Презентация об Интернете в Канаде

1. Online Presence Continues to Grow and Persons 55+ Grew the Most
in Q4 2010
Total Internet
25,100 24,989
25,000
Total UV (000)
+2%
24,900
24,800
24,700 24,602
24,600
24,500
24,400
Growth of Online Users by Age
Q4 2009 vs. Q4 2010
10,000 +1%
9,000
Total UV (000)
8,000 0%
7,000
6,000 -4% +12%
5,000
4,000 8,708 8,767
3,000 6,750 6,760
2,000 4,895 4,690 4,225 4,747
1,000
0
Persons: 2-17 Persons: 18-34 Persons: 35-54 Persons: 55+

2. % Composition Unique Visitors % Composition UV
by Age Segments Regional Breakout
Males Females Atlantic
7%
British
2-17 9% 10% Columbia
Ontario
13%
38%
Praries
18-24 5% 5% 18%
Quebec
25-34 9% 9% 24%
% Composition
35-44 9% 9% Household Income Breakout
35%
30%
45-54 9% 8% 31%
25%
20% 24% 26%
15% 20%
55+ 9% 10% 10%
5%
0%
0% 5% 10% 15% 20% Less than $40,000 - $75,000 - $100,000 or
$40,000 $74,999 $99,999 more
© comScore, Inc. Proprietary and Confidential. 9
Source: comScore Inc., Media Metrix, CA, All Locations, Persons: 2+, 3 MO. AVG Q4 2010

3. Online Landscape Worldwide in 2010
Canada maintained its position as the most engaged online audience, ranking highest among the top markets in
average hours and visits per visitor in Q4 2010.
#1 #2 #1
Total Unique Visitors
Average Hours/Visitor Average Pages/Visitor Average Visits/Visitor
(000)
Location Q4 2010 Q4 2009 Q4 2010 Q4 2009 Q4 2010 Q4 2009 Q4 2010 Q4 2009
Worldwide 1,314,031 1,206,146 23.1 23.7 2,133 2,252 53.0 54.6
China 287,451 232,037 13.5 15.6 1,238 1,599 38.6 57.7
U.S. 181,239 172,194 35.3 33.3 2,953 2,822 80.9 70.8
Japan 72,913 69,826 18.4 20.0 1,928 2,108 43.8 47.3
Germany 49,257 45,216 24.1 22.0 2,858 2,654 60.0 58.7
Russia 45,692 36,589 21.8 16.5 2,704 2,399 52.9 44.5
France 41,827 39,137 26.6 28.1 2,752 2,934 68.7 70.3
India 41,170 36,535 11.9 12.1 1,089 1,183 30.6 27.1
Brazil 39,335 32,849 25.8 27.0 2,089 2,672 56.5 58.8
UK 38,581 37,674 32.3 31.3 2,883 2,735 69.4 60.3
South Korea 30,155 29,424 27.7 35.6 4,093 4,986 50.1 72.5
Canada 22,945 23,138 43.5 42.2 3,349 3,793 95.2 88.8

4. Top Gaining Site Categories by Total Unique Visitors
More Canadians were accessing Community and Entertainment sites in Q4 2010. Political News sites saw the
strongest growth, up 47 percent versus year ago.
Top Gaining Site Categories
25,000 +18% +25%
Q4 2009 Q4 2010
Total Unique Visitors (000)
20,000
+16%
+23%
+20% +26%
15,000
+29%
+29%
10,000 +25%
+27%
+23% +29% +30%
5,000 +37%
+47%
0

5. Conversational Media Continues its Climb
Even though Social Networking had a strong reach in 2009, we continued to see growth in unique visitors in
2010. Likewise, UV growth was also seen on Blog sites as Canadians spent 58% more time and consumed 36%
more pages in Q4 2010 compared to that of Q4 2009.
Social Networking Blogs
+13% YoY +9%
25,000
Total Unique Visitors (000)
24,000
23,000
22,000
21,000
20,000
19,000
18,000
17,000
16,000
15,000

6. Top Conversational Media Sites
Total Unique Visitors (000): % Change % Change
Most Q4 2010 Q4 2009 Unique Total
Conversational Visitors Minutes
Media sites saw an +7% -4%
Facebook.com
increase in unique
visitors and time Blogger -3% +11
spent in Q4 2010 Windows Live Profile -25% -34%
compared to last
Technorati Media +40% +161%
year.
WordPress -16% -1%
Federated Media +31% +138%
Twitter.com +11% +26%
LinkedIn.com +35% +79%
Top gainers included: N/A N/A
Gawker Media
Technorati Media (40%)
Federated Media (31%) HubPages.com +63% +107%
Twitter.com (11%)
Myspace -42% -76%
LinkedIn.com (35%)
Squidoo.com +19% +26%
BlogHer +1% +34%
DeviantArt.com -24% +8%
Typepad -25% -2%

7. Persons 55+ were the Strongest Drivers of Social Networking Growth
Social Networking continues to be consumed by many different demographics of the Canadian population. As
this category continues to grow, older age segments are increasingly more engaged in this content.
Persons Age: Q4 2010 Social Media Growth Q4 2009 vs. Q4 2010
% Change
% Change
Persons - Age Unique
Total Visits
6% Visitors
17%
2-17 12% 2-17 -9% -18%
18-24
18-24 -1% -7%
25-34
35-44 10%
25-34 14% 15%
45-54
17%
55-64 35-44 12% 15%
65+
45-54 15% 15%
19%
55-64 36% 48%
19%
65+ 34% 45%

8. Ad Dollars Continue to Flow Online in 2010
Total Display Ad Percentage of 2010 Total Display Ad Impressions
Impressions (MM)
182,500
180,927 Q4 2010 Q1 2010
27% 24%
180,000
Q2 2010
Q3 2010 24%
177,500 25%
175,970
175,000
The number of total display ad impressions has grown 3% in 2010, with
the majority of the ad impressions delivered in the final quarter of the
172,500 year. In 2010, the top two advertisers online were Procter & Gamble,
followed by GMAC/Ally. Together they accounted for nearly 17 billion
display ad impressions throughout the year.
170,000
Q4 2009 Q4 2010

9. A Shift: Where Advertising is Displayed Online
Total Display Ad Impressions (000) by Category +15.6
Q4 2009 Q4 2010 billion
60,000,000
50,000,000
40,000,000
30,000,000
-5.1 +11.1
billion billion
20,000,000 +2.2
-1.0
billion
billion
10,000,000
0
E-mail Business/Finance Photos Sports Social Networking
While the number of total display ad impressions grew 3% in 2010, the Social Networking category has shown
the largest increase in ad impressions delivered, accounting for more than 58 billion impressions in Q4 2010.
This is the result of increased social media sites that have the ability to deliver ad impressions and shifting ad
impressions delivered on categories like: E-mail (-34%) and Business/Finance (-28%).

10. Smartphone Penetration by Market
% Change Mobile Platforms for Reportable Countries
Q4 2009 vs. Q4 2010
Smartphone: Smartphone: Smartphone: Smartphone: Smartphone: Smartphone:
+60% +63% +38% +12% +59% +81%
Feature Phone: Feature Phone: Feature Phone: Feature Phone: Feature Phone: Feature Phone:
-12% -17% -14% -6% -11% -14%
Mobile Platforms for Reportable Countries
Q4 2010
100%
80% Smartphone Feature Phone
% Composition
Leader Leader
60%
40%
20%
0%
Smartphone Feature Phone
Japan United States United Kingdom Spain Italy Germany France

11. Platform Share of Smartphone Subscribers
RIM Google Apple Microsoft Palm Symbian
US 32% 29% 25% 8% 4% 3%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Total Subscribers (000s)
100% 4%
7% 12%
90% 19% 10% 13% 20%
32%
Total Subscribers (000s)
80% 7% 5% 21%
70%
28% 5% 31%
60%
50%
17% 66% 68% 8%
40% 55%
48%
30%
31%
20% 30%
10%
12% 9% 10% 13% 10%
0% 5%
JA UK SP IT GE FR