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Platforms to People

Insights into Today’s New Digital Consumer

Owen West, comScore VP Sales

© comScore, Inc. Proprietary. 2

BIG DATA FACILITATES TRENDSPOTTING…

9

9.5

10

10.5

11

400

500

600

700

800

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

CORRELATION:

0.958648

© comScore, Inc. Proprietary. 3

…BUT CAN BE MISINTERPRETED WITHOUT THE FULL

STORY

9

9.5

10

10.5

11

400

500

600

700

800

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

© comScore, Inc. Proprietary. 4

BIG DATA CAN BE MISLEADING FOR DIGITAL

My site converts only

10% of browsers

MISCOUNT

My site has one bazillion

customers

OVERCOUNT

UNDERCOUNTMy users spend less than

1 minute per day

1 COOKIE = 1 UNIQUE BROWSER

© comScore, Inc. Proprietary. 5

comScore turns big data into

person-centric measurement

1. Multiple data inputs combine with

2. Panel insights and

3. Advanced methods/models to deliver

=

True audience numbers

© comScore, Inc. Proprietary. 6

THE WORLD WE MEASURE IS (STILL) CHANGING

© comScore, Inc. Proprietary. 7

BUT SOME THINGS REMAIN CONSTANT

© comScore, Inc. Proprietary. 8

A DISJOINTED ECOSYSTEM

PLANNING ON PEOPLE

TRADING ON IMPRESSIONS, CTR, COOKIES

© comScore, Inc. Proprietary. 9

SUMMARY: ALIGNING AND EXPANDING MEASUREMENT

MULTI-PLATFORM

PLANNING AND TRADING ON PEOPLE

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 10

KNOW THE SCORE:

Platforms to People

© comScore, Inc. Proprietary. 11

SILOED PLATFORMS TO TOTAL DIGITAL POPULATIONS

© comScore, Inc. Proprietary. 12

PLATFORMS TO PEOPLE

Syndicated

Multi-Platform

Measurement

© comScore, Inc. Proprietary. 13MobiLens, EU5, February 2014, 3 month average

PORTABLE PLATFORMS GROWING IN IMPORTANCE

70%EUROPEAN SMARTPHONE

PENETRATION

25%EUROPEAN TABLET

PENETRATION

Amongst mobile phone owners………

© comScore, Inc. Proprietary. 14Source: comScore MMX Multi-Platform. *Beta Data – Smartphone users

INTRODUCING THE MULTI-PLATFORM MAJORITY

USA

58%

UK

65%

SPAIN

66%

FRANCE

66%*

GERMANY

60%

Users accessing via more than one device form majorities in comScore’s

Multi-Platform measured markets

ITALY

?

© comScore, Inc. Proprietary. 15

Source: comScore MMX MP, UK, July 2013

UK Multi-Platform users consume

23% more content than PC-only users

© comScore, Inc. Proprietary. 16Source: comScore MMX MP, UK, July 2014

93%of UK 18 – 34s no longer rely

on computer-based internet

access exclusively

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.

WHAT ABOUT ITALY?

© comScore, Inc. Proprietary. 18

Italians engage with Mobile tech, frequent handset upgraders(% planning to upgrade in next 6 months)

Source: comScore MobiLens, July 2014, 3 month average

© comScore, Inc. Proprietary. 19

Everyday usage in the EU “middle”…(% accessing mobile internet ‘almost every day’)

Source: comScore MobiLens, July 2014, 3 month average

© comScore, Inc. Proprietary. 20

… But Italians’ mobiles are constant companions(% accessing ‘almost every day’)

Source: comScore MobiLens, July 2014, 3 month average

© comScore, Inc. Proprietary. 21

Advertising recall on Mobile is rising in Italy(% who recall seeing browser / app adverts)

Source: comScore MobiLens, July 2014, 3 month average

© comScore, Inc. Proprietary. 22

Italy = amongst the best recall rates in Europe(% who recall seeing browser / app adverts)

Source: comScore MobiLens, July 2014, 3 month average

© comScore, Inc. Proprietary. 23

Italy Browser Access: choice of OS fluctuates more than US

Source: comScore Mobile Metrix, Italy, Browser Access, Smartphones, Census Only, July 2014

US Italy

© comScore, Inc. Proprietary. 24

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

All Smartphones All Tablets

Italy Browser Access: Tablet usage more inclusive (and less

‘functional’?)

Source: comScore Mobile Metrix, Italy, Browser Access, Census Only, July 2014

To

tal

Un

iqu

e V

isit

ors

(00

0)

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.

Multi-Platform by content type

FOOD FOR THOUGHT

© comScore, Inc. Proprietary. 26

43

US Multi-Platform;

Weather sites = clearly mobile friendly

Feb-2010 Feb-2013

4,169

3,641

Time Spent on Weather Sites

(Millions of Minutes)Source: comScore Media Metrix & Mobile Metrix, US

-46%

+15%

+385%

3,214

427

1,723

2,073

373 N/A

Desktop consumption of Weather content has declined, but because of extensive phone

use, overall engagement from digital platforms has increased

© comScore, Inc. Proprietary. 27

US Multi-Platform;

Sports sites = loved across all platforms!

43

12,388

7,208

Time Spent on Sport Sites

(Millions of Minutes)Source: comScore Media Metrix & Mobile Metrix, US

+72%

+385%

6,479

729

3,537

1,052

Feb-2010 Feb-2013

N/A

+20%7,799

Engagement with Sports content has seen growth across all platforms, including desktop

© comScore, Inc. Proprietary. 28

43

US Multi-Platform;

Smartphones and tablets have driven a doubling of engagement over three years

Feb-2010 Feb-2013

890

451

Total Internet Time Spent

(Billions of Minutes)Source: comScore Media Metrix & Mobile Metrix, US

+20%

+97%

+389%

388

63

467

308

115 N/A

No evidence of cannibalisation of desktop

© comScore, Inc. Proprietary. 29

Incremental audience of over 1.5m mobile-only users in UK for Yahoo!

7 millionMobile users

25.5 millionPC users

Unduplicated

27

million

Multi-Platform in 2013 …

Source: comScore MMX Multi-Platform, UK, May 2013

© comScore, Inc. Proprietary. 30

Incremental audience of over 7.4m mobile-only users in UK for Yahoo! (+5X vs. 2013)

19 millionMobile users (+2.7X

vs. 2013)

27 millionPC users

Unduplicated

34

million

… one year on!

Source: comScore MMX Multi-Platform, UK, July 2014

Thank You

Owen West

VP Sales, Emerging Markets

owest@comscore.com

www.comscore.com

www.facebook.com/comscoreinc

@comScoreEMEA