WWTH 11.0: comScore Presentation

1 © comScore, Inc. Proprietary. Web Wednesday Thailand November 2012

comScore Media Metrix Mul0-‐Pla3orm Repor0ng

Where We Are Today

2 © comScore, Inc. Proprietary.

con·∙sump·∙0on noun 1. the act of consuming, as by use


Digital Consumption Used to be Fairly Simple….


And then something called “Platform Explosion” began to occur


Today in the U.S., New Platforms are being Adopted at Increasingly Higher Rates

80.0%

82.0%

84.0%

86.0%

88.0%

90.0%

92.0%

94.0%

96.0%

98.0%

100.0%

Other

Tablet

Mobile

PC

6% from Non-PCs

10% from Non-PCs


Tablets in the U.S. reached 40MM owners in Two years Smartphones took Ten Years to Reach that Same Level

Source: comScore MobiLens & TabLens U.S

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Dev

ice

Ow

ners

40 MILLION

100 MILLION


We’re Becoming Digital Omnivores

§ 10% of Web traffic comes from non-PCs –  Up 56% over past ten months

§ 40% of US Households have three or more connected devices –  In addition to PCs & TVs

May 2011 March 2012

Other

Tablet

Mobile

61% 68%

35%

23%

Majority of tablet traffic is over WiFi

6% of Total Traffic

10% of Total Traffic


9.55% 6.74% 6.69%

6.15%

6.13% 4.66%

0.24%

0.28% 0.43%

15.9% 13.1% 11.8%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

Singapore Thailand Australia

Non-Computer Share of Traffic Source: comScore Device Essentials, June 2012

Other Tablet Mobile

The non-PC share of traffic, specifically mobile traffic, in Singapore is higher than both Thailand and Australia

= non-computer total

Source: comScore Device Essentials TM – International Data June 2012


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Google Sites Facebook

Yahoo! Sites Amazon Sites

Wikimedia Foundation Sites Apple Inc.

Cooliris, Inc AOL, Inc.

eBay Zynga Twitter

Rovio (Angry Birds) Weather Channel, The

Microsoft Sites ESPN

U.S. Top Smartphone Properties, % Share of Time Spent by Access Method

Browser

APP

And it’s Not all About the Browser Anymore…

Source: comScore Mobile Metrix 2.0, July 2012, U.S.

10 © comScore, Inc. Proprietary. Confidential and Proprietary 10

Weekday Share of Device Page Traffic in the Singapore

PCs dominate working hours

Tablets rule the home

Smartphones bridge the gaps

Source: comScore Device Essential, Week of May 14, 2012, Singapore

Cross-Device Consumption: Device Usage Differs Throughout Day


iOS leads the way among the operating systems on non-PC devices in Singapore– particularly on tablets, with 91% of tablet page views


Mobile 59.90%

Other 1.49%

Tablet 38.61%

Device Share of Non-Computer Traffic – Singapore

Source: comScore Device Essentials, June 2012

62.43%

32.77%

1.13% 3.67%

Mobile

Other

Windows Mobile

Android

iOS 8.87%

90.91%

0.22%

Tablet

RIM

iOS

Android


9.3%

6.0%

4.4%

7.5%

5.7%

3.4%

3.8%

8.6%

8.1%

20.59%

20.21%

15.86%

News/Information

Entertainment

Social Media

Non-Computer Share of Category Traffic – Singapore Source: comScore Device Essentials, June 2012

Mobile Tablet Other

non-computer total

Non-computer devices account for a disproportionate share of traffic to Social Media, Entertainment, and News/Information categories


The Methodology Challenge

A Person-‐Centric Mul;-‐Sourced Approach


Goal: To measure audience overlap and duplication across platforms

PC

Mobile Video

?

?

? ?


comScore uses the following assets to accomplish this goal

Network Logs

Site Tags

Application Tags

Dynamic Panels

User Panels


Entity Platform Coverage Indicator

Tagging all assets will help us define your audience better


Just Starting in Thailand

Web Wednesday Thailand November 2012

comScore Media Metrix Mul0-‐Pla3orm Repor0ng

Where We Are Today

Thank You

Documents

WWTH 11.0: comScore Presentation