Digital Trends Feb 2012

8/2/2019 Digital Trends Feb 2012

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The Entrepreneurial Media


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Accessibilityof digital content through

technologyevolutionis driving incrcontent consumption

Content is Everywhere and Anywhere

but it is also leading to severe aufragmentation


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Multi-Tasking Has Increased Daily Media Consumptio

3


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Lions Share of Video Viewing is Still on TV

4

TV at Home Online Video Mobile

153 Hours, 47 Mins 3 Hours, 22 Mins 3 Hours, 3

Monthly Time Spent


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Digital Advertising Has Grown to Over $30 Billion

1994

20042012

5


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Its More Complicated Than Ever

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Paid Search, $13.93

Display, $5.50

Classifieds, $3.65

Video, $4.21

Social, $1.33

Mobile, $1.23 StreamingRadio, $0.32

7

US Advertisers are Spending their Dollars in Paid Sea

Mobile and social media spend to grow the most

Source: eMarketer, October 2011

2012 Online AdSpend Forecast

= $


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But Consumers are Spending their Time in Social Med

0% 5% 10% 15% 20%

Search

Videos/movies

Intant Messaging

Portals

Emailing

Online Gaming

Social Networking

8

13%

-36%

-25%

-18%

10%

3%

Watching videos online continue to grow


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Now, Were Seeing Shifts Dollars Going Into the Soc

In 2011, Facebook comprised 6% of total US online ad spend ($2B in rev

Source: eMarketer, Sept 2011

Facebook remainsthe largest socialnetwork in the US

64% of Adults 21-34 visitFacebook everyday

Over 200 millionconsumers are on

TwitterThere are over 250 milliontweets posted each day

Googlemid-2

over 40In Decem

open u


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Video Will Continue to Grow as More Devices Become

71% of internet users are watching videos

Source: eMarketer, 2011

PCs M

Connected TVs T


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Consumers are Increasing Time Spent with Mobile De

Mobile is fastest growing channel - Mobile internetusage will surpass PC/laptop internet usage by 2014

Consumers are utilizing their mobile devices for moreof their daily internet routines: email, news, socialnetworking, sports, weather, banking, etc

54% of GenY & 47% of GenX are currently accessingSocial Media websites via Mobile devices

Source: eMarketer, comScore Aug 201112


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Mobile usage will only increase with new devices in m

Currently mobile display is the format leader but isprojected to fall behind search and video by 2014

Similar to the trends in digital video, mobile video is thefastest growing mobile ad format

Location based mobile ads will become focus of mobilead campaigns as they will provide greater ROI and POSopportunities

Becoming the primary tool to access social media

iPad sales topped 25MM througof June

Business, shopping and gaming3 most common tablet activities

Tablet users are open to video cthird regularly watch the video that often plays before other vide

Tablet users are more likely to sfor products and services. 43% oowners regularly search for prodinformation and comparison sho


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Emailing and Social Networking are top activities on a mobile


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Tablets mirror the demographics of the early adopters

Younger males with above averageincome - In August 2011, 54.7% of all

tablet owners were male

Adults 25-34 accounted for thelargest share of tablet owners at29.3% of the entire audience, whilethose age 35-44 accounted for 21.6percent


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Search is the First Place Consumers Look for Brands

Paid search makes up the bulk of US digital spending(46%)

82% of paid search dollars spent on Google

YouTube is the second largest search engine behindGoogle

Typically used for direct response campaigns thoughincreasing number of advertisers using paid search forbranding

Source: eMarketer, Oct 201116


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E-Commerce

T t l di ti t t l f


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Total e-commerce spending continues to recover strongly fromrecession, posting a +12% gain Y/Y

Source: comScore e-Commerce Measurement18

U.S. e-Commerce Dollar Sales Growth ($ Billions)

E C th i ifi tl d th th f t t l


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E-Commerce growth significantly exceeds the growth of total reindicating that consumers continue to shift from retail to online


Quarterly e-Commerce Sales Growth vs. YA

E C h f ll l ti t


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E-Commerce share of all consumer sales continues to grow, wone in every ten discretionary dollars spent online

Source: comScore for e-Commerce & U.S. Department of Commerce (DOC) for Retail20

e-Commerce Share of Corresponding Consumer Spending*

Beginning with Q4 2009 e Commerce dollar sales have seen p


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Beginning with Q4 2009, e-Commerce dollar sales have seen pgains Y/Y for seven straight quarters


e-Commerce Dollar Sales ($ Billions)

Documents

Digital Trends Feb 2012