版權(quán)說明:本文檔由用戶提供并上傳,收益歸屬內(nèi)容提供方,若內(nèi)容存在侵權(quán),請進(jìn)行舉報或認(rèn)領(lǐng)
文檔簡介
?comScore,Inc.Proprietary.
LocalOnlineAdvertisingConference2015
ADigitalUpdate,ByTheNumbers
GianFulgoni
Co-Founder&ChairmanEmerituscomScore,Inc.
2
?comScore,Inc.Proprietary.
Topics
TheRiseoftheDigitalOmnivore
UpdateonDigitalCommerce
ANewViewofOnlineAdvertising
TheFutureofDigitalPayments
2MillionPersonPanel360°ViewofPersonBehavior
PERSON-CentricPanelwithWEBSITE-CensusMeasurement
Online&OfflineBuying
Transactions
WebVisiting&Search
Behavior Online
AdvertisingExposure
PANEL
CENSUS
Media&VideoConsumption
PANEL
Demographics,
Lifestyles
&Attitudes
UnifiedDigitalMeasurement?(UDM)
MobileInternetUsage&Behavior
Patent-PendingMethodology1MillionDomainsParticipating
Adoptedby80%ofTop100GlobalMediaProperties
DatasourcedfromcomScore’sglobalpanelof2millionInternetusers
?comScore,Inc.Proprietary. V0411 3
Plus5MillionTVSetTopBoxesfor3-ScreenMeasurement
TheRiseoftheDigitalOmnivore
?comScore,Inc.Proprietary.
?comScore,Inc.Proprietary.
5
?comScore,Inc.Proprietary.
200,000,000
180,000,000
160,000,000
NumberofU.S.SmartphoneandTabletOwners
Source:comScoreMobiLensandTabLens,U.S.,2000-2014
182MILLION
NumberofDeviceOwners
75%PENETRATION
+16%
vs.YA
140,000,000
120,000,000
100,000,000
97MILLION
40%PENETRATION
80,000,000
60,000,000
40,000,000
+18%
vs.YA
Continuedstrengthinadoptionofsmartphonesandtabletshasledto
adramaticshiftinmediaengagementontheseplatforms
20,000,000
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
TotalU.S.InternetUsageinMinutes(Billions)byPlatform
Desktop,Smartphone,andTablet
995
+83%
172
+39%
124
+1040%
543
11
131
574
+29%
442
+237%
+7%
+19%
401
429
510
1,256 +26%
December2010 December2013 November2014
Digitalengagementhasdoubledinthepastthreeyears,ledbymassive
growthinmobileusage,butdesktopengagementhasnotdeclined
?comScore,Inc.Proprietary.
Source:comScoreMediaMetrixMulti-Platform,Dec13andNov14Note:Dec-2010SmartphoneandTabletnumbersareestimatedbasedonearliestobservedcomScore
smartphoneengagementdatacalibratedbynumberofsmartphoneusersatthattime. 6
PAGE
9
?comScore,Inc.Proprietary.
75%
65%
ShareofU.S.DigitalMediaTimeSpentShiftsbyPlatform
Source:comScoreMediaMetrixMulti-Platform&MobileMetrix,U.S.,
March2012-November2014
64%
Mobile
55%
52%
56%
MobileApp
45%
48%
35%
40%
36%
Desktop
Stronggrowthinmobileappusagehaspropelledappstoamajorityof
digitalengagementat56%,whiletotalmobiletimeisat64%
25%
42%
Source:comScoreCustomAnalytics,U.S.,Age18+,June2014
17%
12%
10%
6%
4%
3%
2%
2%
1%
1%
ShareofTimeSpentonAppsAcrossRanks
45%
40%
35%
30%
25%
20%
15%
Appusageisveryselective:42%ofallapptimespentonsmartphonesoccursonanindividual’smostusedapp,while75%ofappusageoccursonthetop4apps
10%
5%
0%
1 2 3 4 5 6 7 8 9 10 11+
Individuals’TopRankedAppbyUsage
Top25MobileAppsbyUniqueVisitors(000)
Source:comScoreMobileMetrix,U.S.,Age18+,November2014
Thelargestdigitalmediabrands(FB,GOOG,AAPL,YHOO,AMZN,
EBAY)makeup16ofthetop25mostusedapps
83,985
78,261
75,511
70,332
68,330
60,721
60,406
48,932
37,923
36,544
35,036
31,788
29,828
28,936
28,602
28,473
24,908
24,671
24,438
23,461
23,351
21,791
19,339
18,106
FacebookYouTubeGoogleSearchGooglePlay
FacebookMessenger
PandoraRadioGoogleMaps
GmailInstagram
iTunesRadio/iCloud
AppleMaps
TwitterAmazonMobileYahooStocks
TheWeatherChannel
Google+PinterestSnapchat
NetflixWalmartCastleStory
eBayYahooMail
113,467
PAGE
11
?comScore,Inc.Proprietary.
iPhoneappusersearnabout50%moreinincomethanAndroidphone
users,andengagewiththeirappsfor17morehourspermonth
Source:comScoreMobileMetrix,U.S.,Age18+,November2014
64.2
39
$87,00067
80.7
40
$59,00050
Thereislargevariationinimportanceofmobileengagement
acrosscontentcategories
Somelocally-focusedcontentcategoriesareseeingconsumptionshifttomobilemuchmorerapidlythanothers
MapsCouponsWeatherPersonalsJobSearch
Regional/LocalNews/InformationSearch/Navigation
RealEstateClassifiedsDirectoriesGovernment
ShareofContentCategoryTimeSpentbyPlatform
Source:comScoreMediaMetrixMulti-Platform,U.S.,Jan2015
10% 90%
13% 87%
18% 82%
35% 65%
41% 59%
49% 51%
49% 51%
58% 42%
63% 37%
65% 35%
68% 32%
84% 16%
Desktop Mobile
DigitalCommerce
?comScore,Inc.Proprietary.
?comScore,Inc.Proprietary.
PAGE
14
?comScore,Inc.Proprietary.
Retaildigitalcommerce(desktop+mobile)reached$82.8billion
inQ42014,up16%vs.YA,withm-commerceaccountingfor13%ofallsales
Desktop+MobileRetailCommerceDollarSales($Billions)
Source:comScoree-Commerce&m-CommerceMeasurement
Desktop
+21% +17% +17% +17% +15% +16% +14%
+12% +13%
+13% +14%
+16%
$82.8
Billions($)
$64.0
$71.4
$8.3
$63.4$61.6
$60.6
$10.7
$7.2
$56.1
$54.5$54.3
$7.3 $6.8 $6.7
$48.8
$4.5
$47.0$45.4
$3.8 $4.6
$56.8
$5.9 $4.7 $5.8
$50.2 $49.8 $47.5
$63.1
$56.1
$54.8 $53.9
$72.1
$44.3 $43.2 $41.9
Q12012 Q22012 Q32012 Q42012 Q12013 Q22013 Q32013 Q42013 Q12014 Q22014 Q32014 Q42014
Intermsofdiscretionaryspending,m-Commercegrowthisfar
outpacinge-Commerce&bricks-and-mortar
Q42014Y/YRetailSpendingGrowthbyChannel
Source:Dept.ofCommerce,comScoree-Commerce&m-CommerceMeasurement
+29%
+14%
+3%
+35%
+30%
+25%
+20%
+15%
+10%
+5%
+0%
TotalDiscretionaryRetail E-Commerce M-Commerce
DigitalCommerceaccountedfor13.6%ofconsumers’discretionary
spendinginQ42014,whileDesktopaloneremainsunder12%.
Desktop&Mobilee-CommerceShareofConsumerRetailSpending
Source:comScoree-Commerce/m-Commerce&USDepartmentofCommerceforRetail
14%
13%
12%
11%
10%
9%
8%
7%
6%
5%
4%
DigitalCommerceShare(desktop+mobile)e-CommerceShare(desktop)
12.0%
(Q4‘13)
Q4‘14
11.2%
(Q4‘12)
11.8%
Q4‘14
10.6%
(Q4‘13)
10.0%
(Q4‘12)
13.6%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
?comScore,Inc.Proprietary.
*Note:e-CommerceshareisshownasapercentofDOC’sTotalRetailSales
excludingFoodService&Drinking,Food&Bev.Stores,MotorVehicles&Parts, 16
GasolineStationsandHealth&PersonalCareStores.
PAGE
18
?comScore,Inc.Proprietary.
BarriersofMobilePurchasing–AverageofFrequencyandSeverityofIssues
Source:comScoreCustomSurvey
Scoreswerecomputedbymultiplyingratingsfor“frequency”and“severity”ofeachissue,foreachdevice(ona7-ptscale,seequestiontextbelow)
SmartphoneTablet
20.2
17.1
19.6
15.0
19.3
16.1
19.2
16.0
18.6
15.0
18.4
15.9
18.4
15.9
Notbeingabletoseeproductdetailisthesecondmostcommonissuefacedwhenmakingapurchaseviasmartphone(andtheleastcitedissueontablets)
Donotfeelsecureprovidingpaymentinformationovermobiledevices
Cannotseetheproductdetail
Navigatingbetweenscreensistoodifficult/slow
Cannotbrowsebetweenmultiplescreenseasilytocomparisonshop
Toodifficulttoinputmyname,address,andpaymentinformation
Connectionspeeds/spottyserviceslowsdownthebrowsingprocess
Cannotnavigatetocoupons/discountseasily
Byproductcategory,DigitalContentshowedthegreatestpenetration
viamobile,withComputerHardwaretheleast‘mobile’
Q42014ShareofProductCategoryDigitalCommerceSpendingbyPlatformforSelectedCategories
Source:comScoree-Commerce&m-CommerceMeasurement
13%
60%
65%
70%
75%
80%
85%
90%
95%
100%
e
87.0%
7.4%
5.6%
70.5%
16.7%
12.8%
s
75.7%
15.8%
8.5%
s
77.0%
13.6%
9.4%
88.4%
6.7%
5.0%
91.6%
5.1% 3.3%
92.0%
5.1% 3.0%
92.0%
5.0% 3.0%
TotalDigitalCommerc
DigitalContentEventTicket
Jewelry&Watche
Home&GardenConsumerElectronicsComputerHardwareConsumerPackagedGoods
Desktop Smartphone Tablet
ANewViewofDigitalAdvertising
?comScore,Inc.Proprietary.
?comScore,Inc.Proprietary.
Industrybenchmarkscanhelp
mediabuyersandsellerssetcampaigndeliveryexpectations.
MeasurementofTargetingAccuracy,Viewability,BrandSafetyandNon-HumanTrafficprovidesmuch-neededtransparencyinanincreasinglyopaque,programmaticworld.
20
?comScore,Inc.Proprietary.
Viewabilityratesvarybycampaign,publisher&placementtype,
butneedtobeimproved.Viewabilitylowerontheexchanges.
%AdsViewablebyPlacementType
Premiumisdefinedasimpressionsrundirectlyonaproperty,mediatitle,channel,sub-channel,grouporsub-grouppercomScoreMediaMetrixdefinitions.Non-PremiumisdefinedasimpressionsrunindirectlyviaanExchange
Premiumsites
21
Source:comScorevCE,2012-2013,Global.
PremiumisdefinedbyAdMetrixashavinganaverageCPMaboveUSD$5.00andanaveragemonthlyadrevenueof
$100,000.
?comScore,Inc.Proprietary.
Theimportanceofviewability:
Higherviewabilitydisproportionatelyincreasescampaignsaleslift
DigitalSalesLiftIndex
Indexedto100forLessThan50%ViewabilityofImpressions
175
100
40%improvementin
viewability
generated
75%increasein
saleslift
LessThan50%
Viewability
AtLeast70%Viewability
Proprietary.
Source:comScoreandKellogg’scasestudy,2012. ?comScore,Inc. 22
Kellogg’srealizessubstantialbenefitsfromdigitalin-flight
campaignoptimization
Brand1ROI Brand2ROI
5X
2X
ROI
6x
3X
ROI
Year1 Year2 1HYear3 Year1 Year2 1HYear3
Proprietary.
Source:comScoreandKellogg’scasestudy,2012. ?comScore,Inc. 23
TheFutureofDigitalPayments
?comScore,Inc.Proprietary.
?comScore,Inc.Proprietary.
PayPal,whichtraditionallyexperiencesstrongdecreasesinshareduringtheholidays,heldover13%ofUSretaildollarshareinQ4.PrivateLabelstorecardsgainingshare
USDollarShareofRetailDigital-Commerce
AllOther
EmergingPayments
PayPal
Private-LabelStoreCard
Credit/DebitCard
2.1%
12.6%
3.0%
2.6%
2.5%
14.8%
15.1%
15.3%
20.47%
13.3%
7.8%
6.5%
6.9%
8.3%
9.9%
77.5%
75.7%
75.4%
73.9%
73.7%
Q42013 Q12014 Q22014 Q32014 Q42014
?comScore,Inc.Proprietary.
Source:comScoree-CommerceMeasurement 25
Over15%ofmobilebuyershaveusedNearFieldCommunication
(NFC)topayinaphysicalstore.Slightincreasein2014.
MethodsofMobilePurchasing
Base:MobileBuyers
Q42014 Q32014
56%
62%
45%
48%
33%
33%
17%
15%
NearFieldCommunication
ByBar/QRCodeApplication
Navigatedtoamobileapp
Navigatingtoamobilewebsite
RemoteCommerce
ProximityPayments
Base:MobileBuyers=500(Q3);526(Q4)
?comScore,Inc.Proprietary.
Source:EmergingDigitalPaymentsAdvisor
26
In<<HQLASTMONTH>>,whichofthefollowingmethodsdidyouusetobuygoodsorservicesonyoursmartphone?Pleaseselectallthatapply.
OnefourthofU.S.consumerswhomadeanonlinepurchaseareaware
ofApplePay,butusagestilllow.PayPalleadsbysubstantialmargin.
DigitalPaymentTools
AwarenessandUsageofDigitalWallets
AwarenessofDigitalWallets
-AmongDigitalBuyers-
PayPal
90%
UsageofDigitalWallets
-AmongDigitalBuyers-
PayPal
79%
PayPalCredit
AmazonBitcoinApplePay
VisaCheckout
44%
42%
38%
27%
25%
24%
PayPalCredit
AmazonBitcoinApplePay
VisaCheckout
7%
18%
16%
1%
2%
6%
Starbucks
iTunesDunkin'DonutsMasterPass
ServeSamsungWalletSquareOrder
SoftcardLevelUpCurrentC
24%
20%
13%
11%
7%
7%
6%
5%
3%
2%
Q42014
Q32014
Starbucks
iTunesDunkin'DonutsMasterPass
ServeSamsungWalletSquareOrder
SoftcardLevelUpCurrentC
11%
6%
3%
1%
2%
1%
1%
1%
1%
0%
Q42014
Q32014
Base:TotalRespondents:2,857(Q3);2,878(Q4) Base:Respondentsawareofanydigitalpaymenttools:2,567(Q3);2,672(Q4)
?comScore,Inc.Proprietary.
Source:EmergingDigitalPaymentsAdvisor
27
DIGPAY1.Whichofthefollowingdigitalpaymenttools,ifany,areyouawareof?Pleaseselectallthatapply.DIGPAY2.Whichofthefollowingdigitalpaymenttools,ifany,haveyoueverused?Pleaseselectallthatapply.
QOS_MOB.Whattypeofsmartphonedoyouhave?
28%ofAppleownerssaytheyintendtouseApplePayduringthefirst
IntenttouseApplePay
Q42014
halfof2015.Securityiscitedasthemostinfluentialfactorwhenchoosingtousetheservice.
IntendtouseApplePayinNext6Months
(7pointscale,Top2Box,%Likely)
28%
AppleOwners
Base:251(AppleOwners)
MostinfluentialfactorswhenchoosingtouseApplePay,assumingavailabilityonanydevice.
(7pointscale,Top2Box,%Influential)
SmartphoneOwnersAppleOwnersAndroidOwners
44%
35%
42%
36%
40%
35%
39%
34%
Widelyacceptedbymerchants
39%
52%
32%
49%
50%
Offersdiscounts
Offersrewards
55%
59%
Easeofuse
Offersenhancedsecurity
Base:708(SmartphoneOwners);251(AppleOwners);435AndroidOwners
?comScore,Inc.Proprietary.
Source:EmergingDigitalPaymentsAdvisor
28
QAPPLEPAY3:ApplerecentlylaunchedaservicecalledApplePaythatletsyoumakepurchaseswithacreditordebitcardinmobileappsbytappingacheckoutbuttonorinretailstoresbyholdingyourphoneoveracardreader.Yourpurchasesareauthorizedbyusingyourfingerprint.HowlikelyareyoutouseApplePayinthenextsixmonths?
QAPPLEPAY4:HowinfluentialarethefollowingfactorsinchoosingtouseApplePay,assumingitwasavailableonyourphonetoday?
orenteringcarddetails.IfyouweretouseApplePay,whattypesofcardswouldyouaddtoApplePay?Pleaseselectallthatapply.
Grocerystoresarethemostoft-citedmerchantstoacceptApplePay
ApplePayMerchants
Q42014
amongbothAppleandAndroidowners.
AtwhattypesofstoreswouldyouuseApplePay,assumingitwasavailableonyourphonetoday?
SmartphoneOwnersAppleOwnersAndroidOwners
36%
32%
28%
27%
26%
26%
21%
19%
16%
15%
GrocerystoreDepartmentstoreorbigboxstore
GasstationFastfoodrestaurant
Fullservice/sit-downrestaurant
DrugstoreDigitalgoodsstore
HotelsLocal/SmallRetailers
Airlines
Base:708(SmartphoneOwners);251(AppleOwners);435AndroidOwners
?comScore,Inc.Proprietary.
Source:EmergingDigitalPaymentsAdvisorQOS_MOB.Whattypeofsmartphonedoyouhave?
29
QAPPLEPAY5:AtwhattypesofstoreswouldyouuseApplePay,assumingitwasavailableonyourphonetoday?Pleaseselectallthatapply.
QAPPLEPAY6:ApplePayletsusersadduptoeightcreditordebitcardstomakepurchasesinstoresandinappswithoutswipingacard
PAGE
30
?comScore,Inc.Proprietary.
InmidFebruary2014,Samsungacquiredmobilepaymentsstartup
SamsungLoopPayAcquisition
Q12015
LoopPay,atechnologythatdoesn’trequireNFCandisalreadycompatiblewitharound90%ofPOSterminals.
Feb.18,2014:“SamsunghasacquiredmobilepaymentsstartupLoopPay,asgoodasignasanythatitwillsoonlaunchacompetitortoApplePay.”
“SamsungplanstoshowoffanewmobilepaymentsofferingatitsGalaxyS6smartphonelaunchonMarch1”
“TheLoopPaysetup"hasthepotentialtowork"inabout90percentofexistingPOSterminals,accordingtoSamsung,somethingthatcouldhelpthetechnologyspreadquickly.”
KeyFindings:MobileandDigitalCommerce
Mobiledigitalengagementhassurged--totheextentthat
marketersMUSThaveamobilestrategy.
However,overallusageofthedesktop
溫馨提示
- 1. 本站所有資源如無特殊說明,都需要本地電腦安裝OFFICE2007和PDF閱讀器。圖紙軟件為CAD,CAXA,PROE,UG,SolidWorks等.壓縮文件請下載最新的WinRAR軟件解壓。
- 2. 本站的文檔不包含任何第三方提供的附件圖紙等,如果需要附件,請聯(lián)系上傳者。文件的所有權(quán)益歸上傳用戶所有。
- 3. 本站RAR壓縮包中若帶圖紙,網(wǎng)頁內(nèi)容里面會有圖紙預(yù)覽,若沒有圖紙預(yù)覽就沒有圖紙。
- 4. 未經(jīng)權(quán)益所有人同意不得將文件中的內(nèi)容挪作商業(yè)或盈利用途。
- 5. 人人文庫網(wǎng)僅提供信息存儲空間,僅對用戶上傳內(nèi)容的表現(xiàn)方式做保護(hù)處理,對用戶上傳分享的文檔內(nèi)容本身不做任何修改或編輯,并不能對任何下載內(nèi)容負(fù)責(zé)。
- 6. 下載文件中如有侵權(quán)或不適當(dāng)內(nèi)容,請與我們聯(lián)系,我們立即糾正。
- 7. 本站不保證下載資源的準(zhǔn)確性、安全性和完整性, 同時也不承擔(dān)用戶因使用這些下載資源對自己和他人造成任何形式的傷害或損失。
最新文檔
- 酒店客房半包裝修合同樣本
- 宗教場所施工協(xié)議模板
- 生豬養(yǎng)殖保險運(yùn)輸協(xié)議模板
- 娛樂場所裝修保修協(xié)議
- 生態(tài)農(nóng)業(yè)砂石料供應(yīng)合同
- 小區(qū)裝修監(jiān)理服務(wù)協(xié)定
- 旅游業(yè)務(wù)居間服務(wù)協(xié)議書
- 高端別墅裝修居間合同樣本
- 珠寶首飾運(yùn)輸中介協(xié)議
- 飼料廠垃圾清運(yùn)服務(wù)協(xié)議
- 防止滑倒摔傷事故的安全培訓(xùn)
- 丘腦出血護(hù)理業(yè)務(wù)查房
- 創(chuàng)新創(chuàng)業(yè)大賽項(xiàng)目申報評審書
- 印度與世界文明
- 水暖培訓(xùn)微課件
- 2023-2024學(xué)年成都市金牛區(qū)九年級上英語(一診)期末考試題(含答案)
- 2024年油氣管道工程行業(yè)市場研究報告
- 四川省成都高新重點(diǎn)中學(xué)2023-2024學(xué)年高二上學(xué)期12月月考數(shù)學(xué)試卷(含答案)
- 新能源技術(shù)咨詢與應(yīng)用項(xiàng)目實(shí)施服務(wù)方案
- 管理哲學(xué)導(dǎo)論(第3版) 課件 第二章 中國古代知人善任的藝術(shù)
- 基坑支護(hù)工程危險源辨識及風(fēng)險評價表
評論
0/150
提交評論