comscore beyond the pc southeast asia july2011

8/3/2019 ComScore Beyond the PC Southeast Asia July2011

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Beyond The PC:How Digital Consumption is Evolving

comScore Webinar 19 July 2011

Joe Nguyen Vice President, Southeast Asia & India | comScore, Inc. ( NASDAQ:SCOR)

hp +65 9478 2100 | [email protected]


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2 comScore, Inc. Proprietary and Confidential.

comScore is a Global Leader in Measuring the Digital World

NASDAQ SCOR

Clients 1,600+ worldwide

Employees 1,000+

Headquarters Reston, VA

Global Coverage170+ countries under measurement;

43 markets reportedLocal Presence 30+ locations in 21 countries

V0910


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Global Coverage, Local Presence

comScore Locations

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comScores Innovative Approach Revolutionizes Measurement

CENSUSPANEL

2 Million Person Panel

360View of Person BehaviorPERSON-Centric Panel with

SITE-Census Measurement

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Unified Digital Measurement (UDM)

Patent-Pending Methodology

Adopted by 90% of Top U.S. Media Properties


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Topics:

1) Unified Digital Methodology: Overview & Update

2) Introducing Device Essentials

3) Introducing Total Universe Reporting


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Unified Digital Measurement:


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What are we unifying?

Panel Audience Measurement

Methodology: Recruitsrepresentative users to be on panel

and continually tracks & reportsonline behavior

Primary Uses: Understanding theMARKET, media planning,demographic profile

Site Centric Analytics

Methodology: Tools/codes onpublishers site that tracks

visitors behavior as theynavigate through the site.

Primary Uses: UnderstandingYOUR visitors behavior, Siteoptimization, campaign tracking

and reporting


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Differences

Panel Site Centric

Person demographics 360-degree view of customer Better duration and usage

measurement

UVs not affected by bots or cookiedeletion Cross-site usage Audience overlap Difficult to game However: Universe limited to H&W

Niche audiences difficult tomeasure

Census: Visibility into total universetonnage (outside panel universe)

More timely reporting However:

Requires industry participation No person demographics Affected by bot traffic UV measurement inaccurate due

to cookie blocking or deletion No standardization around page

counting


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Internet = The Most Measurable Medium

How many real users?

What kind of users arethey?

Which request is a validPage View?

How long did the usersspend on my site?

100% Accurate count ofserver requests, but
http://images.google.com/imgres?imgurl=http://www.masternewmedia.org/images/web_widgets_440.jpg&imgrefurl=http://www.masternewmedia.org/news/2006/11/27/digital_content_distribution_made_easy.htm&usg=__IpA8Z-jsXcgl_HAlanyQUE1S2V4=&h=332&w=440&sz=36&hl=en&start=1&um=1&tbnid=ofqPdTmVXfNL6M:&tbnh=96&tbnw=127&prev=/images?q=widgets&hl=en&rlz=1T4RNWN_enUS271US271&sa=N&um=1http://rds.yahoo.com/_ylt=A0WTefeN5CFKy4kAWAuJzbkF;_ylu=X3oDMTBxM2FndnFuBHBvcwMxBHNlYwNzcgR2dGlkA0kxMTBfMTMx/SIG=1i9jt037n/EXP=1243821581/**http:/images.search.yahoo.com/images/view?back=http://images.search.yahoo.com/search/images?p=robots&fr2=tab-web&w=375&h=500&imgurl=static.flickr.com/19/22613809_07909f7388.jpg&rurl=http://www.flickr.com/photos/winterlong/22613809/&size=53k&name=robots&p=robots&oid=a07b2bc483984aee&fr2=tab-web&fusr=winterlong&hurl=http://www.flickr.com/photos/winterlong/&no=1&tt=2287034&sigr=11hco4tr7&sigi=11cq4jrtf&sigb=121gjqthh&sigh=1186p84bhhttp://rds.yahoo.com/_ylt=A0WTefc05SFKDmQAu1aJzbkF;_ylu=X3oDMTByOTNib3Q1BHBvcwMzMARzZWMDc3IEdnRpZANJMTEwXzEzMQ--/SIG=1gnqkv80v/EXP=1243821748/**http:/images.search.yahoo.com/images/view?back=http://images.search.yahoo.com/search/images?p=pc&b=22&ni=21&ei=utf-8&y=Search&pstart=1&w=200&h=155&imgurl=www.pc-kvalitne.cz/pictures/ilustration/pc_sestava_m.jpg&rurl=http://www.pc-kvalitne.cz/&size=27k&name=pc+sestava+m+jpg&p=pc&oid=923b199babb20e46&fr2=&no=30&tt=62760621&b=22&ni=21&sigr=10qv0edht&sigi=11o7vg5bd&sigb=12n485jb3http://rds.yahoo.com/_ylt=A0WTefbH7SFKmIwA4PGJzbkF;_ylu=X3oDMTByZzhiaTJvBHBvcwMyNARzZWMDc3IEdnRpZANJMTEwXzEzMQ--/SIG=1iq9bo1u6/EXP=1243823943/**http:/images.search.yahoo.com/images/view?back=http://images.search.yahoo.com/search/images?p=banner+ads&b=22&ni=21&ei=utf-8&pstart=1&fr2=sg-gac&w=560&h=138&imgurl=www.credenceonline.com/images/banners/special-offer-banner.jpg&rurl=http://www.credenceonline.com/banner-design-portfolio.html&size=20k&name=special+offer+ba...&p=banner+ads&oid=8f94854d3d754ce4&fr2=sg-gac&no=24&tt=124823&b=22&ni=21&sigr=11qrit6sj&sigi=11u7u63j5&sigb=1312o72hohttp://rds.yahoo.com/_ylt=A0WTefX75iFKWk0BzCKjzbkF/SIG=12tdn1kpr/EXP=1243822203/**http:/www.kingdom-travel.com/Disney_Cruise_Line/_Images/InternetCafe.jpghttp://rds.yahoo.com/_ylt=A0WTeffh5CFKy4kAyWSJzbkF;_ylu=X3oDMTBxaGcxMDQ4BHBvcwM0BHNlYwNzcgR2dGlkA0kxMTBfMTMx/SIG=1fokmobjg/EXP=1243821665/**http:/images.search.yahoo.com/images/view?back=http://images.search.yahoo.com/search/images?p=laptop&ei=utf-8&y=Search&w=159&h=184&imgurl=www.itfactory.co.uk/images/laptop-buyers-guide-2-img.jpg&rurl=http://www.itfactory.co.uk/laptop-buyers-guide-2.php&size=3k&name=laptop+buyers+gu...&p=laptop&oid=544f6418f2391524&fr2=&no=4&tt=6104767&sigr=11ksf9etq&sigi=11o0nl59t&sigb=127mi4ld8http://rds.yahoo.com/_ylt=A0WTefPr5SFKlUIBhTOJzbkF;_ylu=X3oDMTByY3NwOG50BHBvcwMyOQRzZWMDc3IEdnRpZANJMTEwXzEzMQ--/SIG=1i1sldcvh/EXP=1243821931/**http:/images.search.yahoo.com/images/view?back=http://images.search.yahoo.com/search/images?p=iphone&b=22&ni=21&ei=utf-8&pstart=1&fr2=sg-gac&w=450&h=600&imgurl=dvice.com/pics/iphone_review.jpg&rurl=http://dvice.com/archives/2007/07/review_i_came_i_saw_iphone_idr.php&size=84k&name=iphone+review+jp...&p=iphone&oid=6bbb9c923c3ff452&fr2=sg-gac&no=29&tt=9262585&b=22&ni=21&sigr=124lopoc2&sigi=1103avh41&sigb=12tcri8i3


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PAGE TAGS

Unified Digital Measurement (UDM) Establishes Platform For

Panel + Census Data Integration

PANEL

Unified Digital Measurement (UDM)

GlobalPERSON Measurement

GlobalMACHINE Measurement

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How are Unified UVs Calculated?

The Cookie Deflation Factor takes into account cross-machine duplication,multiple persons per machine, etc. and may be seen as a function of:

Total site usage (the PPC from above)

Visitation frequency

Usage intensity

Key point: comScore is able to adjust both panel reach (UV) and panel

intensity (PV, duration) in incorporating census data into Media Metrix

Site-Level Application

Unified UV = Total Census Cookies

Cookie Deflation Factor


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Which Directly Measures Over 1,000,000 Domains Globally

A brief representation of domains that are currently tagging with comScore
http://www.expedia.ca/daily/enc4105/home/default.asphttp://www.demandmedia.com/


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Introducing Device Essentials


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We provide insight across device types (what are customers using)and content consumption (what are customers doing).

Device coverage across WiFi

and non-WiFi connections.

Device Type

PC

(Windows, Mac)Mobile Handsets

Feature Phone

Smartphone

ConnectedDevices

Tablets

(iPad, etc.)

eReaders(Kindle, Nook,

etc.)

Game Consoles(Wii, PSP, DS,

etc.)

Music (iPodTouch)

We also measure the content that

customers are consuming by category.

DE Allows Reporting By:

Device Type

Device Operating System

ISP or Carrier

Country and Region

HTML Type (Standard HTML,Mobile-optimized)


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An Overview of Total Device Traffic for Select Markets

Singapore rankssecond among marketsstudied for share oftraffic from non-computerdevices (5.9%). Non-computer devices

account for similarshares of traffic inMalaysia (3.6%) and HongKong (3.5%).

4.3% of traffic in

Australia and 3.4% oftraffic in India came fromnon-computer devices aswell.

70% 75% 80% 85% 90% 95% 100%

BrazilArgentina

France

Germany

Chile

Spain

Netherla

IndiaCanada

Hong

Malaysia

Australia

UK

Singapore

U.S.

Share of Non-Computer Device Traffic for Select MarketsSource: comScore Device Essentials, May 2011

Computer Non-Computer


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Share of Total Traffic by Device Type in Singapore

Non-Computer Devices

Tablet

Other Devices

Mobile

4% of total traffic in Singapore came from mobile devices

4.0%

1.6%

0.3%

94.1% 5.9%

Share of Total Traffic by Device Type in Singapore

Source: comScore Device Essentials, Singapore, May 2011

Mobile Tablet Other Computer


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Share of Total Traffic by Device Type in Malaysia


Tablet

Other Devices

Mobile

2.4% of total traffic in Malaysia came from mobile devices

2.4%

1.1%

0.1%

96.4% 3.6%

Share of Total Traffic by Device Type in MalaysiaSource: comScore Device Essentials, Malaysia, May 2011



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Share of Total Traffic by Device Type in Hong Kong


Tablet

Other Devices

Mobile

1.9% of total traffic in Hong Kong came from mobile devices

1.9%

1.5%

0.1%

96.5% 3.5%

Share of Total Traffic by Device Type in Hong KongSource: comScore Device Essentials, Hong Kong, May 2011



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Comparison of Non-Computer Device Traffic by Device Type

Tablets drive 42.0% of non-computer traffic in Hong Kong thehighest percentage for tablet share of non-computer traffic seenacross the markets in this study.

55.0%

66.6%

67.3%

42.0%

30.8%

27.7%

3.0%

2.5%

5.0%

40% 50% 60% 70% 80% 90% 100%

Hong Kong

Malaysia

Singapore

Share of Non-Computer Traffic by Device TypeSource: comScore Device Essentials, May 2011

Mobile Tablet Other


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Non-Computer Device Share of Newspaper Content Traffic

Hong Kong Malaysia Singapore

Other Non-Computer 0.2% 0.2% 0.2%

Tablet 2.6% 2.6% 2.8%

Mobile 2.9% 3.1% 5.8%

2.9% 3.1%

5.8%

2.6%2.6%

2.8%

0.2%0.2%

0.2%

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

10%

Share of Total Traffic to Newspaper PropertiesSource: comScore Device Essentials, May 2011

Across all three SE Asian

markets, Newspapercontent isdisproportionatelyaccessed via non-computer devices.

2.6% of Newspaper trafficin Malaysia comes fromtablets, compared to just1.1% of total traffic in thecountry. In Singapore, 5.8%of Newspaper traffic comesfrom mobile phones,

compared to 4.0% of totaltraffic.


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Mobile Platforms Driving Non-Computer Device Traffic

The share of non-computer traffic comingfrom iPhones inSingapore (51.9%) ishighest among the 15markets weve studied.

14.8% of non-computertraffic in Malaysia stillcomes from featurephones, compared toonly 1.5% in Singaporeand 1.7% in Hong Kong.

37.0% 28.1% 51.9%

14.3%

11.5%

10.0%2.0%

12.2%

3.9%

1.7% 14.8%

1.5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Hong Kong Malaysia Singapore

Share of Non-Computer Device Traffic Coming from

Various Mobile PlatformsSource: comScore Device Essentials, May 2011

iPhone Android Other Smartphone Feature Phone


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Mobile Platforms Driving Non-Computer Device Traffic

71.9%

27.5%

17.3% 14.8%9.1%

0%

10%

20%30%

40%

50%

60%

70%

80%

India Argentina Brazil Malaysia Chile

Feature Phone Share of Non-Computer Device Traffic

Source: comScore Device Essentials, May 2011

Although smartphones account for a large share of traffic in most markets, featurephones still drive a significant share in certain markets. India has the highest share ofnon-computer device traffic coming from feature phones among the analyzed markets at71.9%. Malaysia also has a considerably high share of feature phone traffic amongcountries studied at 14.8%.


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While mobile access accounts for over half of page-views on mobiledevices, tablet users rely heavily on Wi-Fi/LAN connections.

Source: comScore Device Essentials TM International Data May 2011

37%

91%

98%

63%

9%

2%

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

Smartphone

Tablet

PC

% of device total page requests

Connection Type by Device - US

WiFi/LAN Mobile


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iPhone users consume a much greater share of their traffic throughtheir Wi-Fi connections than Android users.

Source: comScore Device Essentials TM International Data May 2011

78%

53%

22%

47%

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

Android

iPhone

% of device total page requests

Smartphone Connection Type by OS - US

Mobile WiFi/LAN


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Device Essentials in Asia Pacific

- Available now with May 2011 data for Australia,Singapore, Hong Kong, Malaysia

- Roll out for other Asia Pacific markets by 2Q2012depending on UDM adoption in the individualmarkets


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Introducing Total Universe


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Introducing Total Universe Report

Total Universe measures both Unique Visitors and Page Views for a

web entity across all locations and devices. Understanding the entire, unduplicated audience for a web entity

including PC, Mobile and Tablets has become increasingly important

Total Universe provides a comprehensive coverage of activity andtraffic for participating sites

In several markets globally, internet usage from Cybercafes and other shared computers accounts for asignificant portion of usage

Total Universe Online Population in Brazil 79M

Home + Work Online Population in Brazil 47M (59%)

Emphasis on movement of digital consumption beyondweb

Complete Coverage of Brazil


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Interface Reporting

Following locations will be available for selection

Total Universe

Home + Work

Mobile

Other

Following measures will be available for selection Unique Visitors

% Reach

Page Views

All entities that are publicly unified will be available for selection

Requires client tagging their mobile specific sites and apps to report on their

usage


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Total Universe in Asia Pacific

- Available in October 2011 with September data forChina, India, Japan and Australia

- Available in all Asia Pacific markets in March 2012with February 2012 data.


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Thank You!Questions and Answers?

comScore Webinar 19 July 2011: Beyond The PC:How Digital Consumption Is Evolving

Joe Nguyen Vice President, Southeast Asia & India | comScore, Inc. ( NASDAQ:SCOR)

hp +65 9478 2100 | email jnguyen@comscore com

comscore beyond the pc southeast asia july2011

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