IAB Ireland Feb 2011 V3

8/3/2019 IAB Ireland Feb 2011 V3

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February 2011

Digital Ireland: Key Insights from the Irish andGlobal online market

Michael Read

SVP/Managing Director, comScore Europe


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2 comScore, Inc. Proprietary and Confidential.

comScore is a Global Leader in Measuring the Digital World

NASDAQ SCOR

Clients 1600+ worldwide

Employees 900+

Headquarters Reston, VA

Global Coverage170+ countries under measurement;

43 markets reportedLocal Presence 30+ locations in 21 countries

V0910


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comScore Digital Business Analytics

Audience Measurement

Site AnalyticsVertical Market Solutions

Copy Testing

Campaign VerificationAd Effectiveness

Cross Media

Mobile Audience Measurement

Network Analytics & Optimization

Customer Experience & Retention

User Analytics

Advertising Analytics

Mobile AnalyticsUn

ifiedDigitalM

easurement

V091410


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comScores Innovative Approach Revolutionizes Measurement

PAGE TAGS

Unified Digital Measurement (UDM)

Patent-Pending Methodology

PANEL

2 Million Person Panel

360View of Person BehaviorPERSON-Centric Panel with

SITE-Census Measurement

V0910


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Ireland in a Global Internet Economy


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Growth is relatively low in North America

European growth mostly driven by Russia and Germany

Asia continues rapid growth on an already large base

Growth in LatAm expected to continue on the back of

increased residential broadband penetration region-wide

484.2

328.9

192.2

91.8 82.2

517.2

357.1

204.4

107.4 108.7

Asia Pacific Europe North America Latin America Middle East - Africa

Online Population by Region

(Millions) September 2009

September 2010

+7%

Asia Pacific Boasts the Largest Audience, While the Middle East andLatin America Lead in Audience Growth

1,179.3

1,294.8

September 2009 September 2010

Worldwide Online Population

(Millions)

+10%

+9%

+6%

+17% +32%

Source: comScore Media Metrix, September 2010


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71%57% 57%

69% 69%78%

29%43%

31%31% 22%

0%

20%

40%

60%

80%

100%

China India Brazil Mexico Turkey Ireland

comScore Extended Universe comScore Defined Universe

Extended Universe ..

We recognize that some usage is Driven by Locations Outside of Home &Work

The Extended Universe grows the online market in Ireland to almost 77% of people having access to the internet India has considerable room for growth; currently less than 9% of the population aged 15+ is online

Source: comScore World Metrix, September 2010, and CIA population estimates

Internet Penetration

43%


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56

66

44

34

DAFT Media

RTE.IE Ireland Audience

Non Ireland

Audience

The Majority of Top Properties Audiences are Coming

from Outside the US

19%

27%

81%

73%

Microsoft Sites

Yahoo! Sites

US Audience Non-US Audience

Source: comScore World Metrix, December 2010

The top 10 Global Propertiesattract a majority of UniqueVisitors from outside the US;Google Sites and MicrosoftSites attain 84% and 82% oftheir audience from non-UScountries, respectively.

RTE and Daft Media showconsiderable internationaltraffic


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Heavy Users Dominate Online Consumption

In all of the largest developing markets, heavy internet users account for a higher volume of total pages

Ireland has a slightly higher page consumption disparity, with 63% of pages viewed by 20% of thepopulation

Source: comScore World Metrix, September 2010

9.1 9.8 9.0 8.8 8.0

32.8 27.8 30.0 28.2 32.7

58.1 62.4 61.0 63.0 59.3

0%

20%

40%

60%

80%

100%

UK IE FR DE US

Heavy

Moderate

Light

Share of Page Views by User Segment


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Ireland: In Focus


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Irish Market is changing

IrelandNov 09 Nov 10

UKNov 09 Nov 10

Total UniqueVisitors (000)

8% 3%

Average Daily

Visitors (000)64% 27%

Total PagesViewed (MM)

17% 5%

Average UsageDays per Visitor

51.5% 23.4%

Total Visits (000) 47% 17%


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Demographic Composition Shows Irelands Online market is maturing

20

19

22

19

20

UK

15-24

25-34

35-44

45-54

55+

20.9

27.2

22.8

16

13

IE

Young males are typically the earliest adopters in emerging internet

markets and digital platforms

Strong presence of these early adopters in Ireland 48% of users are aged15-34 in comparison to 39.8% in the UK


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High time spent in category is a further indication of a developedmarketplace

Time spent in categories is broadly similar to other EU markets --- although there are some marked diiferencesamongst some of the countries

Source: comScore World Metrix, December 2010

Selected Categories Ireland GermanyUnited

KingdomSpain France

Conversational

Media 239.2 250.2 396.1 317.2 236.1Instant Messengers

217.0 323.8 364.3 366.2 267.1

(u) Real Estate51.8 30.9 29.6 25.1 15.7

Retail39.2 70.9 101.4 40.2 78.5

(u) Sports36.9 32.1 42.6 75.8 74.9

Auctions35.5 74.2 81.8 24.9 34.8

Search/Navigation23.6 34.5 50.2 33.1 50.8

Minutes/Visitor/Month


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Irish Online Retail has risen by 54% YOY and Travel has risen by 44%

Use of online banking remains relatively low at just 33% of all internet users. Thiscompares to UK Online Banking of 45% and a European Average of 36%


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Top 10 Online Retail categories in Ireland

82% of all people online in IE went to an online retail site in December 10

0%

5%

10%

15%

20%

25%

30%

35%


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Advertising on the Internet


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Branding Dollars: Digital lags badly

Source: Brand.net analysis based on data from Barclays Capital,Think Equity Partners, LLC, and DMA


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Average click through rates are consistently low across Europe

*Click-through rates across Static Image, Flash, and Rich Media formats

Source: DoubleClick 2009 Year-in-review Benchmakrs Doubleclick EMEAreport

0.00% 0.02% 0.04% 0.06% 0.08% 0.10% 0.12% 0.14% 0.16%

Austria

Belgium

Denmark

Finland

France

Germany

Ireland

Italy

Luxembourg

Netherlands

Norway

Spain

Sweden

Switzerland

UnitedKingdom

But Click through rates across Europe declined by 28% in just one year last year!!

Germany:


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Germany:A small group is doing most of the clicking

Source: comScore Marketing Solutions, Germany, August 2010


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Heavy Clickers: Not Representative

Source: comScore Marketing Solutions, Germany, August 2010

Internet Usage Skew


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But Digital Advertising Has Been Proven to Work!Branding Impact Significant

Source: comScore Brand Survey Lift Norms, US Market January 2011


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Can it Increase Consumer Engagement: Yes

Source: comScore Whither the click in Europe? February 2010


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Does it Drive Sales: Yes

Source: Whither the Click? 139 comScore studies in theJune 2009 Journal of Advertising Research


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Sales Impact Comparable to TV

BehaviorScan tests conducted over one year period

comScore studies over three months*

*Assumes 40% HH Internet reach against target.


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In Conclusion

The Irish Online Market is growing really well and is performing in much

the same way as many EU markets

Many Irish sites gather good international usage

Comscore UDM is FREE please contact us for details

Click rates are small and are declining so dont rely on the Click solelyas a measure of performance!

Brand Advertising Does Work Online and it is Measureable !


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Thank you!

Questions?

[email protected]
mailto:[email protected]

Documents

IAB Ireland Feb 2011 V3