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About This Data Passport About This Data Passport From emerging markets to converging media, comScore digital business analytics provide clarity in a connected world. This data passport offers a brief glimpse into the vast array of vital insights that only comScore can reveal. 01 DIGITAL CONTENT CONSUMPTION WORLDWIDE 02 THE POWER OF LIKE 03 THE RISE OF GOOGLE+ 04 LOCATION-BASED CHECK-IN 05 SMARTPHONE APPS 06 UK MOBILE APPLICATIONS USAGE 07 MOBILE RETAIL 08 QR CODES 09 ONLINE RETAIL 10 COMMUNICATION MODES 11 ONLINE ADVERTISING MEASUREMENT 12 SOCIALLY-ENABLED ADVERTISING 13 THE REACH OF BLOGS 14 HOMETOWN NEWS 15 ONLINE VIDEO 16 VIDEO CONTENT 17 STREAMING MUSIC 18 TRAVEL IN ASIA 19 ONLINE BANKING 20 BANKING CUSTOMERS ABOUT COMSCORE 01. DIGITAL CONTENT CONSUMPTION WORLDWIDE Markets Show Varying Levels of Device Usage, Driven Apple Leads the Way for Non-Computer Device Traffic Primarily by Mobile Phones iOS Share of Non-Computer Device Internet Traffic for Select Markets June 2011 Share of Internet Page Views by Non-Computer Devices for Select Markets June 2011 United States 6.7% 1.0% 3.1% 0.3% Singapore 6.2% 2.3% 0.8% United Kingdom 5.7% 1.8% 1.7% 0.3% Japan 4.8% 0.5% 0.5% 0.2% 1.2% 0.6% Australia 4.7% 1.5% 1.3% Canada 3.8% 3.1% 2.3% 2.3% India 3.3% 1.6% 1.7% Spain 2.5% United States Singapore United Japan Australia Chile 2.3% Kingdom Germany 1.8% France 1.5% iPhone iPad iPod Touch Other Non-Computer Device Traffic Argentina 1.2% Brazil 0.7% Non-Computer Device Traffic iOS devices, which include iPhones, iPads and iPod Touches accounted for the majority share of non-computer device traffic in The United States, Singapore and United Kingdom – all mature most markets. technological markets – lead in the share of total Internet page Singapore, Australia and the United States have the highest share of views coming from non-computer web-enabled devices such as total device traffic coming from iOS devices. 3.1% of total traffic in mobile phones, tablets and handheld gaming consoles. Singapore comes exclusively from iPhones, followed by traffic coming Mobile phones were second only to computers in driving digital from iPads (1.8% of total traffic). traffic. In the U.S., mobile phones contributed 4.5% of total traffic or A look at the tablet market for each of the countries in this study approximately two-thirds of non-computer traffic. reveals the iPad largely driving the share of total traffic from tablets. In Among the markets analyzed, India stands out for having mobile 11 of the 13 markets, the iPad drove at least 95% of the traffic coming phones account for the most significant share of non-computer device from tablets. traffic. Whereas smartphones drove the majority of mobile traffic in Android devices accounted for 2.4% of total traffic in the U.S., 1.5% the other markets analyzed, feature phones contributed 71.2% of of traffic in Japan, and 0.9% of traffic in the UK, making up a notable non-computer device traffic in India. percentage of the rest of non-computer device traffic in these markets. Source: comScore Device Essentials Source: comScore Device Essentials 02. THE POWER OF LIKE Facebook.com Users in the U.S. Spend Most Time on Friends of Fans Significantly Increase the Reach of Their Newsfeed Brands on Facebook in the U.S. Share of Time Spent on Facebook.com by Content Section Starbucks, Southwest Airlines & Bing: Number of Fans & Friends (000) May 2011 Exposed to Brand Impressions May 2011 Friends of Fans 10,630 Fans All Other Homepage/ 25% Newsfeed 27% Apps & Tools 10% Profiles Photos 21% 17% 6,314 2,208 1,123 917 1,221 Starbucks Southwest Bing Within Facebook.com, users in the U.S. spend the most amount of time (27%) on their individual homepages or Newsfeeds. 21% On average, for every Fan acquired by a brand, there is the of time is spent looking at other profiles or Fan pages and 17% opportunity to reach 50 Friends of Fans, with significant variation of time is spent viewing photos. Usage of apps and tools only among brands. accounted for 10% of the total time on Facebook. Friends of Fans are users who are not brand Fans but who can be As a result, exposure to social media brand impressions – which exposed to social media brand impressions through friends who are include both paid and earned media – occurs throughout Facebook. Fans of a particular brand. com and not just on brands’ Fan pages. In order for brands to understand the value of their social media investment, they must first In the 3 brands analyzed in this study (Starbucks, Southwest Airlines, be able to quantify exposure to branded impressions throughout the and Bing), the number of Friends of Fans reached through social site. Doing so enables the brand to evaluate its social media efforts in media brand impressions exceeded the number of Fans reached. familiar media planning metrics, such as reach, frequency and GRPs, In the cases of Starbucks and Bing, the total U.S. Internet reach of and consider this media channel as part of the broader marketing mix. social media brand impressions among Friends of Fans was nearly double the reach of Fans alone. Source: comScore Social Essentials Source: comScore Social Essentials Download The Power of Like, a comScore whitepaper, at comscore.com/like Download The Power of Like, a comScore whitepaper, at comscore.com/like 03. THE RISE OF GOOGLE+ 04. LOCATION-BASED CHECK-IN Google+ Attracted 25 Million Unique Visitors Nearly 1 in 10 UK Mobile Users Report Having Checked Worldwide Less Than a Month after Launch In with Location-Based Services Google+ Top Countries by Cumulative Unique Visitors (000) Excluding Mobile Percent of Mobile and Smartphone Users Ages 13+ Using Any Social Networking Check-in June 29, 2011 – July 24, 2011 Service, Select Markets June 2011 United States 6,444 Mobile Users Checking In India 3,617 (MM) All Mobile Users Smartphone Users Canada 1,081 4.4 UK 9% UK 18% United Kingdom 1,012 U.S. 8% Germany 921 18.6 U.S. 18% Brazil 783 1.4 Canada 7% Canada 16% France 668 2.9 Germany 5% Germany 13% Taiwan 604 Turkey 471 1.7 Spain 5% Spain 8% Spain 469 1.9 France 4% France 9% In less than a month after it launched, Google+ drew 25 million 1.4 Italy 3% Italy 6% unique visitors – the fastest any social networking site has ever grown. The greatest number of Google+ visitors in the Although the U.S. is currently the largest market using mobile first month came from the U.S., with 6.4 million unique visitors, location-based check-in services, a slightly greater share of the followed by India with 3.6 million unique visitors. UK mobile market used these services in June 2011. A look at how regional audiences currently engage with all Google 4.4 million mobile users in the UK – comprising 9% of all mobile Sites gives a clue as to how robust the opportunity is for Google+ users – used check-in services such as Facebook Places, Foursquare to take root in each of these markets. In June 2011, Google Sites and Gowalla. In the U.S., 18.6 million mobile users used these accounted for 10% of all time spent online by worldwide audiences. check-in services, accounting for 8% of the total U.S. mobile In Brazil, audiences already spent more than 25% of their time on audience. Smartphone users, unsurprisingly, were more likely to use a Google Sites, fueled by their use of Orkut. In India, audiences spent a check-in service across all regions. In both the UK and U.S., 18% of similar percentage – more than 20% of their time – as well. Audiences smartphone users reported having used a check-in service. in the rest of the top 15 markets, with the exception of Turkey, spent The remaining EU5 countries lagged slightly behind the UK and North more than 10% of their time on Google Sites. America in the use of check-in services. Japan, which is also measured within the comScore MobiLens service, posted insignificant use of social networking check-in services. Source: comScore Media Metrix Source: comScore MobiLens 05. SMARTPHONE APPS 06. UK MOBILE APPLICATIONS USAGE Top 5 Categories are Common to Both U.S. and Japan, 9.4 Million UK Mobile Internet Users Accessed a but Penetration Rates and Next Tier Categories Vary Connected Application in June 2011 10 Most Popular Smartphone Application Categories, U.S. and Japan Top Connected Mobile Applications Smartphone Users Ages 13+ GSMA Mobile Media Metrics (MMM) Application Key Measures 3 Month Average Ending June 2011 (U.S.) and June 2011 (Japan) UK Mobile Internet Users (000) June 2011 Top 10 Smartphone App Top 10 Smartphone App Categories - U.S. Categories - Japan Google Maps 6,864 Yahoo! Weather 3,929 Weather 41.2% Weather 41.7% YouTube 2,701 Social Networking 38.7% Maps 35.7% Facebook 2,354 Google Mobile 2,115 Maps 33.6% Search 27.3% eBay 1,312 News 19.8% News 25.7% Yahoo! Stocks 1,009 Search 19.3% Social Networking 21.1% BBC News 818 Sky News 720 Sports Information 15.5% Traffic Reports 20.2% Skype 659 Bank Accounts 14.9% Entertainment News 18.3% Photo or Video Sharing Stock Quotes or 14.8% 17.5% In June 2011, 9.4 million UK mobile internet users accessed a Service Financial News Digital Books/Magazines 13.0% Sports Information 15.9% recognized* connected mobile application.
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