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Understanding Engagement
OnlineLondon, September 12th, 2007
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Proprietary and Confidential Do not distribute without written
permission from comScore
Understanding Engagement
Why the debate on engagement?
What do the different metrics tell us?
What does this mean?
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Proprietary and Confidential Do not distribute without written
permission from comScore
Name (app/domain) ur l_host /bytes sent ur l_di r/bytes received
url_page source event_time Method Reply Counter user_session_id
aol.com-prop www.aol.com-prop / / AOL Prop
17JUN2002:00:10:14.58Post 200 77674214 3440268804263
waol.exe 615 1274 Application 17JUN2002:00:10:14.58Application
000 77674214
pogo.com aol17.pogo.com vl5 vl5auth.jsp AOL Prop
17JUN2002:00:10:52.12Post 200 77674252 3440268804263
pogo.com aol.pogo.com rooms roomtabs.jsp AOL Prop
17JUN2002:00:10:52.18Post 200 77674252 3440268804263
pogo.com aol.pogo.com login entry.jsp AOL Prop
17JUN2002:00:10:53.15Post 200 77674253 3440268804263
pogo.com aol17.pogo.com rooms roomtabs.jsp AOL Prop
17JUN2002:00:10:55.15Post 200 77674255 3440268804263
64.12.148.239 64.12.148.239 / sync HTTP
17JUN2002:00:11:02.02Post 504 77674262 3440268804263
atwola.com ar.atwola.com html/93060473/5695 aol HTTP
17JUN2002:00:11:12.18Get 200 77674272 3440268804263loadqm.exe 1164
5198 Application 17JUN2002:00:10:52.18Application 000 77674272
pogo.com aol17.pogo.com rooms roomtabs.jsp NonProxy
17JUN2002:00:11:12.85Get 200 77674272 3440268804263
pogo.com aol.pogo.com rooms roomtabs.jsp NonProxy
17JUN2002:00:11:12.85Get 302 77674272 3440268804263
atwola.com ar.atwola.com html/93133359/240456 aol HTTP
17JUN2002:00:11:14.09Get 200 77674274 3440268804263
aol.com sa.payment.aol.com sa v2.0 AOL Prop
17JUN2002:00:11:17.43Post 200 77674277 3440268804263
aol.com aolsearch.aol.com / dirsearch.adp AOL Prop
17JUN2002:00:11:30.46Post 200 77674290 3440268804263
aol.com search.aol.com / redirect.adp AOL Prop
17JUN2002:00:12:16.97Post 200 77674336 3440268804263
ct.us www.munic.state.ct.us BETHEL bethel.htm HTTP
17JUN2002:00:12:18.76Get 200 77674338 3440268804263
ct.us www.munic.state.ct.us BETHEL bethel.htm NonProxy
17JUN2002:00:12:29.68Get 200 77674349 3440268804263
ct.us vvv.munic.state.ct.us bethel townhi.htm HTTP
17JUN2002:00:12:48.60Get 200 77674368 3440268804263
ct.us vvv.munic.state.ct.us bethel services.htm HTTP
17JUN2002:00:13:49.36Get 200 77674429 3440268804263
ct.us vvv.munic.state.ct.us bethel bethel.htm HTTP
17JUN2002:00:14:11.82Get 200 77674451 3440268804263
ct.us vvv.munic.state.ct.us bethel govt.htm HTTP
17JUN2002:00:14:38.66Get 200 77674478 3440268804263
aol.com-prop www.aol.com-prop / / AOL Prop
17JUN2002:19:35:12.78Post 200 77744112 8619999690919
weddingchannel.com weddingchannel.com / / HTTP
17JUN2002:19:36:20.65Get 200 77744180 8619999690919
aol.com sa.payment.aol.com sa v2.0 AOL Prop
17JUN2002:19:36:54.54Post 200 77744214 8619999690919
weddingchannel.com wedding.weddingchannel.com search_purchase
search_results.asp HTTP 17JUN2002:19:37:04.24Get 200 77744224
8619999690919
weddingchannel.com wedding.weddingchannel.com search_purchase
one_reg.asp HTTP 17JUN2002:19:37:15.88Get 302 77744235
8619999690919
weddingchannel.com wedding7.weddingchannel.com search_purchase
guest_view_store_ga.asp HTTP 17JUN2002:19:37:46.97Get 200 77744266
8619999690919
aol.com-prop www.aol.com-prop / / AOL Prop
18JUN2002:19:58:16.37Post 200 77831896 8684424216744
64.12.148.239 64.12.148.239 / sync HTTP
18JUN2002:19:59:47.22Post 504 77831987 8684424216744
waol.exe 15617 264333 Application
17JUN2002:00:10:52.32Application 000 77831987
insurance.com www.insurance.com / entry.asp HTTP
18JUN2002:20:00:11.55Get 302 77832011 8684424216744
comScore Methodology
World Wide representative panel of 2 million opted-in consumers
withmembers in 171 different countries
Passive measurement ofallonline behaviour of panel members
Enumeration studies provide online population projections
and
demographic weighting against each national market
Data delivery via syndicated online interface, MyMetrix
Proxy Server
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Proprietary and Confidential Do not distribute without written
permission from comScore
Understanding Engagement
Why the debate on engagement? What do the different metrics tell
us?
What does this mean?
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Proprietary and Confidential Do not distribute without written
permission from comScore
The World Changed
This next generation of Internet-based services that are content
and/or technology driven enablepeople to collaborate and exchange
information online in ways not previously available.
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Time Moving Ahead of Pages
Time Spent
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Mar-06 Mar-07
TotalMinutes(M)
Pages Viewed
0
20,000
40,000
60,000
80,000
100,000
120,000
Mar-06 Mar-07
PagesViewed(M)
17% 4%
Source: comScore Media Metrix, UK audience, March 2007
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written permission from comScore
Social Networking & UGC Explosion
http://www.bebo.com/Default.jsphttp://www.bebo.com/Default.jsphttp://photobucket.com/
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8/14/2019 Comscore time spent on social networks
8/16Proprietary and Confidential Do not distribute without
written permission from comScore
Understanding Engagement
Why the debate on engagement?
What do the different metrics tell us?
What does this mean?
-
8/14/2019 Comscore time spent on social networks
9/16Proprietary and Confidential Do not distribute without
written permission from comScore
Properties by Unique Visitors
Source: comScore, UK audience, July 2007
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8/14/2019 Comscore time spent on social networks
10/16Proprietary and Confidential Do not distribute without
written permission from comScore
Properties by Pages Viewed
Source: comScore, UK audience, July 2007
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11/16Proprietary and Confidential Do not distribute without
written permission from comScore
Properties by Visits
Source: comScore, UK audience, July 2007
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8/14/2019 Comscore time spent on social networks
12/16Proprietary and Confidential Do not distribute without
written permission from comScore
Properties by Time Spent PerPerson
Source: comScore, UK audience, July 2007
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written permission from comScore
AverageHours Per Visitor Per Month40.0
37.4
34.0
32.1
31.2
30.9
30.2
29.4
28.7
27.9
27.5
25.224.6
23.8
23.4
21.6
Canada
Israel
South Korea
Argentina
United Kingdom
Chile
Brazil
US
Finland
Spain
Sweden
NetherlandsSingapore
France
Norway
Germany
Source: comScore World Metrix, December 2006
Online Engagement by Country
User Generated Content:
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77128,05170,428Blogger
6721060,49114,961Facebook
-629,9462,497Digg
11029919,7027,641Bebo
501035,73618,045Flickr
412037,18120,934Photobucket
79165107,11474,644MySpace
-1216109,567102,929Windows LiveSpaces
158107194,88763,411YouTube
3415198,746126,745Wikipedia
% MinsMins/UVJul 06 Jul 07
Source: comScore Media Metrix, Worldwide audience, July 2007
User Generated Content:Growth In Unique Visitors
andEngagement
Unique Visitors (000)Increase in
UniqueVisitors
+57%
+82%
+118%
+158%
+298%
+93%
+98%
+304%
+207%
+6%
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Representing Engagement
100 500400200 600300 700 800
0
0
30
20
10
40
Wikipedia Sites
Google
Yahoo!
BBC Sites
Bebo
Monthly pages per visitor
Monthlyvisitspervisitor
Bubble size = Monthly
minutes per visitor
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Thank You
Mike ShawcomScore Europe
[email protected]
www.comscore.com
mailto:[email protected]://www.comscore.com/http://www.comscore.com/mailto:[email protected]
