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Comscore 2010 europe digital year in review
The comScore 2010 Europe Digital Year in Review                                       February 2011




The 2010 Europe Digital Year in Review
The European Digital Landscape continues to evolve, with 2010 proving to be yet another exciting
year of change. The rise of social networking, availability of video content and growing mobile media
consumption is changing the marketer’s toolkit and creating new and unique opportunities to engage
with the European consumer.


In order to understand this opportunity more clearly we are pleased to launch our analysis of digital
trends for the European market. This report follows our Digital Year in Review for the US market,
http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010_US_Digital_Year_in_Review
and our Mobile Year in Review for US, EU5 (UK, France, Germany, Italy and Spain) and Japan.
http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010_Mobile_Year_in_Review


The many issues that will be addressed in this report include:
       How does the European digital consumer compare to the rest of the world?
       What European markets have the highest engagement online and how does that compare
        across age groups?
       Which site content categories are growing in popularity?
       What trends are we seeing in the social networking space and what impact does that have on
        email and instant messaging activity?
       How has the consumption of online TV content changed over time?
       What European smartphone operating system is growing the fastest?
       Which search providers are starting to make headway against Google in Europe?


The comScore 2010 European Digital Year in Review offers a comprehensive overview of the
digital landscape in Europe. This report will examine the trends in European internet usage, social
networking trends, online video consumption, mobile and search, and includes individual scorecards
highlighting demographic data and top 20 sites for Austria, Belgium, Denmark, Finland, France,
Germany, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Russia, Spain, Sweden, Switzerland,
Turkey and the United Kingdom.




                                                                                                        2
The comScore 2010 Europe Digital Year in Review                                                                           February 2011




Table of Contents: 2010 Europe Digital Year in Review

Europe Overview .................................................................................................................................. 4
   Includes: Individual Market Penetration and Engagement, Demographic Comparison


Top Web Properties and Category Trends 2010 ............................................................................... 5
   Includes: Top Properties and Categories, Trends in Instant Messaging, Email and Portals


Social Networking Trends 2010 .......................................................................................................... 7
   Includes: Top Social Network Trends, Facebook Statistics, Demographic Analysis


Online Advertising Trends 2010 ....................................................................................................... 12
   Includes: Ad Impressions, Advertising Exposed Reach, Top Publisher Categories


Category Spotlight: Couponing ........................................................................................................ 14
   Includes: Region and Market Comparisons, Impact of Groupon


TV and Video Trends 2010 ................................................................................................................. 16
  Includes: TV Category Viewing, Time Spent Watching Videos, Average Video Length,
  Demographics of the Typical Video Consumer


European Mobile Market 2010 .......................................................................................................... 20
   Includes: Smartphone Penetration, Comparison of Smartphone Operating Systems, Market
   Enablers


European Search Market 2010 .......................................................................................................... 22
   Includes: Market Comparisons, Top and Emerging Search Providers


Looking Ahead to 2011 ...................................................................................................................... 24


European Market Scorecards ........................................................................................................... 26
   Includes: Demographics, Engagement, Top 20 sites for Austria, Belgium, Denmark, Finland,
   France, Germany, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Russia, Spain, Sweden,
   Switzerland, Turkey and United Kingdom.


About comScore and Our Methodology ........................................................................................... 35




                                                                                                                                                  3
The comScore 2010 Europe Digital Year in Review                                                                     February 2011




Europe Overview
The Netherlands and UK Lead in Engagement
Europeans spend the equivalent of one day a month online (24:20 hours) with the Netherlands (31:39
hours) and United Kingdom (30:38 hours) far exceeding this trend. Consumers in Italy (16:02 hours)
and Austria (13:11 hours), however, spend nearly half as much time online as users in Holland and
the UK. Austria’s low engagement is not surprising as it has the lowest penetration of Social
Networking sites among all countries in Europe.

                                              Unique Visitors (000) and Average Time Online in Europe
                                                           Source: comScore Media Metrix, Dec-2010




                                                                                                                                Average Hours per Visitor (hh:mm)
                                 60,000                                                                                 33:36
                                 50,000                                                                                 28:48
         Unique Visitors (000)




                                                                                                                        24:00
                                 40,000
                                                                                                                        19:12
                                 30,000
                                                                                                                        14:24
                                 20,000
                                                                                                                        9:36
                                 10,000                                                                                 4:48
                                     0                                                                                  0:00




                                                 Total Unique Visitors (000)                Average Hours per Visitor




European Demographics Skew Older than Emerging Markets
Relative to the emerging markets of Asia Pacific and Latin America, Europe’s typical digital user is
markedly older, with more than half above the age of 35. Of the more than 360 million online
consumers in Europe, females represent a slightly larger percentage (48 percent) as compared to the
worldwide average (46 percent). A comparison of individual market demographics can be found later
in this report in the European Market Scorecard section.


                                                     Distribution of Internet Users, Age 15+
                                                     Source: comScore Media Metrix, December2010
                                                                                                                 UV (MM)
                                     World-Wide           28%           25%               26%             22%     1,323.5

                                      Asia Pacific         32%             25%              25%            18%     534.0

                                          Europe         24%         23%              28%                 25%      361.7

                                   North America        23%         23%             27%               28%          204.0

                                    Latin America          32%                30%            19%           19%     111.4


                                                       M 15-34      F 15-34         M 35+         F 35+


                                                                                                                                                                    4
The comScore 2010 Europe Digital Year in Review                                                   February 2011




Europeans Spend More Time on Facebook than Any Other Site
                                                              rd
Facebook, with more than 230 million visitors, is the 3 most popular site in all of Europe and ranks
higher than any other media property at keeping consumers’ attention. The other sites within the top
10 for time spent online are local favourites from Russia (Mail.ru Group, Vkontakte and Yandex Sites),
Spain (Terra – Telefonica, the parent of Tuenti.com) and Poland (Nasza-Klasa.pl).

                         Percentage of Time Spent on Top 100 Properties in Europe
                                    Source: comScore Media Metrix, Dec-2010
                                                                                 Facebook.com
                                                                                 Google Sites
                                                                                 Microsoft Sites
                                              11.7%
                                                                                 Mail.ru Group

                                                      10.4%                      Vkontakte
                                                                                 Yahoo! Sites
                                                      10.0%                      eBay
                                                                                 Terra - Telefonica
                                                                                 Yandex Sites
                                                                                 Nasza-Klasa.pl
                                                                                 All Other




Fastest Growing Content Categories – Social Activities on the Rise
With many social networking sites in the top ranking for Europe, it’s no surprise that sharing
constitutes the most popular behaviour on the web. Consumers are enjoying passing along photos,
experiences and updates in order to stay connected. Instant messaging however has fallen out of
favour with a decline of 8.3 percentage points versus a year ago. Auction sites are also proving less
popular, with eBay for example losing 3.6 percentage points in 2010.

                                    Reach of Top Categories in Europe
                      Source: Panel only data, comScore Media Metrix, Dec-2010 vs. .Dec-2009

            Search/Navigation                                 91%                      8.6
             Social Networking                              84%                          10.8
        Directories/Resources                             75%                         7.6
                    Multimedia                           74%                         6.5
                         Retail                          73%                          7.2
            News/Information                           67%                           6.1
                        Photos                         67%                                   17.2
                         e-mail                        67%                         3.7
                    Technology                        65%                          4.2
                    Community                         64%                             7.7
                    Downloads                        62%                            5.7
                          Blogs                    55%                            3.4
                        Games                      55%                            2.5
              Business/Finance                    52%                              3.9
        Entertainment - Music                    49%                              2.5
                             TV                45%                                  4.8
           Instant Messengers                 41%                 -8.3
                         Travel               40%                                  3.8
                      Auctions               37%                     -3.6
       Entertainment - Movies                36%                                   3.6
                                                                     Point Change from 2009

                                                                                                                  5
The comScore 2010 Europe Digital Year in Review                                                       February 2011




Instant Messaging Experiences Rapid Declines
Instant Messengers were once one of the most popular pastimes online but times have changed with
consumers spending 39 percent less time using IM. In their place, Social Networking sites have
eclipsed most other activities and are a magnet for consumers to while away their day with 34 percent
more time spent social networking versus last year. Contrary to the US market, web-based email has
remained a small but stable activity throughout 2010.


                          Percent (%) Share of Time Spent Online in Europe
                     Source: Panel only data, comScore Media Metrix, Dec-2009 to Dec-2010
            25%

            20%

            15%

            10%

             5%

             0%




                                        Social Networking                     Portals
                                        Instant Messengers                    e-mail




Email Still Popular Among the Older Generation
A further analysis of the trends for web email, Instant Messengers, Portals and Social Networking
sites show that there are slight differences between age groups. The younger generation aged 15-34
are increasingly shifting their online activity to social networking (+32 percent) whereas the older
population, above the age of 35, are experimenting with social networking but also embracing the
comfort of traditional email (+6 percent).

                     Year-over-Year Change in Time Spent Online in Europe
                              Source: comScore Media Metrix, Dec-2010 vs .Dec-2009
          50%
                                                                                                38%
          40%                                   32%
          30%
                          Ages 15-34                                          Ages 35+
          20%
          10%                                                          6%

           0%
          -10%
          -20%         -11%
                                                                                        -18%
          -30%
                                        -28%
          -40%
                                 -38%
          -50%                                                                 -42%



                         Email      Instant Messengers       Portals        Social Networking

                                                                                                                      6
The comScore 2010 Europe Digital Year in Review                                                                                            February 2011




Social Networking Growth in Europe
Europe Shows the Highest Growth in Social Networking Reach across Regions
                                                                 1
Social networking sites grew worldwide in 2010, fuelled by growth in Europe, North America, and
Latin America. By the end of the year, social networking monthly penetration in Europe reached 84.4
percent of all European internet users, representing a 10.9 percentage point gain – the highest of any
global region. Social networking accounted for 22.8 percent of all page views in Europe in 2010, and
approximately four out of every ten internet sessions included a visit to a social networking site.

                                          Reach of Social Networking Sites by Region
                            Source: Panel only data, comScore Media Metrix, Dec-2010 vs. Dec-2009

             North America                                                                            89.8%                         6.6
              Latin America                                                                          87.7%                         5.5
                        Europe                                                                    84.4%                                    10.9
      Middle East - Africa                                                                      81.2%                        2.7
                    Asia Pacific                                         47.9%                                           N/A

                                                                                                                        Point Change from 2009



Social Networking Grows Across All Markets in Europe
The overall growth in the reach of social networking sites in Europe reflects growth across all
                2
markets. The Russian Federation showed the greatest growth with a 21.5 percentage point increase,
followed by Germany (up 16.6 points). Austria, despite having the lowest social networking
penetration overall, also experienced significant growth with a 16.3 percentage point increase.

                                         Reach of Social Networking Sites by Market in Europe
                                    Source: Panel only data, comScore Media Metrix, Dec-2010 vs. Dec-2009

                        Europe                                                                84.4%                                 10.7
                        Turkey                                                                    92.2%                  4.0
                        Poland                                                                   90.6%                 N/A
              United Kingdom                                                                    87.9%                   1.8
                        Finland                                                                86.5%                               9.7
                       Norway                                                                  85.6%                         5.0
                  Netherlands                                                                  85.1%                   0.0
                      Portugal                                                                 85.0%                           6.9
                          Spain                                                               84.6%                               11.3
                        Ireland                                                               84.2%                             8.1
            Russian Federation                                                                83.4%                                           21.5
                       Sweden                                                                 83.1%                       2.6
                           Italy                                                             82.5%                         4.2
                       Belgium                                                               82.0%                        2.5
                      Denmark                                                                81.3%                          5.0
                         France                                                             80.6%                                   11.0
                      Germany                                                               79.4%                                       16.6
                   Switzerland                                                            75.2%                          1.5
                        Austria                                                           74.5%                                           16.3

                                                                                                                    Point Change from 2009



1
    Year-over-year comparisons for Asia Pacific may include inorganic growth/loss due to a change in methodology in February 2010 and thus have been excluded
2
    At present, there are no comScore data available on the reach of social networking sites in Poland from 2009 from which one can draw a comparison.


                                                                                                                                                                7
The comScore 2010 Europe Digital Year in Review                                                  February 2011




      Demographic Profile of Social Networking Users in Europe
      A demographic analysis of social networking users in Europe reveals women leading in terms of
      engagement. In December 2010, women spent 24.3 percent of their online time on social networking
      sites, up 5.6 percentage points from a year earlier. By contrast, men spent only 16.8 percent of their
      time on these sites, showing only a 3.1 percentage-point increase from 2009. These figures are well
      above the worldwide average, which shows women across the globe spending18.3 percent of their
      online time on social networking sites. Compared to Europe, women worldwide spent less than a fifth
      of their time online on social networking, and men spent even less, with only 13.1 percent of their time
      on social networks.

                         Percentage of Time Spent on Social Networking Sites by Gender in Europe
                                         Source: comScore Media Metrix, Dec-2009 to Dec-2010
                     30.0%
                     25.0%                                                                                  +5.6
                     20.0%
                                                                                                            +3.1
                     15.0%
                     10.0%
                      5.0%
                      0.0%




                                                            Females        Males




      The profile of social networking users in Europe also reveals an audience that generally skews
      younger, with 15-24 year olds representing 25.3 percent of users, followed closely by 25-34 year olds
      at 24.3 percent. While the breakdown of European visitors to Facebook and Twitter mirrors that of
      social networking site users in general, LinkedIn has an older age profile. Only 10.4 percent of its
      visitors are under 25 years old, while half of the site’s audience is between the ages of 35-54. This
      older age profile is understandable given the site’s orientation toward professional networking.

                       Demographic Profile: Share of European Visitors to Facebook, Twitter, and LinkedIn
                                                Source: comScore Media Metrix, Dec-2010
              100%
               90%             13.1%                    12.4%                      13.5%                 15.6%
               80%             16.4%                    15.6%                      15.9%
               70%                                                                                       20.9%
% of Market




               60%             20.9%                    20.4%                      19.9%
               50%                                                                                       27.9%
               40%             24.3%                    24.6%                      22.5%
               30%
               20%                                                                                       25.2%
                               25.3%                    27.1%                      28.1%
               10%
                                                                                                         10.4%
                0%
                        All Social Networking            Facebook                Twitter                LinkedIn
                       Persons: 15-24         Persons: 25-34      Persons: 35-44      Persons: 45-54      Persons: 55+




                                                                                                                         8
The comScore 2010 Europe Digital Year in Review                                                    February 2011




Facebook and Social Networking Penetration by Market
By the end of 2010, Facebook was the leading social networking site in 15 of the 18 European
markets included in this report. Only the Netherlands, Poland, and Russia have other social networks
– in each case a home grown site – with audiences larger than Facebook. With 48 percent monthly
penetration of the internet user population in the Netherlands, Facebook currently ranks second to
Hyves, while it also ranks second in Poland with 55.5 percent penetration behind Nasza-klasa.pl. It
should be noted, however, that Facebook is growing rapidly in both those markets. In Russia,
Facebook has its lowest penetration in Europe at 18.8 percent, currently lagging behind leaders
Vkontakte, Odnoklassniki, and Mail.ru – My World.

Turkey had the highest Facebook penetration in Europe at 90.4 percent, followed by the UK at 81.7
percent. Nordic countries ranked in four of the next five spots, led by Finland (81.2 percent), Norway
(79.7 percent) and Sweden (78.5 percent). Italy ranked sixth at 78.1 percent, while the fourth Nordic
country Denmark followed at 77.5 percent.



                Facebook.com's Share of the Market in Europe by Percentage Reach
                             Source: Panel only data, comScore Media Metrix, Dec-2010

                     % Reach of Social Networking Sites           % Reach of Facebook.com
                  Europe                                           63.6%                         84.4%
                   Turkey                                                                 90.4%         92.2%
          United Kingdom                                                           81.7%           87.9%
                  Finland                                                         81.2%           86.5%
                  Norway                                                         79.7%           85.6%
                  Sweden                                                         78.5%          83.1%
                     Italy                                                       78.1%         82.5%
                Denmark                                                         77.5%          81.3%
                  Ireland                                                       77.0%            84.2%
                 Portugal                                                     74.2%              85.0%
                 Belgium                                                   74.0%               82.0%
                   France                                                  73.5%            80.6%
                    Spain                                                69.1%                   84.6%
                  Austria                                               68.3%            74.5%
              Switzerland                                               67.3%            75.2%
                Germany                                         58.1%                      79.4%
                   Poland                                     55.5%                                    90.6%
             Netherlands                                48.0%                                    85.1%
       Russian Federation          18.8%                                                        83.4%

                             0%            20%          40%             60%              80%             100%




                                                                                                                   9
The comScore 2010 Europe Digital Year in Review                                                                                  February 2011




Markets Showing Greatest Facebook Growth
Although Facebook is not currently the leading social network in the Netherlands, it experienced
significant growth in 2010 in that country and in several other European markets. In addition to the
Netherlands, Facebook achieved its most significant gains in Portugal (up 48.2 percentage points),
Germany (up 35.7 points), Austria (up 27.2 points) and Spain (up 18.5 points). In April 2010,
Facebook eclipsed the leading social networks in Portugal (Hi5) and Germany (StudiVZ/VZ-
Netzwerke) to assume the #1 position among social networking sites in both those markets. The
previous year, Facebook grabbed the #1 position in Spain (from Tuenti.com) and in Austria (from
Netlog.com).

                                        Top Five European Markets for Facebook Growth by Increase in
                                                             Percentage Reach
                                                   Source: comScore Media Metrix, Dec-2009 to Dec-2010
                                80%                                                                                                  +48.2
                                70%                                                                                                  +18.5
                                60%                                                                                                  +27.2
                 % o fMarket




                                50%                                                                                                  +35.7
                                                                                                                                     +23.6
                                40%
                                30%                                                                                   Point Change from 2009
                                20%
                                10%
                                 0%




                                        Portugal             Spain             Austria                   Germany             Netherlands




                               Facebook's Growth in Portugal                                             Facebook's Growth in Germany
        Source: comScore Media Metrix, Dec-2009 to Dec-2010                              Source: comScore Media Metrix, Dec-2009 to Dec-2010
                80%                                                                                     70%
                                                                          +48.2                                                                       +35.7
                70%                                                                                     60%
                60%                                                                                     50%
  % of Market




                                                                                          % of Market




                50%
                                                                                                        40%
                40%
                                                                                                        30%
                30%
                20%                       Facebook overtakes Hi5 in Portugal
                                                                                                        20%
                10%                                                                                     10%           Facebook overtakes StudiVZ in Germany
                0%                                                                                      0%
                               Dec-      Mar-      Jun-     Sep-      Dec-                                    Dec-    Mar-    Jun-      Sep-     Dec-
                               2009      2010      2010     2010      2010                                    2009    2010    2010      2010     2010
                                      Facebook.com             Hi5.com                                        Facebook.com            StudiVZ Sites




                                                                                                                                                      10
The comScore 2010 Europe Digital Year in Review                                                                       February 2011




Advertising on Social Networking Sites Grows
As social networking becomes a more integral part of the online user experience, the presence of
display advertising on social networking sites continues to grow. In the UK and France, total display
ad impressions on social networking sites grew by 47 and 64 percent, respectively, while in Germany
that number more than doubled. The increasing prevalence of social networking as a component of
the display advertising landscape is an indication that advertisers cannot afford to overlook this
channel given its potential to reach a large number of consumers with high engagement. Though
advertisers have sometimes resisted advertising on social networks due to low click-rates, it is
important to recognise that display ads have brand-building impact independent of driving clicks.



                                        Growth of Advertising on Social Networking, Display Ad Impressions (MM)
                                                                UK, France and Germany
                                                        Source: comScore Ad Metrix, Dec-2010 vs. Dec-2009
                                                 Total Display Ad Impressions      Social Networking Ad Impressions


                               80,000
                                                            71,398          69,356                                              71,149
                                                                                              69,148
                               70,000
                                            63,182
 Display Ad Impressions (MM)




                               60,000                                                                        57,050

                               50,000                                                                                 +25%
                                                     +13%                            -0.3%
                               40,000
                                                            29,488
                               30,000
                                            20,106                                                                              20,545
                                                                                              18,336
                               20,000
                                                                            11,193                           10,181 +102%
                               10,000                +47%                            +64%

                                   0
                                            Dec-09          Dec-10          Dec-09            Dec-10         Dec-09             Dec-10
                                               United Kingdom                        France                           Germany




                                                                                                                                         11
The comScore 2010 Europe Digital Year in Review                                                                                                      February 2011




Online Advertising in Europe
Display Advertising Reaches Over 97% of Users in UK, France, and Germany
In December 2010, internet users in the UK, France, and Germany received a total of 211.7 billion
display advertisements, with users in the UK market receiving the most ads at 71.4 billion, followed
closely by Germany with 71.1 billion. In all three countries, display ads reached over 97 percent of
internet users.

                                                                                  Display Ad Impressions (MM) in the UK, Germany, and France
                                                                                                     Source: comScore Ad Metrix, Dec-2010
                                                                72,000
           Total Display Ad Impressions (MM)




                                                                                      71,398
                                                                71,500                                            71,149
                                                                71,000

                                                                70,500

                                                                70,000

                                                                69,500
                                                                                                                                            69,148
                                                                69,000

                                                                68,500

                                                                68,000
                                                                                       UK                        Germany                    France

                                                                                               Total Display Ad Impressions (MM)



                                                                                  Advertising Reach in UK, France, and Germany
                                                                                       Source: comScore Ad Metrix, Dec-2010
                                                                           100%        97.5%                     97.3%                  97.5%
                                               Advertising Exposed Reach




                                                                           95%

                                                                           90%

                                                                           85%

                                                                           80%

                                                                           75%
                                                                                        UK                      Germany                 France

                                                                                                 Advertising Exposed Reach




                                                                                                                                                                     12
The comScore 2010 Europe Digital Year in Review                                                     February 2011




Social Networking Drives Advertising Market
An analysis of the top categories serving display ads in December 2010 for the UK, France, and
Germany showed Social Networking to be a key driver of display ad growth. Social Networking
publishers accounted for the largest share of display ads in the UK, where they served a total of 41.3
percent of all display ad impressions during the month. Services, which include Photos, Email, Instant
Messengers, and Coupon sites, also served a significant portion of display ads across the three
markets.



        Top 3 Categories with Highest Share                          Top 3 Categories with Highest Share
              of Display Ads in the UK                                     of Display Ads in France
           Source: comScore Ad Metrix, Dec-2010                        Source: comScore Ad Metrix, Dec-2010

  50%                                                        30%          26.5%
              41.3%
  40%                                                        25%
                                                                                          18.9%
                                                             20%
  30%
                             18.6%                           15%                                          12.8%
  20%
                                               11.3%         10%
  10%
                                                              5%
   0%                                                         0%
             Social         Services          Portals                    Social          Services          Portals
           Networking                                                  Networking



                                       Top 3 Categories with Highest Share
                                           of Display Ads in Germany
                                         Source: comScore Ad Metrix, Dec-2010

                              35%
                                           28.9%
                              30%
                              25%
                              20%                          14.5%
                              15%
                                                                              9.2%
                              10%
                               5%
                               0%
                                           Social         Services       Entertainment
                                         Networking




                                                                                                                     13
The comScore 2010 Europe Digital Year in Review                                                                                       February 2011




The Rise of Coupon Sites in Europe
Use of Coupon Sites Grows in Europe
The past year has seen online coupon sites emerge as an important channel in driving consumer
behaviour in Europe, generating a 5.7 point increase in penetration. This growth is the highest seen in
any region in 2010, bringing the reach of coupon sites in Europe to 9.6 percent of all internet users.


                                                                           Reach of Coupon Sites by Region
                                                               Source: comScore Media Metrix, Dec-2010 vs. Dec-2009

                                                      World-Wide                                6.9%
                                                   North America                                                                   18.8%
                                                           Europe                                       9.6%
                                                    Latin America                             6.2%
                                                       Asia Pacific             1.8%
                                               Middle East - Africa         0.8%

                                                                      0%               5%              10%             15%         20%
                                                                                            % Reach of Coupon Sites



Groupon Contributes to Significant Growth for Coupon Sites in Europe
The total number of people using coupon sites in Europe in a month grew 162 percent to 34.9 million
visitors in December 2010 when compared to the prior year. The sizeable growth can largely be
attributed to the emergence of Groupon, which was not a significant player in Europe in 2009.
Groupon, buoyed by its acquisition of its leading competitor in Europe, was able to establish a
presence in more than one hundred European cities in the past year and now reaches more than 12
million visitors a month, approximately one-third of the total coupon market.

                                                 Growth of Coupon Sites in Europe by Total Unique Visitors (in 000)
                                                             Source: comScore Media Metrix, Dec-2010 vs. Dec-2009
                                      40,000
                                                                                                                         34,883
                                      35,000
     Total Unique Visitors (in 000)




                                      30,000

                                      25,000

                                      20,000                                                           +162%
                                                                       13,313
                                      15,000

                                      10,000                                                                             12,309
                                                                                                                        Groupon
                                       5,000

                                          0
                                                                      Dec-2009                                          Dec-2010

                                                                            Coupon Sites in Europe           Groupon



                                                                                                                                                      14
The comScore 2010 Europe Digital Year in Review                                            February 2011




Use of Coupon Sites by Market
An analysis of individual European countries shows significant variation in the penetration of coupon
sites. France continues to lead in having the highest monthly reach (20.6 percent of all French
Internet users), followed by the UK (17 percent), and Italy (15.2 percent). Italy and Turkey
experienced the most growth, with a 15.0 and 13.6 percentage point increase, respectively.


Following tough economic conditions across Europe over the past number of years, it’s not a surprise
to see the rise of money-saving couponing activity. The viral nature of major players, such as
Groupon that encourage sharing of offers via Facebook and Twitter, will contribute to their continued
growth and act as a bellwether to other online brands about the importance of making content and
offers sharable.


                   Reach of Coupon Sites in EU countries with Highest Penetration
                           Source: comScore Media Metrix, Dec-2010 vs. Dec-2009


        Europe                             9.6%                                                 5.7
         France                                                    20.6%                         6.7
United Kingdom                                             17.0%                                6.1
           Italy                                       15.2%                                                     15.0
         Turkey                                    13.9%                                                    13.6
      Germany                                  11.1%                                                  7.8
         Poland                              11.1%                                N/A
          Spain                         8.9%                                                          8.0
       Belgium                       8.0%                                                 4.0
   Netherlands                      7.3%                                            1.6
       Portugal                  6.2%                                                           5.8

                   0%       5%       10%       15%       20%            25%               Point Change from 2009
                                 % Reach of Coupon Sites




                                                                                                            15
The comScore 2010 Europe Digital Year in Review                                                                                          February 2011




Video Growth in Europe
TV Sites Set for Continued Expansion in Europe
2010 was a strong year for TV web sites in Europe, with TV site penetration in the region increasing
by 7.5 percentage points to 47.4 percent of all European internet users in December 2010 – second
only to North America. Europe also leads in engagement with TV sites, as the average visitor spends
28 minutes visiting sites in this category each month.


German media giant ProSieben currently leads the European TV market with 32.5 million unique
visitors in December – nearly twice the audience of the second-ranking French property Groupe TF1
at 16.5 million. The German broadcaster ARD, the Italian Gruppo Mediaset, and the UK market leader
BBC round off the list of top five TV properties for the region.



                                                     Reach of Television Sites Worldwide
                                             Source: comScore Media Metrix, Dec-2010 vs. Dec-2009
        70%
                        +14.2
        60%
                                                       +7.5
        50%

        40%                                                                         +3.6

        30%                                                                                                          N / A3
                                                                                                                                              +0.3
        20%

        10%

          0%
                       North America                    Europe                  Latin America                  Asia Pacific               Middle East -
                                                                                                                                            Africa
                                                                         Dec-09        Dec-10
                                                                                                                                                                3




The increase in the regional penetration of TV sites in Europe is similarly reflected in the growth of
visitors watching online video within the TV category across individual markets. In Germany, France
and the UK, the number of unique viewers on TV sites has shown significant increases from 2009 to
2010. In December 2010, TV sites in Germany reached 16.3 million viewers, up 14 percent. France
followed with the highest rate of change at 22 percent, with 15.0 million viewers. The UK also showed
strong growth at 19 percent, with 11.0 million viewers.




3
    Year-over-year comparisons for Asia Pacific may include inorganic growth/loss due to a change in methodology in February 2010 and thus have been excluded


                                                                                                                                                                    16
The comScore 2010 Europe Digital Year in Review                                                                                        February 2011




This growth in TV site video viewership proved to be more significant than growth in online video
viewership for the overall internet market, which held steady in Europe over the past year.

                                                               Growth in Unique Video Viewers for TV Sites in Germany,
                                                                                 France, and the UK
                                                                       Source: comScore Video Metrix, Dec-2010 vs. Dec-2009
                                         18,000                             +14%
                                         16,000                                                       +22%
            Total Unique Viewers (000)




                                         14,000
                                         12,000                                                                               +19%
                                         10,000
                                          8,000
                                          6,000
                                          4,000
                                          2,000
                                                       0
                                                                          Germany                     France                    UK

                                                                                         Dec-2009     Dec-2010




Viewers in Germany, the UK, and Spain Spend the Most Time Watching Online Videos
While all countries in the EU5 (France, Germany, Italy, Spain, UK) show similar rates of penetration
for the video market on the web, averaging 83.7 percent, the levels of engagement of users in these
markets differ. In December 2010, viewers from Germany, the UK, and Spain spent more time
watching online videos than those in the US, averaging 18.0, 17.0, and 16.2 hours respectively.
Viewers in France watched 12.2 hours of video and viewers in Italy watched the least with only 10.4
hours. On average, the time EU5 video viewers spent watching online videos in December 2010 (14.8
hours) was just an hour short of how many hours the average viewer in the US spent watching videos
in a month (15.8 hours).

                                                                     Time Spent Watching Online Videos in EU5 and US
                                                                                   During the Month
                                                                             Source: comScore Video Metrix, Dec-2010
                                                                20
                                                                18
                                                                16
                                            Hours Per Viewer




                                                                14
                                                                12
                                                                10
                                                                 8
                                                                 6
                                                                 4
                                                                 2
                                                                 0
                                                                       Germany      UK        Spain        US     France       Italy

                                                                                           Hours Per Viewer



                                                                                                                                                       17
The comScore 2010 Europe Digital Year in Review                                                February 2011




Shift towards Longer Content is Shaping the Future of Online Video
Perhaps the most significant trend in 2010 for the European online video market was an increase in
the average length of videos viewed, indicating a shifting preference to consuming fewer, longer
videos. 2010 was the first year in which the number of online videos viewed decreased in the UK
(down 6 percent), France (down 14 percent) and Germany (down 13 percent). However, the average
length of videos viewed in UK, France and Germany increased by 13 percent to 5.6 minutes.


The changing demand has been both witnessed and driven by evolving strategies of top publishers,
resulting in a growing supply of monetisable content. For example, the average length of videos
viewed on YouTube – which accounts for 42.0 percent of videos viewed in the EU5 in December
2010 – increased by 9.5 percent in UK, France and Germany over the course of the year.

                                 Average Minutes Viewed Per Video in UK, Germany and France
                           6.0           Source: comScore Video Metrix, Dec-2009 to Dec-2010

                           5.8
                           5.6
       Minutes Per Video




                           5.4
                           5.2
                           5.0
                           4.8
                           4.6
                           4.4
                           4.2
                           4.0




                                                     Germany         UK        France




                                                                                                               18
The comScore 2010 Europe Digital Year in Review                                       February 2011




Online Video Viewing Dominated by Young Males
An analysis of the demographic composition of online video viewers shows younger males comprise
the largest share of the audience. Typically, members of this demographic segment have been early
adopters of new technology and media platforms. Within the EU5, under-35 year olds accounted for
over half of time spent watching online video in December 2010, compared to 41 percent of total time
on the internet. Two-thirds of time spent watching online video is accounted for by males, with the
gender split for the web as a whole much closer to fifty-fifty. Viewing within the Entertainment category
has a large impact on the skews. As an example, 16.3 percent of videos watched from Entertainment
sites in the EU5 are watched by males age 15-24, with the highest ratio found in the UK (18.5
percent).

                          Composition of Time Spent Online By Age in EU5
                          Source: comScore Video Metrix and Media Metrix, Dec-2010
             100%
                                    12%                                       18%
              90%
              80%                   16%
                                                                              19%
              70%
                                    21%
              60%
                                                                              23%
              50%
                                    24%
              40%
                                                                              21%
              30%
              20%                   27%
              10%                                                             20%

               0%
                                Online Video                            Total Web

                                   15-24       25-34    35-44   45-54   55+


                        Composition of Time Spent Online By Gender in EU5
                          Source: comScore Video Metrix and Media Metrix, Dec-2010
             100%
                                    34%                                       48%
              90%
              80%
              70%
              60%                   66%
              50%
                                                                              52%
              40%
              30%
              20%
              10%
               0%
                                Online Video                            Total Web

                                                 Male     Female




                                                                                                      19
The comScore 2010 Europe Digital Year in Review                                                           February 2011




European Mobile Usage 2010
Smartphone Penetration in EU5 Continues to Increase
Smartphones continue to become an increasingly important segment of the European mobile phone
landscape in 2010. Smartphone penetration in the EU5 (United Kingdom, France, Germany, Spain,
and Italy) increased by 9.5 percentage points to 31.1 percent, placing it higher than the US (which
saw smartphone penetration increase 10.2 percentage points to 27.0 percent).


                                    Smartphone Penetration in EU5 and US by Market Reach
                                   Source: comScore MobiLens, Dec-2010 vs. Dec-2010 (3 Month Average)

                               % Reach of Smartphones in Dec-2009         % Reach of Smartphones in Dec-2010
                         35%                     +9.5
                         30%                                                                 +10.2
                         25%
       % of Market




                         20%
                         15%
                         10%
                         5%
                         0%
                                       Europe                                                 U.S.
        Note: The total audience for comScore MobiLens includes persons age 13+.



An analysis of the growth in smartphone reach in the EU5 reveals a dramatic increase in the adoption
of Google and Apple smartphone operating systems (OS). Google Android, which experienced a 951-
percent gain in the use of its OS, now boasts an audience of 8.7 million subscribers in these five
European markets. Meanwhile, Apple experienced a 115-percent increase to 14.5 million subscribers.
While Symbian continues to lead the smartphone OS market, the growth in Google and Apple OS
usage reflects an increasing popularity for both platforms that appears positioned for continued
growth in 2011.

                                   Year-over-Year Change in EU5 Smartphone OS Users (in 000)
                                    Source: comScore MobiLens, Dec-2010 vs. Dec-2009 (3 Month Average)


                                                                                           +12%
                         35,000
                         30,000
                         25,000
           Users (000)




                         20,000
                                                   +115%
                         15,000
                                       +951%
                         10,000                                  +65%                                     -2%
                          5,000                                               +34%
                               0
                                      Google        Apple           RIM         Palm       Symbian       Microsoft
                                                            Dec-2009      Dec-2010
               Note: The total audience for comScore MobiLens includes persons age 13+.




                                                                                                                          20
The comScore 2010 Europe Digital Year in Review                                                           February 2011




Market Enablers Help Grow Mobile Media Use
The overall growth in the use of mobile media can be attributed to the continued increase in
penetration of several key market enablers: 3G device ownership, unlimited data plan subscription,
and smartphone ownership. Smartphone ownership increased 9.5 percentage points in Europe during
2010 to 31.1 percent, while 3G device ownership grew 5.4 percentage points to 47.1 percent
penetration, and unlimited data plan subscriptions grew 2.5 percentage points to 7.5 percent. With
smartphone penetration likely to reach half the European mobile marketplace in 2011, we can expect
to see mobile media usage continue to soar in the next year.


                                            Growth of Mobile Market Enablers in EU5
                                   Source: comScore MobiLens, Dec-2009 - Dec-2010 (3 Month Average)

                 50%
                                                                                                                   +5.4
                 45%
                 40%
                 35%
                                                                                                                   +9.5
  % of Market




                 30%
                 25%
                 20%
                 15%
                 10%
                   5%
                                                                                                                   +2.5
                   0%
                        Dec-2009              Mar-2010           Jun-2010             Sep-2010               Dec-10

                        3G Device Ownership          Smartphone Adoption            Unlimited Data Plan Subscription

                Note: The total audience for comScore MobiLens includes persons age 13+.




                                                                                                                          21
The comScore 2010 Europe Digital Year in Review                                                         February 2011




European Search Market 2010
European Search Intensity Varies by Market
An analysis of individual search markets in Europe reveals differing levels of search intensity in these markets.
Searchers in Poland, who make up a modest share of unique searchers in Europe, exhibit the heaviest search
intensity, with the highest number of searches per searcher across all markets. In contrast, Germany and Russia,
which have significant shares of European searchers, show lower search intensity than in most markets, indexing
below the European regional average.

                                                      Search Intensity in European Markets
                                                         Source: comScore qSearch, Dec-2010
                                       16%                                                                              200
 Share of Unique Searchers in Europe




                                       14%                                                                              180
                                                                                                                        160




                                                                                                                              Searches Per Searcher
                                       12%
                                                                                                                        140
                                       10%                                                                              120
                                       8%                                                                               100
                                       6%                                                                               80
                                                                                                                        60
                                       4%
                                                                                                                        40
                                       2%                                                                               20
                                       0%                                                                               0




                                             Share of Europe's Unique Searchers        Searches Per Searcher




                                                                                                                        22
The comScore 2010 Europe Digital Year in Review                                              February 2011




Google Continues to Lead Search in Europe
Google Sites continued to lead the search market in Europe, reaching 9 out of 10 Europeans in December 2010.
Facebook ranked second reaching 30.2 percent of the market and was the only social network in the list of top
ten search properties. Microsoft Sites followed, reaching approximately one-quarter of unique searchers at 24.6
percent. eBay and Ask Network ranked fourth and fifth, reaching 18.8 percent and 16.7 percent of unique
searchers, respectively.


Yahoo! Sites, the Russian Yandex Sites, app and toolbar maker Conduit.com, Amazon Sites, and the Wikimedia
Foundation Sites account for the remainder of the top search properties in Europe.

                           Top Search Properties in Europe by Searcher Penetration
                                      Source: comScore qSearch, Dec-2010
      100%
       80%
       60%
       40%
       20%
         0%




                                               Searcher Penetration




                                                                                                                23
The comScore 2010 Europe Digital Year in Review                                          February 2011




Looking Ahead to 2011
Europe is Ripe for Continued Growth and Innovation
IAB Europe reports that internet advertising is approaching a 20-percent share of total advertising
spend, almost doubling its share over the last two years. While the immediately previous years saw a
contraction in marketing budgets, the digital marketplace in Europe continues to grow. With growth
comes innovation -- from advanced planning tools to sophisticated targeting techniques. Creativity is
also beginning to take centre stage as marketers realise the previously unseen brand building
benefits that digital can deliver. Most importantly, as consumers continue to expand their media
consumption across a variety of devices and platforms, a rethinking of measurement approaches and
marketing strategies becomes necessary.

With that in mind, the following is a summary of the key digital media trends we’re seeing in Europe
that will have an impact on the year to come:

       Social Networking: Social media grew immensely in 2010 and saturated at least three
        quarters of individual European markets. 2011 will likely see a continued growth in the use of
        such sites, as social networking continues to be an integral part of online life. Marketing on
        these platforms will likely grow as well, as social networking becomes more heavily integrated
        with publisher and advertiser sites. Notably, despite earlier concerns about low click-through
        rates on social media advertising, advertising rates in social networks in European markets
        increased in 2010, reflecting increased confidence in the value of such platforms in reaching
        highly-targeted audiences. New trends such as location-based social networking will also
        likely contribute to the evolution of marketing on social media.
       Advertising: The display advertising market continued to grow in 2010, with the Social
        Networking category accounting for a rapidly increasing share of impressions. The online ad
        market continues to evolve, with more advanced ad units, improved targeting capabilities, and
        higher quality creative.
       Video: In 2010, a noticeable trend in video viewership in Europe was an increase in the
        average length of time spent watching individual videos. With more viewers watching longer-
        form content comes a more meaningful opportunity for video advertising online. It is
        significant to note that although overall video viewership in Europe grew by only a few
        percentage points in 2010, viewership on TV sites experienced much higher growth. As
        viewers increasingly look to online video for longer, quality content traditionally found on
        television, it is very likely that online video advertising will continue to experience exceptional
        growth.
       Mobile: As evidenced in comScore’s Mobile Year in Review report, we believe 2011 will be a
        transformative year for Mobile. We predict more than half of all mobile consumers will have
        access to mobile media, largely driven by growing adoption of smartphones. Identifying the
        synergies that exist between all consumer touch points – traditional PC internet, mobile media
        (via app and browser), tablets, etc. – and understanding how consumers use these devices to
        fulfill different needs and convenience levels will be of critical importance to marketers.



                                                                                                          24
The comScore 2010 Europe Digital Year in Review                                         February 2011




       Search: Search marketing continues to be an important component of an effective business-
        building strategy. Local players are growing in popularity, particularly in Russia, which creates
        more options for both consumers and marketers.

2011 will undoubtedly be an exciting year for the European digital marketplace, and a strong
understanding of both the similarities and differences across countries will be critical to the success of
the modern marketer.




                                                                                                        25
The comScore 2010 Europe Digital Year in Review   February 2011




European Market Scorecards, December 2010
Austria




Belgium




                                                                  26
The comScore 2010 Europe Digital Year in Review   February 2011




European Market Scorecards, December 2010
Denmark




Finland




                                                                  27
The comScore 2010 Europe Digital Year in Review   February 2011




European Market Scorecards, December 2010
France




Germany




                                                                  28
The comScore 2010 Europe Digital Year in Review   February 2011




European Market Scorecards, December 2010
Ireland




Italy




                                                                  29
The comScore 2010 Europe Digital Year in Review   February 2011




European Market Scorecards, December 2010
Netherlands




Norway




                                                                  30
The comScore 2010 Europe Digital Year in Review   February 2011




European Market Scorecards, December 2010
Poland




Portugal




                                                                  31
The comScore 2010 Europe Digital Year in Review   February 2011




European Market Scorecards, December 2010
Russia




Spain




                                                                  32
The comScore 2010 Europe Digital Year in Review   February 2011




European Market Scorecards, December 2010
Sweden




Switzerland




                                                                  33
The comScore 2010 Europe Digital Year in Review   February 2011




European Market Scorecards, December 2010
Turkey




United Kingdom




                                                                  34
The comScore 2010 Europe Digital Year in Review                                       February 2011




About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred
source of digital business analytics. comScore helps its clients better understand, leverage and profit
from the rapidly evolving digital marketing landscape by providing data, analytics and on-demand
software solutions for the measurement of online ads and audiences, media planning, website
analytics, advertising effectiveness, copy-testing, social media, search, video, mobile, cross-media, e-
commerce, and a broad variety of emerging forms of digital consumer behaviour. comScore services,
which now include the product suites of recent acquisitions Nedstat, Nexius XPlore, ARSGroup and
Certifica, are used by more than 1,600 clients around the world, including global leaders such as
AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, Facebook, France Telecom, Financial
Times, Fox, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon
Services Group, ViaMichelin and Yahoo!. For more information, please visit www.comScore.com.


Our Methodology
Central to most comScore services is the comScore panel, the largest continuously measured
consumer panel of its kind. With approximately 2 million worldwide consumers under continuous
measurement, comScore delivers one of the highest quality, most comprehensive views of internet
browsing, buying and other activity, in the digital environment. Complementing the panel is a unique
census-level data collection method, which allows for the integration of consumers’ internet behaviour
with powerful audience-measurement insights. The methodology that comScore utilises to thread
census-level collected data with the comScore panel is called Unified Digital Measurement. For more
information, please visit: http://www.comscore.com/About_comScore/Methodology


The foundation of our MobiLens service is the continuous collection of consumer behaviour
information. Using proprietary data collection methods, we survey nationally representative samples
of mobile subscribers aged 13+. Survey fieldwork is conducted monthly and to ensure demographic
representation, recruitment quotas are set based on each country’s census demographic and
geographic profiles for age and gender. The resulting MobiLens survey panels are nationally
representative samples of mobile subscribers substantial enough to provide projected data for sub-
segments as small as 1% of mobile subscribers aged 13 years of age and higher. The MobiLens’
sampling and survey methods undergo extensive analysis and market validation including
comparisons to known network operator market shares, leading handset model shares, downloading
activity, and other usage metrics. For more information, please visit:
http://www.comscore.com/Products_Services/Product_Index/MobiLens



FOR MORE INFORMATION, PLEASE CONTACT:

Carmela Aquino, comScore, Inc.                          Cathy McCarthy, comScore, Inc.
+1 703 438 2024                                         +44 203 111 1746


worldpress@comscore.com


                                                                                                       35

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Comscore 2010 europe digital year in review

  • 2. The comScore 2010 Europe Digital Year in Review February 2011 The 2010 Europe Digital Year in Review The European Digital Landscape continues to evolve, with 2010 proving to be yet another exciting year of change. The rise of social networking, availability of video content and growing mobile media consumption is changing the marketer’s toolkit and creating new and unique opportunities to engage with the European consumer. In order to understand this opportunity more clearly we are pleased to launch our analysis of digital trends for the European market. This report follows our Digital Year in Review for the US market, http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010_US_Digital_Year_in_Review and our Mobile Year in Review for US, EU5 (UK, France, Germany, Italy and Spain) and Japan. http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010_Mobile_Year_in_Review The many issues that will be addressed in this report include:  How does the European digital consumer compare to the rest of the world?  What European markets have the highest engagement online and how does that compare across age groups?  Which site content categories are growing in popularity?  What trends are we seeing in the social networking space and what impact does that have on email and instant messaging activity?  How has the consumption of online TV content changed over time?  What European smartphone operating system is growing the fastest?  Which search providers are starting to make headway against Google in Europe? The comScore 2010 European Digital Year in Review offers a comprehensive overview of the digital landscape in Europe. This report will examine the trends in European internet usage, social networking trends, online video consumption, mobile and search, and includes individual scorecards highlighting demographic data and top 20 sites for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Russia, Spain, Sweden, Switzerland, Turkey and the United Kingdom. 2
  • 3. The comScore 2010 Europe Digital Year in Review February 2011 Table of Contents: 2010 Europe Digital Year in Review Europe Overview .................................................................................................................................. 4 Includes: Individual Market Penetration and Engagement, Demographic Comparison Top Web Properties and Category Trends 2010 ............................................................................... 5 Includes: Top Properties and Categories, Trends in Instant Messaging, Email and Portals Social Networking Trends 2010 .......................................................................................................... 7 Includes: Top Social Network Trends, Facebook Statistics, Demographic Analysis Online Advertising Trends 2010 ....................................................................................................... 12 Includes: Ad Impressions, Advertising Exposed Reach, Top Publisher Categories Category Spotlight: Couponing ........................................................................................................ 14 Includes: Region and Market Comparisons, Impact of Groupon TV and Video Trends 2010 ................................................................................................................. 16 Includes: TV Category Viewing, Time Spent Watching Videos, Average Video Length, Demographics of the Typical Video Consumer European Mobile Market 2010 .......................................................................................................... 20 Includes: Smartphone Penetration, Comparison of Smartphone Operating Systems, Market Enablers European Search Market 2010 .......................................................................................................... 22 Includes: Market Comparisons, Top and Emerging Search Providers Looking Ahead to 2011 ...................................................................................................................... 24 European Market Scorecards ........................................................................................................... 26 Includes: Demographics, Engagement, Top 20 sites for Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Russia, Spain, Sweden, Switzerland, Turkey and United Kingdom. About comScore and Our Methodology ........................................................................................... 35 3
  • 4. The comScore 2010 Europe Digital Year in Review February 2011 Europe Overview The Netherlands and UK Lead in Engagement Europeans spend the equivalent of one day a month online (24:20 hours) with the Netherlands (31:39 hours) and United Kingdom (30:38 hours) far exceeding this trend. Consumers in Italy (16:02 hours) and Austria (13:11 hours), however, spend nearly half as much time online as users in Holland and the UK. Austria’s low engagement is not surprising as it has the lowest penetration of Social Networking sites among all countries in Europe. Unique Visitors (000) and Average Time Online in Europe Source: comScore Media Metrix, Dec-2010 Average Hours per Visitor (hh:mm) 60,000 33:36 50,000 28:48 Unique Visitors (000) 24:00 40,000 19:12 30,000 14:24 20,000 9:36 10,000 4:48 0 0:00 Total Unique Visitors (000) Average Hours per Visitor European Demographics Skew Older than Emerging Markets Relative to the emerging markets of Asia Pacific and Latin America, Europe’s typical digital user is markedly older, with more than half above the age of 35. Of the more than 360 million online consumers in Europe, females represent a slightly larger percentage (48 percent) as compared to the worldwide average (46 percent). A comparison of individual market demographics can be found later in this report in the European Market Scorecard section. Distribution of Internet Users, Age 15+ Source: comScore Media Metrix, December2010 UV (MM) World-Wide 28% 25% 26% 22% 1,323.5 Asia Pacific 32% 25% 25% 18% 534.0 Europe 24% 23% 28% 25% 361.7 North America 23% 23% 27% 28% 204.0 Latin America 32% 30% 19% 19% 111.4 M 15-34 F 15-34 M 35+ F 35+ 4
  • 5. The comScore 2010 Europe Digital Year in Review February 2011 Europeans Spend More Time on Facebook than Any Other Site rd Facebook, with more than 230 million visitors, is the 3 most popular site in all of Europe and ranks higher than any other media property at keeping consumers’ attention. The other sites within the top 10 for time spent online are local favourites from Russia (Mail.ru Group, Vkontakte and Yandex Sites), Spain (Terra – Telefonica, the parent of Tuenti.com) and Poland (Nasza-Klasa.pl). Percentage of Time Spent on Top 100 Properties in Europe Source: comScore Media Metrix, Dec-2010 Facebook.com Google Sites Microsoft Sites 11.7% Mail.ru Group 10.4% Vkontakte Yahoo! Sites 10.0% eBay Terra - Telefonica Yandex Sites Nasza-Klasa.pl All Other Fastest Growing Content Categories – Social Activities on the Rise With many social networking sites in the top ranking for Europe, it’s no surprise that sharing constitutes the most popular behaviour on the web. Consumers are enjoying passing along photos, experiences and updates in order to stay connected. Instant messaging however has fallen out of favour with a decline of 8.3 percentage points versus a year ago. Auction sites are also proving less popular, with eBay for example losing 3.6 percentage points in 2010. Reach of Top Categories in Europe Source: Panel only data, comScore Media Metrix, Dec-2010 vs. .Dec-2009 Search/Navigation 91% 8.6 Social Networking 84% 10.8 Directories/Resources 75% 7.6 Multimedia 74% 6.5 Retail 73% 7.2 News/Information 67% 6.1 Photos 67% 17.2 e-mail 67% 3.7 Technology 65% 4.2 Community 64% 7.7 Downloads 62% 5.7 Blogs 55% 3.4 Games 55% 2.5 Business/Finance 52% 3.9 Entertainment - Music 49% 2.5 TV 45% 4.8 Instant Messengers 41% -8.3 Travel 40% 3.8 Auctions 37% -3.6 Entertainment - Movies 36% 3.6 Point Change from 2009 5
  • 6. The comScore 2010 Europe Digital Year in Review February 2011 Instant Messaging Experiences Rapid Declines Instant Messengers were once one of the most popular pastimes online but times have changed with consumers spending 39 percent less time using IM. In their place, Social Networking sites have eclipsed most other activities and are a magnet for consumers to while away their day with 34 percent more time spent social networking versus last year. Contrary to the US market, web-based email has remained a small but stable activity throughout 2010. Percent (%) Share of Time Spent Online in Europe Source: Panel only data, comScore Media Metrix, Dec-2009 to Dec-2010 25% 20% 15% 10% 5% 0% Social Networking Portals Instant Messengers e-mail Email Still Popular Among the Older Generation A further analysis of the trends for web email, Instant Messengers, Portals and Social Networking sites show that there are slight differences between age groups. The younger generation aged 15-34 are increasingly shifting their online activity to social networking (+32 percent) whereas the older population, above the age of 35, are experimenting with social networking but also embracing the comfort of traditional email (+6 percent). Year-over-Year Change in Time Spent Online in Europe Source: comScore Media Metrix, Dec-2010 vs .Dec-2009 50% 38% 40% 32% 30% Ages 15-34 Ages 35+ 20% 10% 6% 0% -10% -20% -11% -18% -30% -28% -40% -38% -50% -42% Email Instant Messengers Portals Social Networking 6
  • 7. The comScore 2010 Europe Digital Year in Review February 2011 Social Networking Growth in Europe Europe Shows the Highest Growth in Social Networking Reach across Regions 1 Social networking sites grew worldwide in 2010, fuelled by growth in Europe, North America, and Latin America. By the end of the year, social networking monthly penetration in Europe reached 84.4 percent of all European internet users, representing a 10.9 percentage point gain – the highest of any global region. Social networking accounted for 22.8 percent of all page views in Europe in 2010, and approximately four out of every ten internet sessions included a visit to a social networking site. Reach of Social Networking Sites by Region Source: Panel only data, comScore Media Metrix, Dec-2010 vs. Dec-2009 North America 89.8% 6.6 Latin America 87.7% 5.5 Europe 84.4% 10.9 Middle East - Africa 81.2% 2.7 Asia Pacific 47.9% N/A Point Change from 2009 Social Networking Grows Across All Markets in Europe The overall growth in the reach of social networking sites in Europe reflects growth across all 2 markets. The Russian Federation showed the greatest growth with a 21.5 percentage point increase, followed by Germany (up 16.6 points). Austria, despite having the lowest social networking penetration overall, also experienced significant growth with a 16.3 percentage point increase. Reach of Social Networking Sites by Market in Europe Source: Panel only data, comScore Media Metrix, Dec-2010 vs. Dec-2009 Europe 84.4% 10.7 Turkey 92.2% 4.0 Poland 90.6% N/A United Kingdom 87.9% 1.8 Finland 86.5% 9.7 Norway 85.6% 5.0 Netherlands 85.1% 0.0 Portugal 85.0% 6.9 Spain 84.6% 11.3 Ireland 84.2% 8.1 Russian Federation 83.4% 21.5 Sweden 83.1% 2.6 Italy 82.5% 4.2 Belgium 82.0% 2.5 Denmark 81.3% 5.0 France 80.6% 11.0 Germany 79.4% 16.6 Switzerland 75.2% 1.5 Austria 74.5% 16.3 Point Change from 2009 1 Year-over-year comparisons for Asia Pacific may include inorganic growth/loss due to a change in methodology in February 2010 and thus have been excluded 2 At present, there are no comScore data available on the reach of social networking sites in Poland from 2009 from which one can draw a comparison. 7
  • 8. The comScore 2010 Europe Digital Year in Review February 2011 Demographic Profile of Social Networking Users in Europe A demographic analysis of social networking users in Europe reveals women leading in terms of engagement. In December 2010, women spent 24.3 percent of their online time on social networking sites, up 5.6 percentage points from a year earlier. By contrast, men spent only 16.8 percent of their time on these sites, showing only a 3.1 percentage-point increase from 2009. These figures are well above the worldwide average, which shows women across the globe spending18.3 percent of their online time on social networking sites. Compared to Europe, women worldwide spent less than a fifth of their time online on social networking, and men spent even less, with only 13.1 percent of their time on social networks. Percentage of Time Spent on Social Networking Sites by Gender in Europe Source: comScore Media Metrix, Dec-2009 to Dec-2010 30.0% 25.0% +5.6 20.0% +3.1 15.0% 10.0% 5.0% 0.0% Females Males The profile of social networking users in Europe also reveals an audience that generally skews younger, with 15-24 year olds representing 25.3 percent of users, followed closely by 25-34 year olds at 24.3 percent. While the breakdown of European visitors to Facebook and Twitter mirrors that of social networking site users in general, LinkedIn has an older age profile. Only 10.4 percent of its visitors are under 25 years old, while half of the site’s audience is between the ages of 35-54. This older age profile is understandable given the site’s orientation toward professional networking. Demographic Profile: Share of European Visitors to Facebook, Twitter, and LinkedIn Source: comScore Media Metrix, Dec-2010 100% 90% 13.1% 12.4% 13.5% 15.6% 80% 16.4% 15.6% 15.9% 70% 20.9% % of Market 60% 20.9% 20.4% 19.9% 50% 27.9% 40% 24.3% 24.6% 22.5% 30% 20% 25.2% 25.3% 27.1% 28.1% 10% 10.4% 0% All Social Networking Facebook Twitter LinkedIn Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+ 8
  • 9. The comScore 2010 Europe Digital Year in Review February 2011 Facebook and Social Networking Penetration by Market By the end of 2010, Facebook was the leading social networking site in 15 of the 18 European markets included in this report. Only the Netherlands, Poland, and Russia have other social networks – in each case a home grown site – with audiences larger than Facebook. With 48 percent monthly penetration of the internet user population in the Netherlands, Facebook currently ranks second to Hyves, while it also ranks second in Poland with 55.5 percent penetration behind Nasza-klasa.pl. It should be noted, however, that Facebook is growing rapidly in both those markets. In Russia, Facebook has its lowest penetration in Europe at 18.8 percent, currently lagging behind leaders Vkontakte, Odnoklassniki, and Mail.ru – My World. Turkey had the highest Facebook penetration in Europe at 90.4 percent, followed by the UK at 81.7 percent. Nordic countries ranked in four of the next five spots, led by Finland (81.2 percent), Norway (79.7 percent) and Sweden (78.5 percent). Italy ranked sixth at 78.1 percent, while the fourth Nordic country Denmark followed at 77.5 percent. Facebook.com's Share of the Market in Europe by Percentage Reach Source: Panel only data, comScore Media Metrix, Dec-2010 % Reach of Social Networking Sites % Reach of Facebook.com Europe 63.6% 84.4% Turkey 90.4% 92.2% United Kingdom 81.7% 87.9% Finland 81.2% 86.5% Norway 79.7% 85.6% Sweden 78.5% 83.1% Italy 78.1% 82.5% Denmark 77.5% 81.3% Ireland 77.0% 84.2% Portugal 74.2% 85.0% Belgium 74.0% 82.0% France 73.5% 80.6% Spain 69.1% 84.6% Austria 68.3% 74.5% Switzerland 67.3% 75.2% Germany 58.1% 79.4% Poland 55.5% 90.6% Netherlands 48.0% 85.1% Russian Federation 18.8% 83.4% 0% 20% 40% 60% 80% 100% 9
  • 10. The comScore 2010 Europe Digital Year in Review February 2011 Markets Showing Greatest Facebook Growth Although Facebook is not currently the leading social network in the Netherlands, it experienced significant growth in 2010 in that country and in several other European markets. In addition to the Netherlands, Facebook achieved its most significant gains in Portugal (up 48.2 percentage points), Germany (up 35.7 points), Austria (up 27.2 points) and Spain (up 18.5 points). In April 2010, Facebook eclipsed the leading social networks in Portugal (Hi5) and Germany (StudiVZ/VZ- Netzwerke) to assume the #1 position among social networking sites in both those markets. The previous year, Facebook grabbed the #1 position in Spain (from Tuenti.com) and in Austria (from Netlog.com). Top Five European Markets for Facebook Growth by Increase in Percentage Reach Source: comScore Media Metrix, Dec-2009 to Dec-2010 80% +48.2 70% +18.5 60% +27.2 % o fMarket 50% +35.7 +23.6 40% 30% Point Change from 2009 20% 10% 0% Portugal Spain Austria Germany Netherlands Facebook's Growth in Portugal Facebook's Growth in Germany Source: comScore Media Metrix, Dec-2009 to Dec-2010 Source: comScore Media Metrix, Dec-2009 to Dec-2010 80% 70% +48.2 +35.7 70% 60% 60% 50% % of Market % of Market 50% 40% 40% 30% 30% 20% Facebook overtakes Hi5 in Portugal 20% 10% 10% Facebook overtakes StudiVZ in Germany 0% 0% Dec- Mar- Jun- Sep- Dec- Dec- Mar- Jun- Sep- Dec- 2009 2010 2010 2010 2010 2009 2010 2010 2010 2010 Facebook.com Hi5.com Facebook.com StudiVZ Sites 10
  • 11. The comScore 2010 Europe Digital Year in Review February 2011 Advertising on Social Networking Sites Grows As social networking becomes a more integral part of the online user experience, the presence of display advertising on social networking sites continues to grow. In the UK and France, total display ad impressions on social networking sites grew by 47 and 64 percent, respectively, while in Germany that number more than doubled. The increasing prevalence of social networking as a component of the display advertising landscape is an indication that advertisers cannot afford to overlook this channel given its potential to reach a large number of consumers with high engagement. Though advertisers have sometimes resisted advertising on social networks due to low click-rates, it is important to recognise that display ads have brand-building impact independent of driving clicks. Growth of Advertising on Social Networking, Display Ad Impressions (MM) UK, France and Germany Source: comScore Ad Metrix, Dec-2010 vs. Dec-2009 Total Display Ad Impressions Social Networking Ad Impressions 80,000 71,398 69,356 71,149 69,148 70,000 63,182 Display Ad Impressions (MM) 60,000 57,050 50,000 +25% +13% -0.3% 40,000 29,488 30,000 20,106 20,545 18,336 20,000 11,193 10,181 +102% 10,000 +47% +64% 0 Dec-09 Dec-10 Dec-09 Dec-10 Dec-09 Dec-10 United Kingdom France Germany 11
  • 12. The comScore 2010 Europe Digital Year in Review February 2011 Online Advertising in Europe Display Advertising Reaches Over 97% of Users in UK, France, and Germany In December 2010, internet users in the UK, France, and Germany received a total of 211.7 billion display advertisements, with users in the UK market receiving the most ads at 71.4 billion, followed closely by Germany with 71.1 billion. In all three countries, display ads reached over 97 percent of internet users. Display Ad Impressions (MM) in the UK, Germany, and France Source: comScore Ad Metrix, Dec-2010 72,000 Total Display Ad Impressions (MM) 71,398 71,500 71,149 71,000 70,500 70,000 69,500 69,148 69,000 68,500 68,000 UK Germany France Total Display Ad Impressions (MM) Advertising Reach in UK, France, and Germany Source: comScore Ad Metrix, Dec-2010 100% 97.5% 97.3% 97.5% Advertising Exposed Reach 95% 90% 85% 80% 75% UK Germany France Advertising Exposed Reach 12
  • 13. The comScore 2010 Europe Digital Year in Review February 2011 Social Networking Drives Advertising Market An analysis of the top categories serving display ads in December 2010 for the UK, France, and Germany showed Social Networking to be a key driver of display ad growth. Social Networking publishers accounted for the largest share of display ads in the UK, where they served a total of 41.3 percent of all display ad impressions during the month. Services, which include Photos, Email, Instant Messengers, and Coupon sites, also served a significant portion of display ads across the three markets. Top 3 Categories with Highest Share Top 3 Categories with Highest Share of Display Ads in the UK of Display Ads in France Source: comScore Ad Metrix, Dec-2010 Source: comScore Ad Metrix, Dec-2010 50% 30% 26.5% 41.3% 40% 25% 18.9% 20% 30% 18.6% 15% 12.8% 20% 11.3% 10% 10% 5% 0% 0% Social Services Portals Social Services Portals Networking Networking Top 3 Categories with Highest Share of Display Ads in Germany Source: comScore Ad Metrix, Dec-2010 35% 28.9% 30% 25% 20% 14.5% 15% 9.2% 10% 5% 0% Social Services Entertainment Networking 13
  • 14. The comScore 2010 Europe Digital Year in Review February 2011 The Rise of Coupon Sites in Europe Use of Coupon Sites Grows in Europe The past year has seen online coupon sites emerge as an important channel in driving consumer behaviour in Europe, generating a 5.7 point increase in penetration. This growth is the highest seen in any region in 2010, bringing the reach of coupon sites in Europe to 9.6 percent of all internet users. Reach of Coupon Sites by Region Source: comScore Media Metrix, Dec-2010 vs. Dec-2009 World-Wide 6.9% North America 18.8% Europe 9.6% Latin America 6.2% Asia Pacific 1.8% Middle East - Africa 0.8% 0% 5% 10% 15% 20% % Reach of Coupon Sites Groupon Contributes to Significant Growth for Coupon Sites in Europe The total number of people using coupon sites in Europe in a month grew 162 percent to 34.9 million visitors in December 2010 when compared to the prior year. The sizeable growth can largely be attributed to the emergence of Groupon, which was not a significant player in Europe in 2009. Groupon, buoyed by its acquisition of its leading competitor in Europe, was able to establish a presence in more than one hundred European cities in the past year and now reaches more than 12 million visitors a month, approximately one-third of the total coupon market. Growth of Coupon Sites in Europe by Total Unique Visitors (in 000) Source: comScore Media Metrix, Dec-2010 vs. Dec-2009 40,000 34,883 35,000 Total Unique Visitors (in 000) 30,000 25,000 20,000 +162% 13,313 15,000 10,000 12,309 Groupon 5,000 0 Dec-2009 Dec-2010 Coupon Sites in Europe Groupon 14
  • 15. The comScore 2010 Europe Digital Year in Review February 2011 Use of Coupon Sites by Market An analysis of individual European countries shows significant variation in the penetration of coupon sites. France continues to lead in having the highest monthly reach (20.6 percent of all French Internet users), followed by the UK (17 percent), and Italy (15.2 percent). Italy and Turkey experienced the most growth, with a 15.0 and 13.6 percentage point increase, respectively. Following tough economic conditions across Europe over the past number of years, it’s not a surprise to see the rise of money-saving couponing activity. The viral nature of major players, such as Groupon that encourage sharing of offers via Facebook and Twitter, will contribute to their continued growth and act as a bellwether to other online brands about the importance of making content and offers sharable. Reach of Coupon Sites in EU countries with Highest Penetration Source: comScore Media Metrix, Dec-2010 vs. Dec-2009 Europe 9.6% 5.7 France 20.6% 6.7 United Kingdom 17.0% 6.1 Italy 15.2% 15.0 Turkey 13.9% 13.6 Germany 11.1% 7.8 Poland 11.1% N/A Spain 8.9% 8.0 Belgium 8.0% 4.0 Netherlands 7.3% 1.6 Portugal 6.2% 5.8 0% 5% 10% 15% 20% 25% Point Change from 2009 % Reach of Coupon Sites 15
  • 16. The comScore 2010 Europe Digital Year in Review February 2011 Video Growth in Europe TV Sites Set for Continued Expansion in Europe 2010 was a strong year for TV web sites in Europe, with TV site penetration in the region increasing by 7.5 percentage points to 47.4 percent of all European internet users in December 2010 – second only to North America. Europe also leads in engagement with TV sites, as the average visitor spends 28 minutes visiting sites in this category each month. German media giant ProSieben currently leads the European TV market with 32.5 million unique visitors in December – nearly twice the audience of the second-ranking French property Groupe TF1 at 16.5 million. The German broadcaster ARD, the Italian Gruppo Mediaset, and the UK market leader BBC round off the list of top five TV properties for the region. Reach of Television Sites Worldwide Source: comScore Media Metrix, Dec-2010 vs. Dec-2009 70% +14.2 60% +7.5 50% 40% +3.6 30% N / A3 +0.3 20% 10% 0% North America Europe Latin America Asia Pacific Middle East - Africa Dec-09 Dec-10 3 The increase in the regional penetration of TV sites in Europe is similarly reflected in the growth of visitors watching online video within the TV category across individual markets. In Germany, France and the UK, the number of unique viewers on TV sites has shown significant increases from 2009 to 2010. In December 2010, TV sites in Germany reached 16.3 million viewers, up 14 percent. France followed with the highest rate of change at 22 percent, with 15.0 million viewers. The UK also showed strong growth at 19 percent, with 11.0 million viewers. 3 Year-over-year comparisons for Asia Pacific may include inorganic growth/loss due to a change in methodology in February 2010 and thus have been excluded 16
  • 17. The comScore 2010 Europe Digital Year in Review February 2011 This growth in TV site video viewership proved to be more significant than growth in online video viewership for the overall internet market, which held steady in Europe over the past year. Growth in Unique Video Viewers for TV Sites in Germany, France, and the UK Source: comScore Video Metrix, Dec-2010 vs. Dec-2009 18,000 +14% 16,000 +22% Total Unique Viewers (000) 14,000 12,000 +19% 10,000 8,000 6,000 4,000 2,000 0 Germany France UK Dec-2009 Dec-2010 Viewers in Germany, the UK, and Spain Spend the Most Time Watching Online Videos While all countries in the EU5 (France, Germany, Italy, Spain, UK) show similar rates of penetration for the video market on the web, averaging 83.7 percent, the levels of engagement of users in these markets differ. In December 2010, viewers from Germany, the UK, and Spain spent more time watching online videos than those in the US, averaging 18.0, 17.0, and 16.2 hours respectively. Viewers in France watched 12.2 hours of video and viewers in Italy watched the least with only 10.4 hours. On average, the time EU5 video viewers spent watching online videos in December 2010 (14.8 hours) was just an hour short of how many hours the average viewer in the US spent watching videos in a month (15.8 hours). Time Spent Watching Online Videos in EU5 and US During the Month Source: comScore Video Metrix, Dec-2010 20 18 16 Hours Per Viewer 14 12 10 8 6 4 2 0 Germany UK Spain US France Italy Hours Per Viewer 17
  • 18. The comScore 2010 Europe Digital Year in Review February 2011 Shift towards Longer Content is Shaping the Future of Online Video Perhaps the most significant trend in 2010 for the European online video market was an increase in the average length of videos viewed, indicating a shifting preference to consuming fewer, longer videos. 2010 was the first year in which the number of online videos viewed decreased in the UK (down 6 percent), France (down 14 percent) and Germany (down 13 percent). However, the average length of videos viewed in UK, France and Germany increased by 13 percent to 5.6 minutes. The changing demand has been both witnessed and driven by evolving strategies of top publishers, resulting in a growing supply of monetisable content. For example, the average length of videos viewed on YouTube – which accounts for 42.0 percent of videos viewed in the EU5 in December 2010 – increased by 9.5 percent in UK, France and Germany over the course of the year. Average Minutes Viewed Per Video in UK, Germany and France 6.0 Source: comScore Video Metrix, Dec-2009 to Dec-2010 5.8 5.6 Minutes Per Video 5.4 5.2 5.0 4.8 4.6 4.4 4.2 4.0 Germany UK France 18
  • 19. The comScore 2010 Europe Digital Year in Review February 2011 Online Video Viewing Dominated by Young Males An analysis of the demographic composition of online video viewers shows younger males comprise the largest share of the audience. Typically, members of this demographic segment have been early adopters of new technology and media platforms. Within the EU5, under-35 year olds accounted for over half of time spent watching online video in December 2010, compared to 41 percent of total time on the internet. Two-thirds of time spent watching online video is accounted for by males, with the gender split for the web as a whole much closer to fifty-fifty. Viewing within the Entertainment category has a large impact on the skews. As an example, 16.3 percent of videos watched from Entertainment sites in the EU5 are watched by males age 15-24, with the highest ratio found in the UK (18.5 percent). Composition of Time Spent Online By Age in EU5 Source: comScore Video Metrix and Media Metrix, Dec-2010 100% 12% 18% 90% 80% 16% 19% 70% 21% 60% 23% 50% 24% 40% 21% 30% 20% 27% 10% 20% 0% Online Video Total Web 15-24 25-34 35-44 45-54 55+ Composition of Time Spent Online By Gender in EU5 Source: comScore Video Metrix and Media Metrix, Dec-2010 100% 34% 48% 90% 80% 70% 60% 66% 50% 52% 40% 30% 20% 10% 0% Online Video Total Web Male Female 19
  • 20. The comScore 2010 Europe Digital Year in Review February 2011 European Mobile Usage 2010 Smartphone Penetration in EU5 Continues to Increase Smartphones continue to become an increasingly important segment of the European mobile phone landscape in 2010. Smartphone penetration in the EU5 (United Kingdom, France, Germany, Spain, and Italy) increased by 9.5 percentage points to 31.1 percent, placing it higher than the US (which saw smartphone penetration increase 10.2 percentage points to 27.0 percent). Smartphone Penetration in EU5 and US by Market Reach Source: comScore MobiLens, Dec-2010 vs. Dec-2010 (3 Month Average) % Reach of Smartphones in Dec-2009 % Reach of Smartphones in Dec-2010 35% +9.5 30% +10.2 25% % of Market 20% 15% 10% 5% 0% Europe U.S. Note: The total audience for comScore MobiLens includes persons age 13+. An analysis of the growth in smartphone reach in the EU5 reveals a dramatic increase in the adoption of Google and Apple smartphone operating systems (OS). Google Android, which experienced a 951- percent gain in the use of its OS, now boasts an audience of 8.7 million subscribers in these five European markets. Meanwhile, Apple experienced a 115-percent increase to 14.5 million subscribers. While Symbian continues to lead the smartphone OS market, the growth in Google and Apple OS usage reflects an increasing popularity for both platforms that appears positioned for continued growth in 2011. Year-over-Year Change in EU5 Smartphone OS Users (in 000) Source: comScore MobiLens, Dec-2010 vs. Dec-2009 (3 Month Average) +12% 35,000 30,000 25,000 Users (000) 20,000 +115% 15,000 +951% 10,000 +65% -2% 5,000 +34% 0 Google Apple RIM Palm Symbian Microsoft Dec-2009 Dec-2010 Note: The total audience for comScore MobiLens includes persons age 13+. 20
  • 21. The comScore 2010 Europe Digital Year in Review February 2011 Market Enablers Help Grow Mobile Media Use The overall growth in the use of mobile media can be attributed to the continued increase in penetration of several key market enablers: 3G device ownership, unlimited data plan subscription, and smartphone ownership. Smartphone ownership increased 9.5 percentage points in Europe during 2010 to 31.1 percent, while 3G device ownership grew 5.4 percentage points to 47.1 percent penetration, and unlimited data plan subscriptions grew 2.5 percentage points to 7.5 percent. With smartphone penetration likely to reach half the European mobile marketplace in 2011, we can expect to see mobile media usage continue to soar in the next year. Growth of Mobile Market Enablers in EU5 Source: comScore MobiLens, Dec-2009 - Dec-2010 (3 Month Average) 50% +5.4 45% 40% 35% +9.5 % of Market 30% 25% 20% 15% 10% 5% +2.5 0% Dec-2009 Mar-2010 Jun-2010 Sep-2010 Dec-10 3G Device Ownership Smartphone Adoption Unlimited Data Plan Subscription Note: The total audience for comScore MobiLens includes persons age 13+. 21
  • 22. The comScore 2010 Europe Digital Year in Review February 2011 European Search Market 2010 European Search Intensity Varies by Market An analysis of individual search markets in Europe reveals differing levels of search intensity in these markets. Searchers in Poland, who make up a modest share of unique searchers in Europe, exhibit the heaviest search intensity, with the highest number of searches per searcher across all markets. In contrast, Germany and Russia, which have significant shares of European searchers, show lower search intensity than in most markets, indexing below the European regional average. Search Intensity in European Markets Source: comScore qSearch, Dec-2010 16% 200 Share of Unique Searchers in Europe 14% 180 160 Searches Per Searcher 12% 140 10% 120 8% 100 6% 80 60 4% 40 2% 20 0% 0 Share of Europe's Unique Searchers Searches Per Searcher 22
  • 23. The comScore 2010 Europe Digital Year in Review February 2011 Google Continues to Lead Search in Europe Google Sites continued to lead the search market in Europe, reaching 9 out of 10 Europeans in December 2010. Facebook ranked second reaching 30.2 percent of the market and was the only social network in the list of top ten search properties. Microsoft Sites followed, reaching approximately one-quarter of unique searchers at 24.6 percent. eBay and Ask Network ranked fourth and fifth, reaching 18.8 percent and 16.7 percent of unique searchers, respectively. Yahoo! Sites, the Russian Yandex Sites, app and toolbar maker Conduit.com, Amazon Sites, and the Wikimedia Foundation Sites account for the remainder of the top search properties in Europe. Top Search Properties in Europe by Searcher Penetration Source: comScore qSearch, Dec-2010 100% 80% 60% 40% 20% 0% Searcher Penetration 23
  • 24. The comScore 2010 Europe Digital Year in Review February 2011 Looking Ahead to 2011 Europe is Ripe for Continued Growth and Innovation IAB Europe reports that internet advertising is approaching a 20-percent share of total advertising spend, almost doubling its share over the last two years. While the immediately previous years saw a contraction in marketing budgets, the digital marketplace in Europe continues to grow. With growth comes innovation -- from advanced planning tools to sophisticated targeting techniques. Creativity is also beginning to take centre stage as marketers realise the previously unseen brand building benefits that digital can deliver. Most importantly, as consumers continue to expand their media consumption across a variety of devices and platforms, a rethinking of measurement approaches and marketing strategies becomes necessary. With that in mind, the following is a summary of the key digital media trends we’re seeing in Europe that will have an impact on the year to come:  Social Networking: Social media grew immensely in 2010 and saturated at least three quarters of individual European markets. 2011 will likely see a continued growth in the use of such sites, as social networking continues to be an integral part of online life. Marketing on these platforms will likely grow as well, as social networking becomes more heavily integrated with publisher and advertiser sites. Notably, despite earlier concerns about low click-through rates on social media advertising, advertising rates in social networks in European markets increased in 2010, reflecting increased confidence in the value of such platforms in reaching highly-targeted audiences. New trends such as location-based social networking will also likely contribute to the evolution of marketing on social media.  Advertising: The display advertising market continued to grow in 2010, with the Social Networking category accounting for a rapidly increasing share of impressions. The online ad market continues to evolve, with more advanced ad units, improved targeting capabilities, and higher quality creative.  Video: In 2010, a noticeable trend in video viewership in Europe was an increase in the average length of time spent watching individual videos. With more viewers watching longer- form content comes a more meaningful opportunity for video advertising online. It is significant to note that although overall video viewership in Europe grew by only a few percentage points in 2010, viewership on TV sites experienced much higher growth. As viewers increasingly look to online video for longer, quality content traditionally found on television, it is very likely that online video advertising will continue to experience exceptional growth.  Mobile: As evidenced in comScore’s Mobile Year in Review report, we believe 2011 will be a transformative year for Mobile. We predict more than half of all mobile consumers will have access to mobile media, largely driven by growing adoption of smartphones. Identifying the synergies that exist between all consumer touch points – traditional PC internet, mobile media (via app and browser), tablets, etc. – and understanding how consumers use these devices to fulfill different needs and convenience levels will be of critical importance to marketers. 24
  • 25. The comScore 2010 Europe Digital Year in Review February 2011  Search: Search marketing continues to be an important component of an effective business- building strategy. Local players are growing in popularity, particularly in Russia, which creates more options for both consumers and marketers. 2011 will undoubtedly be an exciting year for the European digital marketplace, and a strong understanding of both the similarities and differences across countries will be critical to the success of the modern marketer. 25
  • 26. The comScore 2010 Europe Digital Year in Review February 2011 European Market Scorecards, December 2010 Austria Belgium 26
  • 27. The comScore 2010 Europe Digital Year in Review February 2011 European Market Scorecards, December 2010 Denmark Finland 27
  • 28. The comScore 2010 Europe Digital Year in Review February 2011 European Market Scorecards, December 2010 France Germany 28
  • 29. The comScore 2010 Europe Digital Year in Review February 2011 European Market Scorecards, December 2010 Ireland Italy 29
  • 30. The comScore 2010 Europe Digital Year in Review February 2011 European Market Scorecards, December 2010 Netherlands Norway 30
  • 31. The comScore 2010 Europe Digital Year in Review February 2011 European Market Scorecards, December 2010 Poland Portugal 31
  • 32. The comScore 2010 Europe Digital Year in Review February 2011 European Market Scorecards, December 2010 Russia Spain 32
  • 33. The comScore 2010 Europe Digital Year in Review February 2011 European Market Scorecards, December 2010 Sweden Switzerland 33
  • 34. The comScore 2010 Europe Digital Year in Review February 2011 European Market Scorecards, December 2010 Turkey United Kingdom 34
  • 35. The comScore 2010 Europe Digital Year in Review February 2011 About comScore comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. comScore helps its clients better understand, leverage and profit from the rapidly evolving digital marketing landscape by providing data, analytics and on-demand software solutions for the measurement of online ads and audiences, media planning, website analytics, advertising effectiveness, copy-testing, social media, search, video, mobile, cross-media, e- commerce, and a broad variety of emerging forms of digital consumer behaviour. comScore services, which now include the product suites of recent acquisitions Nedstat, Nexius XPlore, ARSGroup and Certifica, are used by more than 1,600 clients around the world, including global leaders such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, Facebook, France Telecom, Financial Times, Fox, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon Services Group, ViaMichelin and Yahoo!. For more information, please visit www.comScore.com. Our Methodology Central to most comScore services is the comScore panel, the largest continuously measured consumer panel of its kind. With approximately 2 million worldwide consumers under continuous measurement, comScore delivers one of the highest quality, most comprehensive views of internet browsing, buying and other activity, in the digital environment. Complementing the panel is a unique census-level data collection method, which allows for the integration of consumers’ internet behaviour with powerful audience-measurement insights. The methodology that comScore utilises to thread census-level collected data with the comScore panel is called Unified Digital Measurement. For more information, please visit: http://www.comscore.com/About_comScore/Methodology The foundation of our MobiLens service is the continuous collection of consumer behaviour information. Using proprietary data collection methods, we survey nationally representative samples of mobile subscribers aged 13+. Survey fieldwork is conducted monthly and to ensure demographic representation, recruitment quotas are set based on each country’s census demographic and geographic profiles for age and gender. The resulting MobiLens survey panels are nationally representative samples of mobile subscribers substantial enough to provide projected data for sub- segments as small as 1% of mobile subscribers aged 13 years of age and higher. The MobiLens’ sampling and survey methods undergo extensive analysis and market validation including comparisons to known network operator market shares, leading handset model shares, downloading activity, and other usage metrics. For more information, please visit: http://www.comscore.com/Products_Services/Product_Index/MobiLens FOR MORE INFORMATION, PLEASE CONTACT: Carmela Aquino, comScore, Inc. Cathy McCarthy, comScore, Inc. +1 703 438 2024 +44 203 111 1746 worldpress@comscore.com 35