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30863072 barclays-internet-data-book-apr-2010
1. EQUITY RESEARCH
AMERICAS
Barclays Capital
INTERNET & MEDIA Internet Data Book
Internet
SECTOR VIEW
Monthly U.S. Internet Research Product
Rating: 1 - POSITIVE
The Barclays Capital Internet Data Book provides up-to-date statistics on the
Internet industry overall, and more specifically on the 13 companies in our
coverage universe. The Data Book contains more than 150 figures and charts,
Douglas Anmuth
1.212.526.0879 with an emphasis on financial metrics and valuation, Internet usage, online
douglas.anmuth@barcap.com advertising, mobile, e-commerce, online travel, and company-specific information
BCI, New York
and models.
Ronald V. Josey
1.202.452.4736
ronald.josey@barcap.com ! Our Internet sector rating is 1-Positive and the ratings within our coverage
BCI, New York universe are:
Sujay Shah
1.212.526.7827 1-Overweight: Yahoo!, Google, Amazon, Priceline, Netflix, Blue Nile
sujay.shah@barcap.com
BCI, New York
2-Equal Weight: eBay, IAC/InterActive Corp, Expedia, AOL, Liberty Media
Holding–Interactive, Orbitz Worldwide, TechTarget
! We highlight the following charts on pages:
13 Cross-Media and Cross-Retail Valuation Comps
18–19 Historical Average Multiples (P/E, P/FCF, EV/EBITDA)
25 ROIC and ROE Metrics for Internet Coverage Universe
38 Barclays Capital Online Advertising Forecasts
44 U.S. Media Advertising by Category and Medium
49–50 U.S. and Global Search Market Share and Growth
51 Select Internet Advertising & Usage Statistics in the U.S. and U.K.
Analyst Certification 54 U.S. Mobile Phone Subs & Mobile Internet Users
We, Douglas Anmuth and Ronald V.
58 U.S. E-Commerce by Category, 2009–2014E
Josey, hereby certify (1) that the
views expressed in this research 63 Priceline, Expedia, & Orbitz Gross Bookings Analysis, 2006–2014E
report accurately reflect our personal
views about any or all of the subject
securities or issuers referred to in this
research report and (2) no part of
our compensation was, is or will be
directly or indirectly related to the
specific recommendations or views
expressed in this research report.
Barclays Capital does and seeks to do business with companies covered in its research reports. As a result, investors
should be aware that the firm may have a conflict of interest that could affect the objectivity of this report.
Investors should consider this report as only a single factor in making their investment decision.
April 01, 2010 PLEASE SEE IMPORTANT DISCLOSURES BEGINNING ON PAGE 131
2. Barclays Capital Internet Data Book
Table of Contents
Introduction to the Barclays Capital Internet Data Book 6
Introduction.................................................................................................... 9
Broadband and Internet Usage........................................................................ 29
Online Advertising ........................................................................................ 37
Mobile ....................................................................................................... 53
e-Commerce ................................................................................................ 57
Online Travel ............................................................................................... 61
Company Information and Models ................................................................... 67
Table of Figures
Figure 1: Seven Key Quality Characteristics for the Internet Sector ............................. 7
Figure 2: Coverage Universe Comparative Valuation – Part I ................................. 10
Figure 3: Coverage Universe Comparative Valuation – Part II................................. 11
Figure 4: Overall Internet Industry Comparative Valuation ...................................... 12
Figure 5: Cross-Media Comparative Valuation .................................................... 13
Figure 6: Retail and Internet Retail Comparative Valuation ..................................... 13
Figure 7: Barclays Capital & Consensus Estimates................................................ 14
Figure 8: Historical Annual Stock Performance,.................................................... 15
Figure 9: Stock Performance Seasonality – Part I .................................................. 16
Figure 10: Stock Performance Seasonality – Part II ............................................... 17
Figure 11: Historical Average Multiples – Forward Year P/E, P/FCF, EV/EBITDA ..... 18
Figure 12: Historical Average Multiples – Forward Year P/E, P/FCF, EV/EBITDA ..... 19
Figure 13: Short Interest by Company................................................................ 20
Figure 14: Annual Revenue and Growth ............................................................ 21
Figure 15: Quarterly Revenue and Sequential Growth .......................................... 21
Figure 16: Annual EBITDA and Growth.............................................................. 22
Figure 17: Annual EBITDA Margins ................................................................... 22
Figure 18: Free Cash Flow and Growth............................................................. 23
Figure 19: Free Cash Flow Conversion of EBITDA................................................ 23
Figure 20: Capital Expenditures and Growth ...................................................... 24
Figure 21: Capital Expenditures as a Percentage of Revenue ................................. 24
Figure 22: Return on Invested Capital (ROIC) ...................................................... 25
Figure 23: Return on Equity (ROE) ..................................................................... 25
Figure 24: Share Repurchases.......................................................................... 26
Figure 25: Select Recent Internet M&A ............................................................... 27
Figure 26: Global Internet Penetration—Top 20 Countries with Most Internet Users .... 30
Figure 27: International Broadband Penetration – Top 20 Countries ........................ 30
Figure 28: U.S. Household Technology Adoption Forecast .................................... 31
Figure 29: Media Consumption Time Breakdown ................................................ 31
Figure 30: Global Internet Browser Share........................................................... 32
2 April 01, 2010
3. Barclays Capital Internet Data Book
Figure 31: Top 50 U.S. Web Properties by Unique Visitors ................................... 33
Figure 32: Top 50 U.S. Web Properties by Page Views ....................................... 34
Figure 33: Top 50 Global Properties by Unique Visitors ........................................ 35
Figure 34: Top 50 Global Properties by Page Views............................................ 36
Figure 35: Barclays Capital U.S. Online Advertising Forecast ............................... 38
Figure 36: Barclays Capital Online Video Advertising Forecast .............................. 38
Figure 37: Total U.S. Advertising Spending by Medium ........................................ 39
Figure 38: Share of Total U.S. Advertising Spending by Medium,........................... 40
Figure 39: Total U.S. Advertising Growth by MediumE ......................................... 40
Figure 40: U.S. Online Advertising Revenue by Quarter ....................................... 41
Figure 41: U.S. Online Advertising Revenue by Format ......................................... 41
Figure 42: U.S. Online Advertising Revenue by Pricing Model ............................... 42
Figure 43: Internet Advertising Revenue by Major Industry Category ........................ 42
Figure 44: Top 50 Ad Focus Properties by Total Internet Reach .............................. 43
Figure 45: Total U.S. Measured Media Advertising by Category and Medium.......... 44
Figure 46: Total U.S. Measured Media Advertising by Category and % Mix ............ 44
Figure 47: Top U.S. Advertisers (1–50) – With Total Spend and Internet Spend ........ 45
Figure 48: Top U.S. Advertisers (51–100) – With Total Spend and Internet Spend .... 46
Figure 49: Domestic Search Share Comparison by Data Source............................. 46
Figure 50: Domestic Search Share, February 2010 ............................................. 47
Figure 51: Global Search Share, February 2010 ................................................ 47
Figure 52: Domestic Search Share – Google and Yahoo! ..................................... 48
Figure 53: Domestic Search Share – Microsoft, Ask.com, and AOL......................... 48
Figure 54: U.S. Search Market Share and Growth............................................... 49
Figure 55: Global Search Market Share and Growth ........................................... 50
Figure 56: China Search Share Comparison....................................................... 50
Figure 57: Internet Advertising Statistics in the U.S. and U.K. Markets ...................... 51
Figure 58: U.S. Mobile Phone Subscribers & Internet Users.................................... 54
Figure 59: U.S. Mobile Subscribers & Market Share of Select National Carriers........ 54
Figure 60: U.S. Mobile Advertising Forecast ....................................................... 54
Figure 61: U.S. Mobile Advertising Spending Share by Format, 2008–2013E ........ 54
Figure 62: Global Smartphone Shipments & as a Percentage of Total Handsets ........ 55
Figure 63: Top 20 Domestic Mobile Internet Domains, Traffic, & Page Views............ 55
Figure 64: Top 10 Paid Apple iPhone Apps ....................................................... 56
Figure 65: Top 10 Free Apple iPhone Apps ....................................................... 56
Figure 66: U.S. E-Commerce by Category, 2009–2014E Forecast ........................ 58
Figure 67: U.S. E-Commerce Growth Rates by Category ...................................... 58
Figure 68: E-Commerce Penetration................................................................... 59
Figure 69: U.S. Department of Commerce E-Commerce Data ................................ 59
Figure 70: U.S. E-Commerce as a Percentage of Total U.S. Retail........................... 59
Figure 71: Top 50 Internet Retailers................................................................... 60
Figure 72: Global Travel Market Size................................................................ 62
April 01, 2010 3
4. Barclays Capital Internet Data Book
Figure 73: Online Travel Mix, Suppliers vs. Distributor Share.................................. 62
Figure 74: Total Gross Bookings Across Expedia, Orbitz, & Priceline....................... 63
Figure 75: Domestic Gross Bookings Across Expedia, Orbitz, & Priceline ................. 63
Figure 76: International Gross Bookings Across Expedia, Orbitz, & Priceline............. 63
Figure 77: Share of Global Gross Bookings Across Expedia, Orbitz, & Priceline.com. 64
Figure 78: Domestic Hotel Occupancy & ADR Trends........................................... 64
Figure 79: Top U.S. OTAs by Unique Visitors...................................................... 65
Figure 80: Top Global OTAs by Unique Visitors .................................................. 65
Figure 81: Yahoo! Bull vs. Bear Analysis ............................................................ 68
Figure 82: Yahoo! Income Statement................................................................. 69
Figure 83: Yahoo! Revenue Analysis ................................................................. 70
Figure 84: Yahoo! Cash Flow Statement ............................................................ 71
Figure 85: Yahoo Discounted Cash Flow Analysis ............................................... 72
Figure 86: Yahoo!’s Valuation.......................................................................... 73
Figure 87: Google Bull vs. Bear Analysis ........................................................... 74
Figure 88: Google Income Statement ................................................................ 75
Figure 89: Google Revenue Analysis................................................................. 76
Figure 90: Google Revenue Analysis (Continued)................................................. 77
Figure 91: Google Cash Flow Statement............................................................ 78
Figure 92: eBay Bull vs. Bear Analysis ............................................................... 79
Figure 93: eBay Income Statement.................................................................... 80
Figure 94: eBay Segment Breakdown................................................................ 81
Figure 95: eBay Marketplace Segment .............................................................. 82
Figure 96: eBay Payments Segment .................................................................. 83
Figure 97: eBay Cash Flow Statement ............................................................... 84
Figure 98: eBay Sum-of-the-Parts Analysis ........................................................... 85
Figure 99: eBay 2011 Guidance..................................................................... 85
Figure 100: eBay Fees Update – Auction-Style and Fixed Price, U.S. Only ............... 86
Figure 101: PayPal and Bill Me Later Penetration of Top 50 U.S. Internet Retailers ..... 87
Figure 102: Amazon Bull vs. Bear Analysis......................................................... 88
Figure 103: Amazon Income Statement ............................................................. 89
Figure 104: Amazon Metrics ........................................................................... 90
Figure 105: Amazon Segment Analysis.............................................................. 91
Figure 106: Amazon Cash Flow Statement......................................................... 92
Figure 107: Amazon Discounted Cash Flow Analysis ........................................... 93
Figure 108: Amazon’s Category Launch Dates.................................................... 93
Figure 109: IACI Bull vs. Bear Analysis .............................................................. 94
Figure 110: IAC/InterActiveCorp Income Statement ............................................. 95
Figure 111: IAC Segment Breakdown, Growth Rates and Margins ......................... 96
Figure 112: IAC Drivers .................................................................................. 97
Figure 113: IAC Drivers .................................................................................. 98
Figure 114: IAC Cash Flow Statement............................................................... 99
4 April 01, 2010
5. Barclays Capital Internet Data Book
Figure 115: IAC Sum-of-the-Parts Analysis ......................................................... 100
Figure 116: Liberty Interactive Bull vs. Bear Analysis ........................................... 100
Figure 117: Liberty Interactive Income Statement ................................................ 101
Figure 118: Liberty Interactive, QVC Summary .................................................. 102
Figure 119: Liberty Interactive, QVC Drivers ..................................................... 103
Figure 120: Priceline Bull vs. Bear Analysis....................................................... 104
Figure 121: Priceline Income Statement............................................................ 105
Figure 122: Priceline Segment Breakdown ....................................................... 106
Figure 123: Priceline Segment Breakdown, Business Mix: Bookings ...................... 107
Figure 124: Priceline Segment Breakdown, Business Mix: Revenue & Other Metrics . 108
Figure 125: Priceline Cash Flow..................................................................... 109
Figure 126: Expedia Bull vs. Bear Analysis....................................................... 109
Figure 127: Expedia Income Statement............................................................ 110
Figure 128: Expedia Segment Breakdown ....................................................... 111
Figure 129: Expedia Segment Breakdown ....................................................... 112
Figure 130: Expedia Cash Flow Statement ....................................................... 113
Figure 131: Orbitz Bull vs. Bear Analysis ......................................................... 113
Figure 132: Orbitz Income Statement .............................................................. 114
Figure 133: Orbitz Segment Breakdown.......................................................... 115
Figure 134: Orbitz Base Financials ................................................................. 116
Figure 135: AOL Bull .................................................................................. 117
Figure 137: AOL Segment Analysis................................................................. 118
Figure 138: AOL Cash Flow Statement ............................................................ 119
Figure 139: AOL EBITDA Waterfall Scenario Analysis ........................................ 120
Figure 140: Netflix Bull vs. Bear Analysis ......................................................... 121
Figure 141: Netflix Income Statement .............................................................. 122
Figure 142: Netflix Subscriber and Revenue Analysis ......................................... 123
Figure 143: Netflix Cash Flow Statement ......................................................... 124
Figure 144: Domestic Video Market Share ....................................................... 125
Figure 145: Share of Video Rental Turns, 1H09 ................................................ 125
Figure 146: Total U.S. Game Console Install Base, as of February 2010 .............. 125
Figure 147: Blue Nile Bull vs. Bear Analysis ..................................................... 125
Figure 148: Blue Nile Income Statement .......................................................... 126
Figure 149: Blue Nile Cash Flow Statement ..................................................... 127
Figure 150: TechTarget Bull vs. Bear Analysis ................................................... 127
Figure 151: TechTarget Income Statement ........................................................ 128
Figure 152: TechTarget Segment Breakdown.................................................... 129
Figure 153: TechTarget Cash Flow Statement ................................................... 130
April 01, 2010 5
6. Barclays Capital Internet Data Book
Introduction to the Barclays Capital Internet Data Book
The Barclays Capital Internet Data Book provides up-to-date statistics on the Internet
industry overall, and more specifically on the 13 companies in our coverage universe. The
Data Book contains more than 150 figures and charts that are broken down into seven key
areas:
1. Introduction includes Internet and cross-industry comparative valuation charts in addition
to key financial metrics for our covered companies, among other things;
2. Internet Usage features U.S. and global data on broadband penetration, and relevant
unique visitor and page view information for leading sites;
3. Online Advertising includes our projections for domestic online ad spending through
2012, data on overall U.S. advertising spending, and a closer look at search industry
statistics, among other metrics;
4. Mobile features industry data on mobile Internet usage, global smartphone penetration
estimates, and the top 20 mobile Internet domains;
5. e-Commerce features overall online retail projections by category;
6. Online Travel includes global industry projections by geography, gross bookings
estimates across Priceline, Expedia, and Orbitz, domestic hotel occupancy rates and ADRs,
and unique visitors across the major OTAs;
7. Company Information and Models includes key company-specific data for our
coverage universe.
The Data Book is intended to be a primary resource for investors looking at the Internet
space. Each month, we update the Data Book as appropriate and add charts that we
believe are increasingly relevant. We highlight the following charts on pages:
13 Cross-Media and Cross-Retail Valuation Comps
18–19 Historical Average Multiples (P/E, P/FCF, EV/EBITDA)
25 ROIC and ROE Metrics for Internet Coverage Universe
38 Barclays Capital Online Advertising Forecasts
44 U.S. Media Advertising by Category and Medium
49–50 U.S. and Global Search Market Share and Growth
51 Select Internet Advertising & Usage Statistics in the U.S. and U.K.
54 U.S. Mobile Phone Subs & Mobile Internet Users
58 U.S. E-Commerce by Category, 2009–2014E
63 Priceline, Expedia, & Orbitz Gross Bookings analysis, 2006–2014E
Please let us know if there is particular information you would like us to include in future
editions of the Data Book.
6 April 01, 2010
7. Barclays Capital Internet Data Book
Our Internet sector rating is 1-Positive and the ratings within our coverage universe
are:
1-Overweight: Yahoo!, Google, Amazon, Priceline, Netflix, Blue Nile
2-Equal Weight: eBay, IAC/InterActive Corp, Expedia, AOL, Liberty Media
Holding–Interactive, Orbitz Worldwide, TechTarget
Figure 1: Seven Key Quality Characteristics for the Internet Sector
Barclays Capital Industry / Strong FCF Strong Organic
Coverage Universe Structurally Solid Share Gainer ROIC Execution
Rating Franchise Leader Generation Growth
Google 1-OW
" " " " " " "
Priceline 1-OW
" " " " " " "
Netflix 1-OW
" " " " " " "
Amazon 1-OW
" " " " " " "
Blue Nile 1-OW
" " " " " " "
Yahoo! 1-OW
" "
Expedia 2-EW
" " " "
eBay 2-EW
" " "
Liberty Interactive 2-EW
" " " "
AOL 2-EW
"
IAC 2-EW
"
Tech Target 2-EW
"
Orbitz 2-EW
Source: Barclays Capital estimates
April 01, 2010 7
8. Barclays Capital Internet Data Book
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8 April 01, 2010
9. Barclays Capital Internet Data Book
Introduction
April 01, 2010 9