Key Insights from 2012 and What They Mean for the Coming Year February 2013 © comScore, Inc. Proprietary. Introduction #FutureinFocus Executive Summary Media fragmentation is occurring at light speed in comScore has been preparing for a future today’s multi-platform environment, which scenario where most people will consume content features not only computers, but smartphones, on the go and PCs would no longer be the centre tablets, gaming platforms and a seemingly ever- of the digital universe. This future is quickly increasing number of emerging devices. becoming a reality. Major media events in 2012, like the Olympics for The following report examines how the latest example, have shown us that consumers have trends in web usage, online video, mobile and become more platform agnostic in their digital search, social and shopping are currently shaping media consumption and happily switch devices the UK digital marketplace and what that means throughout the day and into the night to stay up to for the coming year, as comScore helps bring the date on email, news, social media etc. digital future in focus. FOR FURTHER INFORMATION, PLEASE CONTACT: Berit Block [email protected] Cathy McCarthy [email protected] © comScore, Inc. Proprietary. 2 Key Takeaways UK has highest engagement in Europe UK advertisers continue to invest in online Consumers in the UK spend more than 37 In December 2012, 16% more display ads were hours per month online on their PC, published than in December 2011. More than 923 representing the highest of all 18 EU billion display ad impressions were delivered across markets analysed. Movies and Job Search the web in 2012 increasing the importance for were the fastest growing categories. validation and measuring viewable impressions. Media landscape is fragmenting Facebook remains the leading social network Nearly 1/3 of page views in the UK now Social Networks capture the largest percentage of occur on a smartphone or tablet. The rapid consumers’ time and also display impressions in the adoption of internet enabled devices is UK. There are some rising stars to watch – Tumblr, contributing to a more fragmented digital Instagram, Pinterest and Goodreads – that have all media landscape. had strong growth rates across PC and mobile. Online video continues to grow Consumers experiment with m-commerce The online video audience in the UK grew 8 Online shopping now reaches 9 out of 10 UK percent in the past year, whilst the audience internet users on PC, while Mobile shopping is for video viewing on a mobile grew 262 growing rapidly. Our study shows that 1 in 5 Brits percent. YouTube still top video property used their smartphone to purchase a good or followed by Amazon and Facebook. service in December 2012 © comScore, Inc. Proprietary. 3 Content SETTING THE SCENE Global Overview 5 European Online Landscape 8 European Mobile Landscape 12 2013 UK FUTURE IN FOCUS Online Landscape 17 Mobile Landscape 20 Digital Audience Behaviour 25 Online Video 36 Search 41 Digital Advertising 44 Spotlight: § Social 50 § Silver Surfers 54 § Shopping 59 Conclusions 65 Tweetable Highlights 69 Methodology 70 About comScore 74 © comScore, Inc. Proprietary. 4 #FutureinFocus GLOBAL OVERVIEW © comScore, Inc. Proprietary. Distribution of Worldwide Internet Audience The US is no Longer the Centre of the Online Universe 34% Latin Outside US Middle America East - Africa 8% 9% Asia North Pacific 87% America 42% 14% Outside US Europe 66% 27% 13% 1996 2012 © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Worldwide 15+, 6 Time Spent and Growth Across Regions US Users Spent Most Time, Whilst Asia Pacific Outgrows Rest of the World 42.8 Global Average: 24.7 Hours a Month Visitor Visitor 26.9 22.7 per 18.9 18.2 Hours North America Europe Latin America Asia Pacific Middle East - Africa +7% 637 596 +7% 382 408 +2% +6% +1% Dec-11 211 215 127 135 129 131 Dec-12 Unique Visitors (MM) Unique Visitors Asia Pacific Europe Middle East - North America Latin America Africa © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Worldwide 15+, 7 #FutureinFocus EUROPEAN ONLINE LANDSCAPE © comScore, Inc. Proprietary. 15%Europe’s of 408 Million InternetUsersare in Russia Audience Across Europe Online Total Unique Visitors (000) 61,345 52,448 43,021 internet users milestone: over61 million andreachedanew December 2011 15% internet audience grew since Russia’s © comScore, Inc. Proprietary. Proprietary. © comScore, Inc. 39,357 28,722 23,917 22,410 Source:comScoreDecember MMX, 2012, Europe 15+ 19,350 12,006 6,404 6,371 5,034 5,027 4,743 3,772 3,476 3,336 9 2,598 Engagement Across EU Audiences In the UK, Average Online Hours per Person Increased 5% Year over Year United Kingdom 37.3 Turkey 31.0 Netherlands 30.6 Poland 29.3 Finland 27.8 France 27.7 Europe 26.9 Russian Federation 26.1 Norway 24.9 Germany 24.6 Spain 23.8 Belgium saw the strongest Belgium 22.4 growth of time spent per Sweden 22.0 visitor across Europe. Average Hours per Visitor HoursperVisitor Average Users spent an additional Portugal 20.6 2 hours online compared Denmark 20.6 to a year ago. Ireland 19.5 Italy 18.5 Switzerland 16.6 Austria 14.4 © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe 15+ 10 Under 35 Year Olds Accrue Nearly 50% of Time Spent in Europe Composition of Minutes per Age Group Varies Greatly Europe 23.1 24.2 20.6 17.5 14.7 France 15.1 17.6 20.2 19.2 27.9 Germany 15.7 19.3 19.3 24.3 21.4 Italy 20.8 21.2 23.5 19.4 15.1 % of Total Minutes Total % of Spain 16.4 24.9 25.4 19.1 14.3 UK 20.1 22.8 20.2 19.4 17.6 Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+ © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe 15+ 11 #FutureinFocus EUROPEAN MOBILE LANDSCAPE © comScore, Inc. Proprietary. Mobile Audience in EU5 Crosses 240 Million Mark EU5 241,000 Germany 61,000 United Kingdom 49,500 Italy 48,000 241 Million France 47,500 Spain 35,000 Total Mobile Audience (000) © comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+ 13 Over 35% of EU5 Mobile Users Are Under 35 Years Old UK has Biggest Proportion of 18-24 Year Old Mobile Users 30.0 31.2 28.8 31.5 28.1 30.1 17.6 17.3 18.5 16.6 21.4 18.9 18.1 16.7 21.3 16.7 17.4 19.7 16.5 16.9 16.4 15.8 15.1 18.2 11.4 11.8 10.4 10.2 8.9 9.2 6.6 7.7 6.4 5.9 5.5 7.2 EU5 France Germany Italy Spain United Kingdom Persons: 13-17 Persons: 18-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+ © comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+ 14 Smartphone Penetration in EU5 at 57% 64% of UK Mobile Owners Use a Smartphone December 2012 was the first month all European countries crossed the 50% 64% mark for smartphone 51% penetration. 53% 57% 53% EU5 Average 66% © comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+ 15 Device Share of Page Views Across Countries in Europe 20% of UK Page Views are from Mobiles and Tablets 65% 70% 75% 80% 85% 90% 95% 100% Russian Federation 75.4% 21.3% 3.2% United Kingdom 79.4% 13.2% 6.5% Ireland 81.7% 11.5% 5.5% Norway 87.2% 6.7% 5.9% Netherlands 87.5% 4.6% 7.7% Switzerland 88.0% 6.8% 4.9% Finland 88.0% 7.6% 4.2% Austria 89.3% 7.3% 3.3% Sweden 89.9% 6.5% 3.5% Italy 90.1% 6.4% 3.3% Denmark 90.3% 5.1% 4.4% Spain 91.6% 5.8% 2.2% Germany 92.4% 4.6% 2.8% Belgium 92.7% 2.9% 4.0% France 93.1% 4.2% 2.5% Portugal 94.3% 3.6% 1.9% Poland 95.9% 3.1% 0.9% Turkey 96.5% 2.2% 1.3% PC Mobile Tablet Other © comScore, Inc. Proprietary. Source: comScore Device Essentials, December 2012, Europe – Share of browser based page views 16 #FutureinFocus UK ONLINE LANDSCAPE © comScore, Inc. Proprietary. UK Online Population on the Up 44.8 Million Brits Surfed the Web via a Home or Work Computer +5% 44,804 Olympics frenzy fuels internet audience growth Growth Over 1 Year Year Over Growth 1 42,731 Total Unique Visitors (000) © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, UK 6+ 18 Profile: UK Online Audience 9,129 8,018 7,489 7,367 7,353 5,447 51% Male 49% Female Total Unique Visitors (000) Unique Visitors Total Age: 6-14 15-24 25-34 35-44 45-54 55+ £50K or more 31.1% £35K-£49,999 21.2% £25K-£34,999 15.3% HH Income £10K-£24,999 21.8% Under £10K 10.6% © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, UK 6+ 19 #FutureinFocus UK MOBILE LANDSCAPE © comScore, Inc. Proprietary. UK Mobile Landscape Nearly ¼ of British Smartphone Audience are Between 25 and 34 Year Old Total UK Mobile Audience: 49.5 million Total UK Smartphone Audience: 31.7 million Age Composition of The gender split Age Composition of Mobile Audience for smartphones Smartphone Audience is identical to the UK online audience: 51% male, 49% female 13-17 13-17 7% 55+ 9% 18-24 55+ 19% 12% 18-24 30% 15% 25-34 45-54 17% 16% 25-34 45-54 22% 17% 35-44 35-44 17% 19% © comScore, Inc.