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March 2008

Presented by: Josh Chasin Chief Research Officer, comScore May 16, 2008 212.497.1718 jchasin@comscore.com. March 2008. 360° View of Consumer Behavior. A Global Measurement of Audience and e-Commerce. Web Visiting and Viewing. Demographics Life Stages. Online Transactions. Streaming

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March 2008

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  1. Presented by: Josh Chasin Chief Research Officer, comScore May 16, 2008 212.497.1718 jchasin@comscore.com March 2008

  2. 360° View of Consumer Behavior A Global Measurement of Audience and e-Commerce Web Visiting and Viewing Demographics Life Stages Online Transactions Streaming Video Search Behavior Media Exposure 32 Individually Reported Countries 172 Countries with Sample Presence Data Sourced From comScore’s Global Panel of 2MM Internet Users Worldwide

  3. Caveats: • Universe for worldwide data is: • Persons 15+ • Home and work • Behavior measured from computers • Mobile/cellular Internet access not currently included • Measurement covers Windows but excludes Linux, Mac OS • All Windows browsers

  4. In 1996, two-thirds of the world’s online population was in the U.S. The US Now Accounts For Less than 21% of the Worldwide Internet Population Online Population by Geography Rest of the World Jan-07 to Jan-08 Growth Rate Non-U.S. 11.6% U.S. 5.7% United States Source: comScore World Metrix, January 2008

  5. Measured Projected Projected Online Population Growth1 March 2010 Projected Distribution1 1 Billion 15+ Internet Users by March 2010 • Projecting future populations based on current growth rates, there will be 1 billion internet users1 by March 2010 • 4 out of every 10 will be in Asia, and only 2 out of 10 will be in North America Projected Regional Distribution of Worldwide Online Population, March 2010 Millions of Internet Users 1Internet users 15+ accessing the internet from a Home or Work computer

  6. Worldwide Online Population Jan 2007 Jan 2008 Online Populations by Region The Internet is Enjoying Much Faster Growth in Emerging Countries • Worldwide growth of 10.4% in 2007, is faster than Europe and North America • There are 77.5 million more Internet users today than this time last year • Current growth is being driven by the Asia Pacific region, with a 13.9% increase on a very large base Millions of Internet Users +10.4% Millions of Internet Users +13.9% +6.8% +5.7% +16.6% +20.2% Source: comScore World Metrix, January 2008

  7. Emerging Countries are Fueling Growth • China and India made the biggest percent gains over the past year, with China growing by 13.8% and India growing by 26.8% Internet Users (Millions) in Asia Pacific Region CINNIC estimates 210 MM total Internet users* in China as of Dec 2007, up from 137 MM a year earlier. The increase of 73MM is approximately twice the size of the online population in France! * including ages 6+ and people accessing the Internet from \ shared computers and Internet cafes Internet users ages 15+ accessing the internet from a Home or Work computer Source: comScore World Metrix, January 2008

  8. The Global Audience is Vital to Top Properties • Though they are all based in the United States, the Top 10 Global properties source the majority of their audience from outside the U.S. • Top sites’ ability to develop or acquire local channels is crucial to international growth • Top in-language sites in China, Japan, and Korea have opportunity to grow outside their home markets Worldwide Top 10 Properties Total WW Unique Visitors (MM) U.S. Audience Non-U.S. Audience 80% 597.2 80% 545.6 495.3 75% 249.3 71% 60% 247.9 242.6 79% 166.0 67% 160.6 53% 140.3 69% 125.6 74% Source: comScore World Metrix, January 2008

  9. English No Longer Lingua Franca of the Web Distribution of Pages Viewed by Language

  10. Dominant Local Players in Their Home Markets Russia China Total WW Unique Visitors (MM) Total WW Unique Visitors (MM) In-country Audience In-country Audience 21.3 70.6 48% 87% 14.2 70.0 56% 85% 13.4 61.0 59% 82% South Korea Japan Total WW Unique Visitors (MM) Total WW Unique Visitors (MM) In-country Audience In-country Audience 51.9 31.2 62% 81% 20.9 36.2 80% 83% 15.2 31.9 75% 83%

  11. Most Internet Users by Country Heaviest Internet Users Internet Users Around the Globe • China now has the second-largest presence on the internet, but per-visitor usage is below the worldwide average • The heaviest internet users can be found in Canada, the U.K., and Israel WW average = 26.0 Hours per Internet User per Month Millions of Internet Users* Source: comScore World Metrix, January 2008 *Internet users ages 15+ accessing the internet from a Home or Work computer

  12. How the World Uses the Internet Worldwide Online Category Growth vs. Penetration WW Visitor Growth = 10.4% Source: comScore World Metrix, January 2008

  13. Internet Users Spend Most of Their Time Online on Communications, Social Connections, and Entertainment Worldwide Share of Online Time Regional Comparison of Time Spent Index to Worldwide Share of Total Online Minutes Communications Communications All Other Social Connections Asia Pacific Asia Pacific Social Connections North America NorthAmerica Work, Business & Education Europe Europe Shopping & Travel Latin America Latin America Entertainment & Leisure Middle East MiddleEast Shopping & Travel Work, Business & Education Entertainment & Leisure Asia Pacific Asia Pacific Asia Pacific North America Communications: e-mail, Instant Messengers Social Connections: Social Networking Sites, Blogs, Discussion/Chat, Community Sites Shopping & Travel: Retail, Travel, Auctions, Automotive & Real Estate Entertainment & Leisure: Entertainment, including Multimedia & Streaming, Online Games and Gaming, Sports, Hobbies & Lifestyle Work, Business & Education: News & Information, Business & Finance, Education, Career Services & Development, Government North America North America Europe Europe Europe Latin America Latin America Latin America Middle East Middle East Middle East

  14. A World View of Search • U.S. (21%) and China (10%) continue to lead in total Search volume • Searches on Google account for an overwhelming majority of Worldwide searches Total Searches (MM) Searches by Country Source: comScore World Metrix

  15. Google Trails Where Local Language is Very Dominant and There is a Strong Local Challenger Google Share of Search in Selected Markets • In many countries, particularly in Europe and Latin America, Google takes the lion’s share of search activity • But in certain markets, it’s apparent that localization is critical • Intuitive locally-focused, in-language results = strong local brand Local Search Players

  16. Social Networks Are Enjoying Strong Worldwide Growth With Room to Go • Social Networks reach in Latin America recently bypassed North America • Other regions still have to catch up with the reach in the Americas • In the Asia Pacific region, these sites are growing at a rate that is almost 6 times the category’s growth in North America Social Networking Growth % Reach Y/Y Unique Visitor Growth Rates Worldwide: 58% Asia-Pacific :119% North America:19% Europe: 75% Latin America: 72% MidEast-Africa: 145% Source: comScore World Metrix, January 2007-January 2008

  17. MySpace Continues to be the Worldwide leader; Facebook Has Driven Most of the Category Growth in 2007 WW Growth of Top Social Networking Sites Unique Visitors (000) Source: comScore World Metrix, January 2007-January 2008

  18. Most Social Nets Skew Regionally, and Have Significant Opportunities to Grow in Underdeveloped Regions Global Distribution of Visitors to Top Social Networking Sites • MySpace and Facebook’s primary audiences still in North America and the U.K. • Hi5 allows sharing Video and Music and is popular in Latin America, Portugal, Eastern Europe, few Asian Countries • Friendster is Malaysia and Singapore’s #1 Social Network • Perfspot’s audiences are in Japan, India, China, S. Korea • 77% of Orkut’s traffic comes from Brazil and India • DADA.Net originated in Italy and spread to Latin America • BEBO’s audience primarily from the U.K.; still second to Facebook • Skyrock’s users predominantly in France • IMEEM primarily in U.S. but has a large following across many Asian countries Worldwide Unique Visitors (MM) 109.3 100.7 38.3 34.1 28.9 28.9 24.8 22.4 21.8 17.8 Source: comScore World Metrix, January 2008

  19. Online Video is Growing Strongly But Has a Lot of Room to Go Value Drivers of Online Video Advertising • Reach of elusive audiences • Better engagement • Scarcity. Online Video today can deliver no more than 2% of ad impressions delivered by TV • However, monetization is still a big challenge: • User experience • Rights for UGC (User Generated Content) Source: comScore Video Metrix, January 2008, U.S. Only

  20. Jan 2007 Jan 2008 YOUTUBE.COM UV Growth by Region YouTube Is the Leader in Online Video • Youtube has emerged as the worldwide leader in Entertainment, attracting 258 million visitors worldwide in January 2008, who spent an average of 1.6 hours on the site Millions of Internet Users +48% +96% +43% +43% +87% +94% +81% +137% • Americans spent an average of 1.8 hours watching 41 videos apiece on YouTube. Videos shown on YouTube accounted for a third of all videos watched online in the United States in January 2008 Source: comScore World Metrix, January 2008

  21. Ad Nets Have Attained Substantial Overall Reach, Sometimes Very Fast • Ad Net development continues driven largely by publishers – particularly small ones – benefiting from ease of monetizing inventory, and advertisers benefiting from scale, scope / targeting abilities, cost efficiencies Ad Network Reach Reach of U.S. Internet Audience Millions of Internet Users 166.8 155.8 143.2 142.3 137.5 131.8 121.9 102.1 Source: comScore Media Metrix, January 2008

  22. Bottom 50% of Viewers for Each Site % of Page Views Viewed by Bottom 50% of Site Users % of Total Page Views Average PVs per Light User (bottom 50%) 10.3 7.3 14.7 6.6 Top Sites Deliver Far Less Than Their Nominal Reach and Need Ad Networks to Expand Effective Reach At Least Half of Top Sites Audiences Are Hard to Reach by a Typical Campaign Reach of U.S. Internet Audience Source: comScore Networks Custom Analysis, December 2007

  23. The Web Already Delivers More Advertising Than TV in The Biggest TV Market! Monthly GRP’s Monthly Impressions Per Person 2.2 x

  24. Mobile Web Market Size and Spending • 797.6 million mobile phone subscriptions, or roughly 25% of all mobile subscriptions, will include web browsing • Better devices, speed, and pricing of wireless data subscriptions will dramatically increase users and usage intensity • Wireless has the potential to become the dominant form of access in the developing world • Monetization, still in its infancy, is likely to be very different from PC web US Mobile Advertising Spending Projected Mobile Ad Spending in the U.S., in Millions Source: eMarketer, January 2007

  25. Mobile Devices Will Quickly Account for a Substantial Percentage of Time Spent Online Time Spent Online per Month for Japanese Web Users Category Penetration Among Japanese Mobile Web Users Source: comScoreMedia Metrix Japan and comScore Mobile Web Metrix, June 2007

  26. Summary of Key Findings • Since 1996, the proportions have shifted: in 96, two-thirds of the world’s online population was in the United States; now, the U.S. accounts for only 21% of worldwide users • Asia Pacific will be the Internet’s dominant regional audience and will be critical in the global Internet competition • Serving content in local languages is critical for success on the web • China and South Korea are already seeing local providers give U.S. sites a run for their money – language may be part of the challenge, but also cultural preferences • Broadband is driving faster usage growth outside the U.S. New adopters, particularly in emerging countries, are bypassing outmoded narrowband connections and going straight to high bandwidth • Broadband facilitates multimedia and online entertainment, and those two categories will only continue to grow as the world online population grows - Witness Youtube • Communication tools, e-mail and IM, are still the killer category of usage in all regions, followed by Social Connections and Multimedia Entertainment • Travel and E-commerce are virtually non-existent outside of the developed world. Growth will take off once the proper infrastructure is developed, primarily in Asia Pacific • Portals and vertical content categories, such as finance, health, autos, etc… enjoy moderate growth rates in the mid-teens

  27. Summary of Key Findings • Social Networking sites have significant growth left if they can break out of regional strongholds • Google is overwhelmingly dominant in search except in Greater China, Korea, Japan, and Russia • Ad Networks are necessary for large players to expand the depth of their effective reach and will be increasingly gaining momentum, somewhat at the expense of branded sites • The Ad Network consolidation race will soon turn global given the size of international audiences that could be aggregated. • The web already delivers 40% more advertising GRPs than TV in the US, and more than twice as many ad impressions per user • Online Video is growing fast, but still faces significant challenges of scale and monetization • The Mobile Web is coming and will be a substantial source of usage with high speed access and friendlier devices. It is possible for it to eclipse the PC based web outside the United States

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