Global+Future+in+Focus-EN

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Digital Future in Focus: Global

comScore, Inc. Proprietary. 2 comScore, Inc. Proprietary.

The 2015 Digital Future in Focus Reports share key figures and trends in digital behavior across the global markets measured by comScore. This Global report helps to contextualize market-specific reports by examining insights at a regional and global level. Some of the topics covered in this report are: Behavior and demographics of digital audiences Spotlights on key user groups (e.g. Millennials) Category-specific insights Online video Multi-Platform usage (including desktop, smartphone and tablet)

About this report

Questions on this report? Ben Martin, Director of Marketing Insights | [email protected]

comScore, Inc. Proprietary. comScore, Inc. Proprietary. 3

Global Overview

comScore, Inc. Proprietary. 4 Source: comScore MMX, May 2015, Persons 15+

Scale of desktop markets (Unique Users) GLOBAL

comScore, Inc. Proprietary. 5

0

500

1,000

1,500

2,000

2,500

C

anad

a

Uni

ted

Sta

tes

M

exic

o

Arg

entin

a

Per

u

Chi

le

B

razi

l

Uru

guay

Col

ombi

a

Ven

ezue

la

P

uerto

Ric

o

Spa

in

R

ussi

an F

eder

atio

n

Isra

el

P

olan

d

Bel

gium

Sw

eden

Fin

land

Irel

and

S

witz

erla

nd

D

enm

ark

N

orw

ay

P

ortu

gal

T

urke

y

Aus

tria

It

aly

G

erm

any

N

ethe

rland

s

Fra

nce

U

nite

d K

ingd

om

S

outh

Afri

ca

A

ustra

lia

C

hina

Tai

wan

Hon

g K

ong

N

ew Z

eala

nd

S

inga

pore

Vie

tnam

Jap

an

T

haila

nd

M

alay

sia

In

done

sia

P

hilip

pine

s

Indi

a

Global average desktop minutes per user Source: comScore MMX, May 2015, Persons 15+

GLOBAL


Categories share of desktop minutes

SOCIAL MEDIA PORTALS NEWS / INFORMATION RETAIL ENTERTAINMENT ALL OTHER

Social continues to dominate share of mins in most markets, although less than in recent years as it has experienced a dramatic shift to mobile devices. Asia Pacific sees a more diverse spread of categories, with the major categories listed accounting for less than half of all minutes.

Source: comScore MMX, May 2015

GLOBAL


Global average video minutes per user & per video Source: comScore Video Metrix, May 2015, Persons 15+

2.8 3.4

4.2 3.7

3.2 3.6

2.6

4.3 4.6

3.5

4.4

7.5

4

2.7

4 3.8

5.6 5 5.1

4.1

10

4.3

3.2 3.7

4.2

5 4.6

0

500

1,000

1,500

2,000

2,500

US

A C

anad

a A

rgen

tina

Bra

zil

Chi

le

Col

ombi

a M

exic

o Fr

ance

G

erm

any

Italy

N

ethe

rland

s R

ussi

an F

eder

atio

n S

pain

Tu

rkey

U

K

Aus

tralia

C

hina

H

ong

Kon

g In

dia

Indo

nesi

a Ja

pan

Mal

aysi

a N

ew Z

eala

nd

Phi

lippi

nes

Sin

gapo

re

Taiw

an

Viet

nam

Japan stands out in both average minutes per user and with users enjoying longer form video content. The USA and Turkey, despite high average minutes per user, build up these figures with shorter form video, possibly as a result of advertising saturation, and in the case of Turkey, a strong leaning to Social Media video (see p.14).

AVG. MINS PER VIDEO

AVG. MINS PER USER

GLOBAL


0% 50% 100%

USA Canada

Australia Brazil

France Germany

Italy Russian Federation

Spain Taiwan

UK

0% 50% 100%

Note: Some markets use a census-based methodology for Smartphone and Tablet measurement, that reports on only tagged entities. Properties which only tag some of their assets (e.g. website but not app) or partially tag (e.g. homepage only) are only be measured on those tagged assets.

Mobile only & Multi-Platform unique users

MULTI-PLATFORM MOBILE ONLY DESKTOP ONLY

75%

59%

66%

44%

63%

68%

61%

30%

74%

70%

77%

97% (+22)

83% (+24)

75% (+9)

-

70% (+7)

74% (+6)

73% (+12)

51% (+21)

78% (+4)

76% (+6)

85% (+8)

All Users Millennials

In every market, it is Millennials who drive mobile and multi-platform usage, with desktop only usage below 50% for this demographic in every market.

Source: comScore MMX Multi-Platform, May 2015

(% mobile or multi-platform) (% mobile or multi-platform)

GLOBAL

comScore, Inc. Proprietary. 9 *Mobile Minutes calculated using an average of markets measured by Mobile Metrix that also feature demographics on Mobile devices

Spotlight on global Millennials Source: comScore MMX & Mobile Metrix, May 2015

GLOBAL


EMEA Overview


EMEA desktop audiences

EMEAs desktop audiences are led by a number of major markets, which continue to deliver large audiences in spite of the growth of smartphone and tablet platforms.

Source: comScore MMX, May 2015, Persons 15+

EMEA


Demographics and usage

EMEAs overall desktop demographics are more evenly distributed than LATAM or APAC (see pages 18 & 24), which both skew heavily towards younger users. One explanation could be the especially strong shift to mobile devices among European Millennials (see p.8). Male users, particularly younger demographics, have a proportionally higher share total minutes than of total audience.

Source: comScore MMX, May 2015, Europe

MALE FEMALE

10.0 11.8

10.6 9.0 9.2 9.3

11.4 10.5 9.1 9.1

0

5

10

15

20

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

10.1 12.4

11.3 9.9 9.2

7.7

10.3 10.7 9.5 9.0

0

5

10

15

20


% of Total Audience % of Total Minutes

EMEA


Scale vs. engagement for key categories

As with all markets, Social Media, Entertainment and Portals categories offer the combined benefits of high audience reach and average minutes per user. Overall, there is a correlation between reach and average minutes, with Games and Sports two categories that beat the overall trend.

Automotive

Business/Finance Education

Entertainment

Games

Health

Lifestyles

News/Information

Portals

Real Estate

Retail

Search/Navigation

Social Media

Sports

Technology Travel

0

50

100

150

200

250

300

350

400

0 10 20 30 40 50 60 70 80 90 100 Reach%

Avg Mins / User

Source: comScore MMX, May 2015, Europe

EMEA


62.3

3

5.8

1.1

3.2

6.7

1.5

3.3 2.5

Fran

ce

Ger

man

y

Italy

Net

herla

nds

Rus

sian

Fed

erat

ion

Spa

in

Turk

ey

UK

1314.6

5.3 4.6

3.1 3

6.2

4.6

2.5

3.7

Fran

ce

Ger

man

y

Italy

Net

herla

nds

Rus

sian

Fed

erat

ion

Spa

in

Turk

ey

UK

736.2

2.2 1.9 2.1 1.8

5.8

2 2.4

1.8

Fran

ce

Ger

man

y

Italy

Net

herla

nds

Rus

sian

Fed

erat

ion

Spa

in

Turk

ey

UK

Video categories Source: comScore Video Metrix, May 2015, Persons 15+

MINUTES PER USER MINUTES PER VIDEO

Social Media Entertainment News / Information

As in all markets, Entertainment dominates in terms of minutes per user, with Turkey a notable exception. The low average video times for Social Media contribute to lower overall minutes, despite high total video views.

EMEA


Multi-Platform: Additional scale and engagement Source: comScore MMX Multi-Platform, May 2015, United Kingdom

DESKTOP (INLCUDES DESKTOP USERS WHO MAY ALSO USE SMARTPHONE) TOTAL DIGITAL POPULATION

The incremental impact of mobile devices is clear to see in this UK data, although it is clear that variances at a category and publisher level have deep reaching implications for publishers and advertisers alike.

Unique Users

Total Views

Total Internet (UK) Retail Newspapers

+5%

+41%

+16%

+62%

+57%

+101%

EMEA UK


LATAM Overview


LATAM desktop audiences

In contrast to EMEA, the largest LATAM market (Brazil) exceeds others in the region by some margin. It is also second highest in the region in terms of average minutes per user, behind LATAMs smallest market, Uruguay. Again, the scale of mobile audiences could influence these desktop audiences to some extent.


LATAM


16.3

13.4

10.5

6.1 4.1

14.6 13.3

11.0

7.0

3.8

0

5

10

15

20


18.1

14.4

11.2

6.2 4.3

13.3 12.1

10.3

6.7

3.6

0

5

10

15

20



In terms of audience, male users marginally dominate the lower age brackets in LATAM, with female users taking a slightly bigger share of users in the 35 54 age ranges. In terms of usage, male users exhibit a higher share of minutes in all ages except 45 54.

Source: comScore MMX, May 2015, Latin America

MALE FEMALE


LATAM


Automotive Business/ Finance

Education

Entertainment

Games

Health Lifestyles

News/ Information

Portals

Real Estate

Retail Search/Navigation

Social Media

Sports

Technology Travel

0

50

100

150

200

250

300

350

400

0 10 20 30 40 50 60 70 80 90 100


Like other markets, an overall correlation between category reach and average minutes per user appears to exist. As with other markets, Social, Entertainment and Portals lead on both measures, although Sports and Games additionally beat the trend.

Reach%

Avg Mins / User

Source: comScore MMX, May 2015, Latin America

LATAM


Video categories

26.3

131.1 88.4

5.6

151 2.4

1.6 1.5 1.6 1.4

Arg

entin

a

Bra

zil

Chi

le

Col

ombi

a

Mex

ico

412.5

477.7 435

402.4

550.6

3.7 4

3.3 3.2 3.6

Arg

entin

a

Bra

zil

Chi

le

Col

ombi

a

Mex

ico

32.9 37.2 14.8 13.7 23.2

4.9

8

3.2 3.4 3.5

Arg

entin

a

Bra

zil

Chi

le

Col

ombi

a

Mex

ico

Source: comScore Video Metrix, May 2015



Despite offering lower overall minutes per user, the News / Information category offers strong average video times, particularly in Brazil. Entertainment video again dominates, but by a smaller margin than in EMEA.

LATAM

comScore, Inc. Proprietary. 21 Note: Brazil uses a census-based methodology for Smartphone and Tablet measurement, that reports on only tagged entities. Properties which only tag some of their assets (e.g. website but not app) or partially tag (e.g. homepage only) are only be measured on those tagged assets.

Multi-Platform: Additional scale and engagement Source: comScore MMX Multi-Platform, May 2015, Brazil


As in other regions, the incremental impact of mobile devices is clear and also importantly varies at a category and publisher level. The impact of mobile on the Newspapers category is less pronounced than in other regions.

Unique Users

Total Views

Total Internet (Brazil) Entertainment Newspapers

+14%

+3%

+20%

+6%

+35%

+26%

LATAM BRAZIL


APAC Overview


APAC desktop audiences

More than either EMEA or LATAM, the dominant market in APAC exceeds the others in terms of desktop unique users, with an impact on overall trends in APAC. It should also be noted that the relative scale of mobile in each market could influence the scale of desktop audiences.


APAC


16.2 17.1

11.4

7.1

3.5

13.7 14.8

9.1

4.1 2.9

0

5

10

15

20


16.1 17.7

11.0

6.9

3.9

13.9 14.9

8.5

3.9 3.1

0

5

10

15

20



Even desktop usage in APAC skews very heavily to younger demographics, which dominate in terms of both unique users and total minutes. The region also skews more notably towards male users than either EMEA or LATAM. Users age 25 34 are a particularly dominant group for both measures.

Source: comScore MMX, May 2015, Asia Pacific

MALE FEMALE


APAC


Automotive

Business/ Finance

Education

Entertainment

Games

Health

Lifestyles News/ Information

Portals

Real Estate

Retail Search/Navigation

Social Media

Sports

Technology Travel 0

50

100

150

200

250

300

350

400

0 10 20 30 40 50 60 70 80 90 100


The trend between category reach and average minutes per user is more clear in APAC than in any other region. Interestingly, it is the only region where Portals outdo Social Media and Entertainment, although all three are once again major categories for both measures.

Reach%

Avg Mins / User

Source: comScore MMX, May 2015, Asia Pacific

APAC


210.7

1.6

0.7

2.3 2.4 2.1 1.9 1.9 1.3

1.9 1.8 1.5

2.8

Aus

tralia

C

hina

H

ong

Kon

g In

dia

Indo

nesi

a Ja

pan

Mal

aysi

a N

ew Z

eala

nd

Phi

lippi

nes

Sin

gapo

re

Taiw

an

Viet

nam

Video categories Source: comScore Video Metrix, May 2015



News / Information video in APAC displays particularly elevated minutes per video, as longer form content is enjoyed by users in this category. Entertainment content in Japan is a clear leader for both measures reviewed, contributing to Japans global lead in both minutes per user and per video on average.

963.2

4.1

6.9

2.5

4.8

2.4

7.2

3.2 2.9 3.2 3 2.9 2.9

Aus

tralia

C

hina

H

ong

Kon

g In

dia

Indo

nesi

a Ja

pan

Mal

aysi

a N

ew Z

eala

nd

Phi

lippi

nes

Sin

gapo

re

Taiw

an

Viet

nam

65.2

2.9

4.6

2.2

5.5

1.5

4.3

6.9

5.5

4.6

6 6.2

2.3

Aus

tralia

C

hina

H

ong

Kon

g In

dia

Indo

nesi

a Ja

pan

Mal

aysi

a N

ew Z

eala

nd

Phi

lippi

nes

Sin

gapo

re

Taiw

an

Viet

nam

APAC

comScore, Inc. Proprietary. 27 Note: Taiwan uses a census-based methodology for Smartphone and Tablet measurement, that reports on only tagged entities. Properties which only tag some of their assets (e.g. website but not app) or partially tag (e.g. homepage only) are only be measured on those tagged assets.

Multi-Platform: Additional scale and engagement Source: comScore MMX Multi-Platform, May 2015, Taiwan


Taiwan data shows the strong and varied impact that the addition of mobile devices has exerted on a market. Newspaper content in particular is boosted tremendously in both audiences and consumption.

Unique Users

Total Views

Total Internet (Taiwan) Retail Newspapers

+11%

+4%

+16%

+5%

+105%

+103%

TAIWAN APAC


Key Takeaways


MOBILE & MULTI-PLATFORM CREATES FURTHER DIGITAL OPPORTUNITY With mobile audiences growing in reach and performing a growing range of activities, desktop no longer tells the full story. The Total Digital Population includes incremental audience beyond desktop in all categories, with additional usage varying dramatically at category and publisher level. Understanding these, as well as demographic nuances can help all sides of the ecosystem benefit from the increased digital opportunity. MILLENNIALS DRIVING THE GROWTH OF MOBILE In a universal trend across markets, the increased prominence of mobile devices among Millennial users demonstrates the growing need for a multi-platform approach to both content and advertising. Although mobile takes a bigger share, it is important to note that a corresponding growth in total digital time means that it is not necessarily at the detriment of desktop opportunity. DONT FORGET THE DESKTOP Desktop maintains consistent audiences across all regions and categories, which is an key factor in its continued dominance of advertising revenue and commercial interest. Time spent on desktop is bolstered by increased video consumption, which brings with it an increased advertising opportunity.

Key findings

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