comScore, Avrupa’daki dijital manzaraya bir bakış sunan ve internet kullanımı, mobil, online video ve arama eğilimlerini konu alan “2013 Europe Digital Future in Focus” raporunu yayınladı.

1. Key Insights from 2012 and What They Mean for the Coming Year
© comScore, Inc. Proprietary.
March 2013 1

2. Introduction #FutureinFocus
Executive Summary
To help businesses navigate this changing digital
2012 has been an exciting year for digital as
landscape, comScore has created this report, that
consumers become more platform agnostic in the
provides an analysis of the latest trends from 2012
way they consume content - shifting between
what they will mean for the year ahead. The report
computers, tablets, smartphones as well as gaming
also includes individual scorecards, which shows the
platforms and emerging devices.
top 20 sites + the leading local news/information,
Key media events in Europe such as the 2012 retail and banking sites for all 18 European countries
Olympics, have further illustrated the speed at measured by comScore.
which the online media landscape is fragmenting.
We have entered the dawn of a ‘Brave New Digital
World’ where multi-platform media consumption is
becoming the norm.
FOR FURTHER INFORMATION, PLEASE CONTACT:
Berit Block | Cathy McCarthy | Ayaan Mohamud
worldpress@comscore.com
© comScore, Inc. Proprietary. 2

3. Key Takeaways
Brits are most engaged internet users Europeans spend more time consuming news
Europeans spend an average of nearly 27 hours News and information sites capture a large proportion
online per month. Out of the 18 EU markets of the EU online audience with nearly 8 in 10 internet
analysed, UK consumers spent the most time users accessing one of these sites in December
online, whilst Belgium achieved the strongest 2012. Time spent also increased by 10 percent,
growth as users spent an additional 2 hours online presenting a fertile ground for advertisers.
versus last year.
E- and M-Commerce make an impact
European media landscape is fragmenting 3 out of the top 5 fastest growing content categories
The adoption of internet enabled devices is viewed in Europe on the web are retail focused.
contributing to a more fragmented digital media Over 14 percent of smartphone users purchased
landscape. The proportion of page views occurring goods or services via their device.
on a smartphone or tablet varies across EU
countries but is highest in UK, Ireland and Russia. Dutch keen on online banking
In the Netherlands, 66 percent of internet users
Online video continues to grow
accessed an online banking site in December 2012,
The online video audience in the EU5 grew 5
compared to only 18.8 percent in Switzerland. The
percent in the past year, whilst the audience for
European average lies at 39.9 percent which has
video viewing on a mobile grew 162 percent.
grown by 3.2 percent compared to December 2011
Google’s YouTube is still the top video property
across the 7 EU markets measured in Europe
© comScore, Inc. Proprietary. 3

4. Content
Global Overview 5
European Online Landscape 9
European Mobile Landscape 15
European Digital Audience Behaviour 24
Online Video 35
Search 39
Digital Advertising 43
Spotlights and Scorecards 50
• News/Information 52
• Retail 54
• Banking 57
Scorecards 59
Conclusion 78
Tweetable Highlights 82
Methodology 83
About comScore 87
Contact Us 88
© comScore, Inc. Proprietary. 4

5. #FutureinFocus
GLOBAL OVERVIEW
© comScore, Inc. Proprietary.

6. Distribution of Worldwide Internet Audience
The US is no Longer the Centre of the Online Universe
34%
Latin
Outside US
Middle America
East - Africa 8%
9% Asia
North Pacific
America 42%
87% 14%
Outside US
Europe
66% 27%
13%
1996 2012
© comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Worldwide 15+, 6

7. Time Spent and Growth Across Regions
US Users Spent Most Time, Whilst Asia Pacific Outgrows Rest of the World
42.8
Global Average:
Hours per Visitor
24.7 Hours a Month
26.9
22.7
18.9 18.2
North America Europe Latin America Asia Pacific Middle East - Africa
+7%
637
596
Unique Visitors (MM)
+7%
382 408
+2%
+6% +1% Dec-11
211 215
127 135 129 131 Dec-12
Asia Pacific Europe Middle East - North America Latin America
Africa
© comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Worldwide 15+, 7

8. The Largest Regions in Comparison
Age Breakdown for European and Asian Internet Audience
Persons: 15-24 Persons: 25-34 Persons: 35-44
Persons: 45-54 Persons: 55+
9%
16%
22%
12% 28%
17% Europe Asia Pacific
22%
24%
21% 29%
© comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe and Asia Pacific 15+, 8

9. #FutureinFocus
EUROPEAN ONLINE LANDSCAPE
© comScore, Inc. Proprietary.

10. European Online Population on the Up
408.3 Million Europeans Surfed the Web via a Home or Work Computer
+7%
408,248
51%
49%
Growth Over 1 Year
381,546
Total Unique Visitors (000)
© comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe 15+ 10

11. Online Audience Across European Countries
15% of Europe’s 408 Million Internet Users are in Russia
Growth
over the +15%
Year Internet Audiences in Italy
and Russia grow the fastest –
+3% 17% and 15% respectively
Total Unique Visitors (000)
0%
+5%
+17%
+2%
+4%
+6%
0%
+3%
+5% +4% +6% +10% +2% +2% +2% +10%
61,345
52,448
43,021
39,357
28,722
23,917
22,410
19,350
12,006
6,404
6,371
5,034
5,027
4,743
3,772
3,476
3,336
2,598
© comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe 15+ 11

12. Europe’s Youngest (15 – 34) and Oldest (45+) Internet Audiences
Nearly 70% of Turkish Internet Audience Under 35 Years Old
Age: 15-24 Age: 25-34 Age: 35-44 Age: 45-54 Age: 55+
Turkey 37.3% 31.3% 19.3% 8.6% 3.6%
Germany 16.1% 17.9% 19.1% 22.8% 24.2%
© comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Turkey and Germany 15+ 12

13. Engagement Across EU Audiences
Nearly 27 Hours Online is the Average per Person in Europe
United Kingdom 37.3
Turkey 31.0
Netherlands 30.6
Poland 29.3
Finland 27.8
France 27.7
Average Hours per Visitor
Europe 26.9
Russian Federation 26.1
Norway 24.9
Germany 24.6
Spain 23.8
Belgium saw the strongest
Belgium 22.4 growth of time spent per
Sweden 22.0 visitor across Europe.
Users spent an additional
Portugal 20.6
2 hours online compared
Denmark 20.6 to a year ago.
Ireland 19.5
Italy 18.5
Switzerland 16.6
Austria 14.4
© comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe 15+ 13

14. Under 35 Year Olds Accrue Nearly 50% of Time Spent Online in Europe
Composition of Minutes per Age Group Varies Across EU5 Countries
Europe 24.2 20.6 17.5 14.7
France 17.6 20.2 19.2 27.9
% of Total Minutes
Germany 19.3 19.3 24.3 21.4
Italy 21.2 23.5 19.4 15.1
Spain 24.9 25.4 19.1 14.3
UK 22.8 20.2 19.4 17.6
Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+
© comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe 15+ 14

15. #FutureinFocus
EUROPEAN MOBILE LANDSCAPE
© comScore, Inc. Proprietary.

16. Mobile Audience in EU5 Crosses 240 Million Mark
EU5 241,000
Germany 61,000
United Kingdom 49,500
Italy 48,000 241
Million
France 47,500
Spain 35,000
Total Mobile Audience (000)
© comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+ 16

17. A Third of EU5 Mobile Users Are Under 35 Years Old
Italy has Oldest Mobile Users with 50% over 45 Years of Age
30.0 31.2 28.8 31.5 28.1 30.1
17.6 17.3
18.5 16.6 21.4 18.9
18.1 16.7 21.3 16.7
17.4 19.7
16.5 16.9
16.4 15.8 18.2
15.1
10.4 11.4 10.2 11.8
8.9 9.2
6.6 7.7 6.4 5.9 5.5 7.2
EU5 France Germany Italy Spain United Kingdom
Persons: 13-17 Persons: 18-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+
© comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+ 17

18. Profile: EU5 Mobile and Smartphone Audience
Typical Smartphone Owner: Male Between 25 - 44 Years Old
Total EU5 Mobile Audience: 241 million Total EU5 Smartphone Audience: 136.2 million
Age Composition of Age Composition of
Mobile Audience Smartphone Audience
49% of EU5 53% of EU5
mobile audience smartphone
are male audience are male
13-17 13-17
7% 55+ 8%
18-24
55+ 10% 20% 18-24
30% 14%
25-34
16% 45-54
17% 25-34
21%
45-54
19% 35-44
18% 35-44
20%
© comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, EU5 13+ 18

19. Smartphone Penetration in EU5 at 57%
Spain’s Mobile Audience Shows Highest Adoption of Smartphones
December 2012 was
the first month all
European countries
crossed the 50%
64% mark for smartphone
51% penetration.
53% 57%
53% EU5
Average
66%
© comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+ 19

20. The Who is Who of the EU5 Smartphone Market
Leading Smartphone Handset Manufacturers and Platforms
Top 5 Smartphone Handset Manufacturers (OEM) Top 5 Smartphone Operating System (OS)
15% 5% 3% Google
Samsung
7%
32% Apple
Apple
7%
Nokia 15% Symbian
50%
9%
HTC RIM
RIM Microsoft
16%
21% 20%
Other Other
© comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+ 20

21. In December 2012, 75% of Newly Acquired Devices were Smartphones
EU5 smartphone
penetration is at
57%, but 75% of
phones acquired
in December were
smartphones
75%
66%
Dec-11 Dec-12
© comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, EU5 13+ 21

22. Tablets Are Here to Stay
25,000 +94%
Smartphone Users (000) with Tablet
20,000
Over 23 million
people in the EU5
15,000
countries had a
smartphone as well
as a tablet in
December 2012
10,000
5,000
0
Source: comScore MobiLens, 3 month average ending December 2011 - 3 month average ending
© comScore, Inc. Proprietary. December 2012, EU5 13+ 22

23. Device Share of Page Views Across Countries in Europe
Nearly 1/3 of UK Page Views are from Mobiles and Tablets
65% 70% 75% 80% 85% 90% 95% 100%
United Kingdom 68.1% 24.0% 6.8%
Ireland 71.4% 21.8% 5.6%
Russian Federation 74.8% 21.7% 3.4%
Norway 86.4% 7.3% 6.2%
Netherlands 86.5% 5.2% 8.1%
Switzerland 86.6% 7.9% 5.2%
Finland 87.6% 7.9% 4.3%
Austria 88.5% 7.9% 3.5%
Sweden 89.0% 7.2% 3.7%
Denmark 89.3% 5.8% 4.7%
Italy 89.6% 6.7% 3.5%
Germany 90.2% 5.6% 3.3%
Spain 91.0% 6.2% 2.3%
Belgium 91.9% 3.4% 4.3%
France 92.3% 4.6% 2.6%
Portugal 94.0% 3.8% 2.1%
Poland 95.7% 3.2% 1.0%
Turkey 96.2% 2.3% 1.5%
PC Mobile Tablet Other
© comScore, Inc. Proprietary. Source: comScore Device Essentials, December 2012, Europe – Share of browser based page views 23

24. #FutureinFocus
EUROPEAN DIGITAL AUDIENCE BEHAVIOUR
© comScore, Inc. Proprietary.

25. Social Media Captures Most PC Screen Time in Europe
Entertainment Category Overtakes Portals to Capture 3rd Spot
200,000
6.7 hours per person
per month on Social
180,000 Media sites (social
networks + blogs)
160,000
140,000
120,000
100,000
The average UK internet
user spent 6.5 hours on
80,000 social media sites during
December 2012
60,000
40,000
20,000
0
Social Media Services Entertainment Portals Games
© comScore, Inc. Proprietary. Source: comScore MMX, December 2010 - December 2012, Europe 15+ 25

26. Job Search is Fastest Growing Web Category in Europe
3 out of Top 5 Categories are Retail Subcategories
Year over
Year Growth
6,725
Job Search +28%
8,738
36,524
Retail - Food +28%
47,095
Total Unique Visitors (000)
19,246
Retail - Health Care +27%
24,496
4,465
Taxes +26%
5,666
27,038
Retail - Toys +25%
32,503
Dec-11 Dec-12
© comScore, Inc. Proprietary. Source: comScore MMX, December 2011 - December 2012, Europe 15+ 26

27. Top Web Properties
3 Retail Sites Amongst European Top 10
The top 20 for France and
375,260 Spain are published on
www.comscoredatamine.com
around the 20th of every
month
275,882
262,950
183,718
165,106
146,366
123,524 117,834
97,511 90,490 88,290 87,723
56,472
21,723 26,952 18,193
15,939 9,780 11,051 11,773
Total Unique Visitors (000) Average Daily Visitors (000)
© comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe 15+ 27

28. What do Europeans Use Their Mobile Phone for?
Nearly 60% of EU5 Mobile Audience Uses Mobile Media
100%
11.5% 8.2%
90%
80%
32.5%
% Total Mobile Audience
70%
42.1% The number of Mobile
Media users has
60%
grown 30% since
December 2011.
50%
40%
30%
20%
10%
0%
December 2011 December 2012
Just Voice SMS (and not mobile media) Mobile Media
Source: comScore MobiLens, 3 month average ending December 2012, EU5 13+
Mobile Media User = Used browser, application, native email, stream or download music and broadcast or on-demand
© comScore, Inc. Proprietary. video (does not include SMS) 28

29. Most Popular Internet Activities Amongst European Smartphone Users
Used Email (Personal Use) 80,943
Accessed Weather 71,045
Accessed Social Networking Site
70,589
or Blog INSTANT MESSAGING
Used Major Instant Messaging
ONLINE RETAIL 69,321
Service
BANK ACCOUNTS
Accessed Search 60,687
PHOTO / VIDEO SHARING
Accessed News 56,573
Accessed Maps 51,076
AUCTION SITES
Accessed Sports Information 43,750
Used Email (Work) 40,689
Accessed Personal Photo or
38,370
Video Sharing
Total Smartphone Audience (000)
© comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, EU5 13+ 29

30. MULTIPLE DEVICE USAGE
© comScore, Inc. Proprietary. 30

31. Device Share of Page Views in Europe
20 Percent of Page Views now from Mobiles and Tablets
Rise of connected
devices - a fifth of page
views in Europe are from
mobiles and tablets
Mobile
Non- 14.9%
Computer
computer
80.0%
20.0%
Tablet
4.4%
Other
0.7%
© comScore, Inc. Proprietary. Source: comScore Device Essentials, January 2013, Europe – Share of browser based page views 31

32. Device Preferences Throughout the Day in Europe
Most Weekend Tablet Usage Peaks at 9pm
Tablets popular
at night
PCs during
Share of Device Page Traffic on a Typical Weekend
Mobiles
the day peak late
© comScore, Inc. Proprietary. Source: comScore Device Essentials, Sunday, 17th February 2013, Europe 32

33. UK Example: Newspapers Extend Reach via Video and Mobile
The Sun Extends Reach by Nearly 17% when Accounting for Mobile
Incremental Accounting for these incremental audiences,
Audience (%) media companies are able to demonstrate
via Mobile significantly wider scale to advertisers. Learn
+11% more about MMX MP (Beta):
13,392
www.comscore.com/MMX_Multi-Platform
12,064
11,274 +9.5%
10,295
9,650 +9.3%
8,831
5,034 +10.7%
4,546 4,748 +16.9%
4,061
2,560
1,588
1,216 1,039
702
Mail Online The Guardian Telegraph Media Independent.co.uk The Sun Online
Group
Total Digital Population (000)
PC (Web and Video) Unique Visitors/ Viewers (000)
Mobile Browsing Unique Visitors/ Viewers (000)
© comScore, Inc. Proprietary. Source: comScore MMX Multi-Platform BETA, December 2012, UK 6+ 33

34. UK Example: Online Video Enables Publishers
to Reach Additional Audiences
Sites with Highest Share of Video Viewers Compared to Total Digital Audience (Among Top 100)
Vimeo +52%
Perform Sports +40%
AOL, Inc. +16%
Dailymotion.com +14%
Adobe Sites +13%
Amazon Sites +11%
Turner Digital +10%
Disney Online +7%
Sky Sites +5%
Demand Media +5%
PC-Based Unique Visitors (000) Exclusive Video Unique Visitors (000)
© comScore, Inc. Proprietary. Source: comScore MMX Multi-Platform BETA, December 2012, UK 6+ 34

35. #FutureinFocus
ONLINE VIDEO
© comScore, Inc. Proprietary.

36. Mobile Video Shows Tremendous Growth in EU5 in One Year
158.9 Million Online Video Viewers vs. 48.1 Million Mobile Video Users
Online Video Growth on PC 5%
160,000
155,000
150,000
145,000
Total Unique Viewers (000)
140,000
Dec Dec
2011 2012
Mobile Video Growth
60,000
162%
50,000
40,000
30,000
20,000
10,000
Total Unique Viewers (000)
0
Dec Dec
2011 2012
Source: comScore Video Metrix, December 2012, EU5 15+
© comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, EU5 13+ 36

37. Google’s YouTube Still King of Online Video
Total
Top
3
Video
Sites
in
Russia %
Growth
Videos
Minutes
Unique
Source:
comScore
Video
Metrix,
vs
Year
per
per
Total
Viewers
Top
3
Video
Sites
in
Germany %
Growth
Videos
Minutes
Dec-­‐12 Ago Viewer
Viewer
Unique
(000)
Source:
comScore
Video
Metrix,
vs
Year
per
per
Total
Internet:
Persons:
15+
55,591 17 186.2 1,359
Viewers
Dec-­‐12 Ago Viewer
Viewer
Google
Sites 50,364 58 64.8 289
(000)
Total
Internet:
Persons:
15+
44,472 3 181.9 1,299
Mail.ru
Group 36,331 36 18.7 55
Google
Sites 38,370 8 97.4 459
Gazprom
Media 18,814 25 5.5 7
Facebook.com 13,705 60 9.7 21
ProSiebenSat1
Sites 9,026 -­‐20 7.4 14 Total
Top
3
Video
Sites
in
Spain %
Growth
Videos
Minutes
Unique
Source:
comScore
Video
Metrix,
vs
Year
per
per
Viewers
Total
Dec-­‐12 Ago Viewer
Viewer
Top
3
Video
Sites
in
France %
Growth
Videos
Minutes
(000)
Unique
Total
Internet:
Persons:
15+
19,394 1 206.2 989
Source:
comScore
Video
Metrix,
vs
Year
per
per
Viewers
Google
Sites 16,630 -­‐15 67.1 461
Dec-­‐12 Ago Viewer
Viewer
(000)
VEVO 9,338 2 10.7 31
Total
Internet:
Persons:
15+
37,646 1 195.8 1,094
Viacom
Digital 5,249 7 5.6 16
Google
Sites 31,921 -­‐5 69.1 412
Dailymotion.com 17,698 1 20.7 79 Total
VEVO 14,333 22 10.4 28 Top
3
Video
Sites
in
Turkey %
Growth
Videos
Minutes
Unique
Source:
comScore
Video
Metrix,
vs
Year
per
per
Viewers
Dec-­‐12 Ago Viewer
Viewer
(000)
Total
Top
3
Video
Sites
in
Italy %
Growth
Videos
Minutes
Total
Internet:
Persons:
15+
21,810 1 239.6 1,389
Unique
Source:
comScore
Video
Metrix,
vs
Year
per
per
Google
Sites 19,949 0 164.3 483
Viewers
Dec-­‐12 Ago Viewer
Viewer
Facebook.com 15,436 -­‐7 21.6 103
(000)
Nokta.com
Medya 9,890 -­‐22 11.2 42
Total
Internet:
Persons:
15+
23,857 13 186.0 1,208
Google
Sites 20,840 -­‐1 105.7 380
Total
VEVO 10,079 6 12.6 35 Top
3
Video
Sites
in
UK %
Growth
Videos
Minutes
Unique
Facebook.com 7,942 0 5.7 12 Source:
comScore
Video
Metrix,
vs
Year
per
per
Viewers
Source: comScore Video Metrix, December 2012, 15+ Dec-­‐12 Ago Viewer
Viewer
Please note Video Metrix reports on both ad and content videos
(000)
Total
Internet:
Persons:
15+
33,504 8 303.4 1,870
Google
Sites 29,522 4 122.6 519
Facebook.com 12,963 72 9.6 19
© comScore, Inc. Proprietary. 37
VEVO 10,985 1 14.6 43

38. Newspapers: Monetising Video Content
% Ads of
Total Videos:
Advertising is one of the most
28.8%
important revenue streams for
publishers. Get the insights to
redesign your pages or create more
effective ad packages, in real time.
www.comScore.com/Monetization
Total Videos (000)
% Ads of
Total Videos:
30.7% % Ads of
Total Videos:
23.6%
% Ads of
% Ads of % Ads of
Total Videos:
Total Videos: Total Videos:
16.6%
47.2% 8.2%
News/Information - The Guardian Mail Online Telegraph Media The Sun Online The New York
Newspapers Group Times Brand
© comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2012, UK 6+ 38

39. #FutureinFocus
SEARCH
© comScore, Inc. Proprietary.

40. Turkey Leads The Way With Most Searches per Searcher in Europe
UK Internet Users Searched 161 Times on Average During December
242.7
195.4
Searches per Searcher
160.8
149.5
138.4 138.8 133.6
131.0 127.3 125.9
124.0
118.2 118.2 117.4 115.5
105.5
103.8
93.4 89.6
© comScore, Inc. Proprietary. Source: comScore, qSearch, December 2012, Europe 15+ 40

41. Google Captures 86% of the EU Search Engine Market
2%
1%
10% 1%
Google Search
Share of Searches
Yandex Web Search
Mail.Ru - Search
Bing
Ask Network
86%
© comScore, Inc. Proprietary. Source: comScore, qSearch, December 2012, Europe 15+ 41

42. Europeans Search on Facebook, eBay and Amazon, Not Just Search
Engines like Google and Yandex
Searches per
Searcher
Google Sites 388,519 115.0
Facebook.com 89,853 4.4
eBay 88,159 24.9
Amazon Sites 74,003 9.8
Yandex Sites 69,365 66.9
Microsoft Sites 63,042 10.3
Ask Network 60,239 5.6
Mail.ru Group 46,680 23.7
Wikimedia 3.5
40,277
Foundation Sites
Yahoo! Sites 31,043 11.8
Unique Searchers (000)
© comScore, Inc. Proprietary. Source: comScore, qSearch, December 2012, Europe 15+ 42

43. #FutureinFocus
DIGITAL ADVERTISING
© comScore, Inc. Proprietary.

44. Understanding Campaign Effectiveness
To better understand the quality of ad delivery today and to start an informed discussion across markets,
comScore conducted vCE charter studies around the globe to measure impressions delivered across a
Europe 2012
variety of dimensions, such as ads delivered in-view, in the right geography, in a brand safe environment and
absent of non-human traffic. Following is a summary of the European highlights.
© comScore, Inc. Proprietary. 44

45. European Charter Study Highlights
23 campaigns
14 advertisers The EU study involved major
brand advertisers in 8
markets to understand ad
1.4 billion impressions visibility, demo targeting and
brand safety
237,000 sites
© comScore, Inc. Proprietary. Source: comScore EU Charter Study, Mar-Aug 2012 45

46. EU Study Findings: Over One-third of Ad Impressions Were Never
In-view, a Higher Percentage Than in US Study
US EU
IN-VIEW RATE
69% 63%
AVERAGE AVERAGE
In-view is defined as an ad impression with at least 50% of the ad’s pixels
visible for one second or more
© comScore, Inc. Proprietary. Source: comScore EU Charter Study, Mar-Aug 2012 46

47. EU Study Findings: Ad Visibility Differs Depending on Size of Site
Percent of Ads Served In-view within a Given Site Category
67%
66% 66%
59%
Top 50 Sites Top 100 Sites Top 500 Sites The Long Tail
(Remaining 501+
Sites)
© comScore, Inc. Proprietary. Source: comScore EU Charter Study, Mar-Aug 2012 47

48. EU Study Findings: In-view Rates Also Differ by Size of Creative
Percent of Ads Delivered In-view by Ad Size
71%
69%
63%
160 x 600 350 x 250 728 x 90
© comScore, Inc. Proprietary. Source: comScore EU Charter Study, Mar-Aug 2012 48

49. Brand Marketers Need Tools To Ensure Their
Ads Do Not Appear Near Inappropriate Content Visit www.comScore.com/vCE
to learn how to optimise your
campaigns for
ad visibility, demo targeting and
brand safety.
US EU
92,000 people 21,000 people
In the US In the EU
72% and 55% of US and EU campaigns had impressions served in
inappropriate brand content
© comScore, Inc. Proprietary. Source: comScore EU Charter Study, Mar-Aug 2012 49

50. #FutureinFocus
SPOTLIGHTS AND SCORECARDS
© comScore, Inc. Proprietary.

51. Spotlight on News/Information, Retail and Banking
+ Snapshots per Country
News/Information – Retail – Banking The Scorecard section also provides more detailed,
This report includes a special review of three country level, information for three key internet
categories that are of particular interest to the categories – News/Information, Retail and Banking.
industry – either because these activities show These are three of over 100 categories and sub-
particularly high adoption rates (News/Information) categories broken out in comScore’s dictionary.
or high growth rates (Retail and Banking).
Scorecard Section for 18 European Countries Please click on the country to get directly
The following ‘Scorecard’ section (starting on page to the Snapshot section:
59) provides the top 20 sites across all 18 • Austria • Norway
European countries measured individually by • Belgium • Poland
• Denmark • Portugal
comScore. Furthermore it shows how these sites
• Finland • Russian Federation
have grown over the past year and the levels of • France • Spain
engagement (average minutes and average pages • Germany • Sweden
per visitor) per site. • Ireland • Switzerland
• Italy • Turkey
• Netherlands • United Kingdom
© comScore, Inc. Proprietary. 51

52. News/Information –
8 out of 10 European Internet Users Visit News and Information Sites
34,601 Nearly 327 million Europeans
visited News and Information
sites in December 2012
27,441
Total Unique Visitors (000)
21,517 21,129 20,773 20,245
19,325
17,425
16,558 16,096
© comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe 15+ 52

53. News/Information – 55+ Year Olds Spent Most Time on News/Info Sites,
but Fastest Growing is 35-44 Age Group
Across Europe, time spent on news/
information sites increased by 10% to 61.5
minutes per person in Dec. 2012
Average Minutes per Visitor
Dec-11 37.8 53.8 54.8 66.2 73.5
Dec-12 41.6 57.2 63.2 69.6 82.6
Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+
© comScore, Inc. Proprietary. Source: comScore MMX, December 2011 - December 2012, Europe 15+ 53

54. Retail –
More Than 146 Million Europeans Visit Comparison Shopping Sites
Top 5 Retail Subcategories by Unique Visitors (000)
160,000
146,595
143,335 139,706
140,000 132,884
123,635
119,704
120,000
100,000 94,609
87,510
80,000
57,460
60,000
49,812
40,000
20,000
0
Comparison Consumer Apparel Computer Home Furnishings
Shopping Electronics Hardware
Dec-2011 Dec-2012
© comScore, Inc. Proprietary. Source: comScore MMX, December 2011 - December 2012, Europe 15+ 54

55. Retail – Top 10 European Retail Websites
German Retail Group Otto Only Behind Amazon and Apple Average
Minutes
per Person
Amazon Sites 123,524 28.2
Apple.com Worldwide Sites 54,057 9.3
eBay, which is listed in the
auction category, as opposed to
Otto Gruppe 33,068 21.6
retail, had 117.8 million Unique
Visitors in December 212
Total Unique Visitors (000)
LeGuide.com Sites 28,293 2.7
Groupe PPR 26,939 12.9
Samsung Group 21,634 5.5
IKEA 18,951 12.8
Yandex Market 18,899 9.1
Dixons Retail Plc. 17,922 7.6
Rakuten Inc 17,572 10.8
© comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe 15+ 55

56. Retail –
Top Mobile Retail Activities in EU5 (France, Germany, Italy, Spain and UK)
Top Smartphone Retail Activities
1. Found Store Location (20.4% of Smartphone Users)
2. Compared Product Prices (17.5% of Smartphone Users)
3. Researched Product Features (16.2% of Smartphone Users)
Top Smartphone Retail Activities in Store
1. Took Picture of a Product (19.3% of Smartphone Users) 14.1% of EU5 smartphone
2. Texted or Called Friends/Family about a Product (18.0% of Smartphone Users) users purchased a good or
service on their device in
3. Sent Picture of Product to Family/Friends (9.8% of Smartphone Users) December 2012
Top Goods or Services Purchased on a Smartphone
1. Clothing or Accessories (37.3% of Smartphone Shoppers)
2. Books (excl. ebooks) (27.9% of Smartphone Shoppers)
3. Consumer Electronics/ Household Appliances (27.5% of Smartphone Shoppers)
© comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, EU5 13+ 56

57. Banking – Penetration Across Europe
Netherlands Leads with 66% of Internet Users Visiting Online Banking Sites
Reach (%) of Online Banking
Netherlands 66.0
France 60.0
Finland 56.4
United Kingdom 54.8
Sweden 54.2
Poland 52.3
Germany 48.0
Spain 45.5
Norway 43.6
Denmark 42.3
Belgium 40.5 2 in 3 Dutch internet users
visited online banking
Europe 39.9 websites, while only 18.8% of
Turkey 39.6 Swiss users bank online
Austria 36.9
Ireland 31.4
Italy 28.6
Portugal 25.3
Russian Federation 22.2
Switzerland 18.8
© comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe 15+ 57

58. Banking –
UniCredit Shows the Fastest Growth Amongst Top 10 Banking Sites
Top 10 European Banking Websites by Unique Visitors (000) in Dec. 2012
+3% +8%
+15% +23%
11,622 11,577
10,749 +40%
10,553 +7%
-9%
8,987 +5% +28%
8,290 +11%
7,831
7,027 6,807 6,780
© comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe 15+ 58

59. Download further reports from the Future in
Focus series analysing mobile trends or
providing a detailed view of the digital
landscape in the US, UK, Germany or France.
www.comscore.com/futureinfocus2013
SCORECARDS
© comScore, Inc. Proprietary.