Widget Web Expo June 17 2008 V2 3

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Widget Web Expo talk by Linda Boland Abrahams - chockful of great statistics on the worldwide reach of widgets

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  • 1.MEASURING THE DIGITAL WORLDTracking Widgets in the Wild (Worldwide) Linda AbrahamEVP, Product ManagementcomScore Inc. June 17, 2008

2. What We Do. comScore measures the continuous online activity of 2 million people enabling us to measure theirp p g online and offline consumer behavior The consumer panel is a representative cross section of the US Population and worldwide regions and countries pg Permission to survey panelists; Permission to match to 3rd party databases; Addition of other offline data through partnershipsg Portfolio of products and services that include syndicated audience measurement, tracking studies, ad-hoc analysis and custom panels Proprietary and Confidential Do not distribute without written permission from comScore 2 3. 950 + Blue Chip CustomersInternetAgencies TelecomFinancial Retail Travel CPG Pharma Technology Proprietary and Confidential Do not distribute without written permission from comScore3 4. Report 32 Countries Separately... Proprietary and Confidential Do not distribute without written permission from comScore 4 5. ...But data collected from 171 countries Proprietary and Confidential Do not distribute without written permission from comScore 5 6. About The Worldwide Widget Report from comScore comScores Widget Metrix report measures: Total unique viewers and reach of widgets on a worldwide basis Reports on demos for widget viewers within the US Publishers requested 3rd party measurement standardization and verification to helplegitimize the value of the market. Help attract advertisers investors and partners into this growing marketadvertisers, investors, market. comScore defines a web widget as an independent object that can be embedded ordownloaded onto another site and can be used as a tool, has automatic updateschanging the content or is interactive. content,interacti e Because of the lack of implementation standards, we require tagging to be included in ourreport Widget usage is both strong and wide: Over 62% of Worldwide Internet audience has viewed a widget. I the US M k this b ll In hMarket, hi balloons to over 77% of the market% f h k Canadians are the heaviest users, with widgets reaching over 80% of the internet population comScore Widget Metrix, April 2008Proprietary and Confidential Do not distribute without written permission from comScore6 7. Worldwide Widget Reach North America leads in widget penetration and usage Widget reach in Asia is among the lowest but with a very large base lowest,base, translates to significant numbers of widget usersUsage Days perUnique Visitors (MM)U iVi it %RReachhUser Asia Pacific 53.6%6.9 North America77.6%8.5Western Europe60.0%6.0 Latin America 70.4% 6.6Eastern Europe51.9% 5.6Middle E t d Middl East and68.3%6.0 AfricacomScore Widget Metrix, April 2008Proprietary and Confidential Do not distribute without written permission from comScore7 8. Worldwide Widget Reach Within regions, there is a wide variance in the penetration of widgets bycountryWidgets% Reach% Reach Canada 80.6 Singapore 79.7Puerto Rico79.5 Malaysia78.4Portugal 78.4 Austria49.0Switzerland48.7Sweden 46.9 Russian Federation32.3 Japan 29.1 comScore Widget Metrix, April 2008 Proprietary and Confidential Do not distribute without written permission from comScore 8 9. Social Networks Are Enjoying Strong Worldwide Growth With Room to Go Social Networks are growing worldwide In the Asia Pacific region, these sites are growing at a rate that is almost 6times the categorys growth in North Americacategory s The Americas still have the highest penetration ratesSocial Networking Growth% Reach 70.060.050.0Y/Y Unique Visitor 40.0 Growth RatesWorldwide: 58% 30.0 Asia-Pacific :119% North America:19% 20.0Europe: 75% Latin America: 72% 10.0MidEast-Africa: 145%0.0Jan-07 Feb-07 Mar-07 Apr-07 May-07 Jun-07 Jul-07 Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 North AmericaAsia PacificEurope Latin America Middle East AfricaSource: comScore World Metrix, January 2007-January 2008 Proprietary and Confidential Do not distribute without written permission from comScore9 10. Worldwide, Facebook Drove the Categorys Growth in 2007, overtaking MySpace this month Worldwide, Facebook is the Social Network with the traction, overtakingMySpace on a worldwide basis this monthSocial Networking Sites: Worldwide Source: comScore World Metrix, April 2007 - April 2008 Proprietary and Confidential Do not distribute without written permission from comScore10 11. Widget Reach vs. Video Reach Widgets Reach more persons in the US than Video % Reach Widgets % Reach Video Difference All Persons77.2% 70.5%6.7Persons: 2-17 72.7% 68.9%3.8Persons: 18-24 82.0%73.6%8.4Persons: 25-34 82.9%73.4%9.5Persons: 35 44P35-44 79 8% 79.8%72 8%72.8%70 7.0Persons: 45-5477.1% 70.1%7.0Persons: 55+ 70.5%65.0%5.5 All Males77.5%72.1% 5.5Male: 2-172 17 73 8% 73.8%72 0%72.0% 181.8Male: 18-2481.3%76.8% 4.5Males: 25-34 83.6%74.4% 9.2Males: 35-44 80.0%73.6% 6.4Male: 45-5477.6%70.8% 6.8Male: 55+71.1%66.2% 4.8 All Females76.9%69.0% 7.9Female: 2-17 71.5%65.5%6.0Female: 18-2482.7%70.5%12.2Females: 25-34 82.2%72.6% 9.7FFemales: 35 44 l35-4479.6% 79 6%72.0%72 0% 7.676Female: 45-5476.7%69.5% 7.3Female: 55+70.0%63.7%6.2comScore Widget Metrix and Video Metrix, April 2008Proprietary and Confidential Do not distribute without written permission from comScore 11 12. Platform Reach by Country is well establishedClearspring PenetrationGigya PenetrationTop 20 Countries Top 20 Countries Country % Reach Country% Reach World13.1%13 1% World13.7% 13 7%Ireland 33.8%Portugal41.3% Portugal 33.4%Puerto Rico 31.6%New Zealand 29.8%Singapore 25.8% Singapore26.8% Malaysia 24.9% United Kingdom 26.4%Mexico24.9%United States 26.1% United States24.9% Puerto Rico24.6% Colombia 21.8%Malaysia18.9% Australia17.4% Canada 18 0%18.0%Italy 15 4% 15.4%Australia 17.0%United Kingdom14.7% Brazil 16.6%Canada14.0% Mexico 16.4% Chile13.4%Colombia13.6% Argentina12.3% India 7.3%Austria 11.9% Norway7.1% Brazil 11.2% Austria 6.9%Norway10.5%Netherlands6.6% Spain10.1%Italy5 8% 5.8% Israel8.7%8 7% Switzerland 5.6%Switzerland8.4% Sweden5.2% Germany 7.6%comScore Widget Metrix , April 2008Proprietary and Confidential Do not distribute without written permission from comScore12 13. Facebook Applications Applications on Facebook reach 9% of Worldwide internet population The Top 5 Facebook Applications have continued to maintain significant presence Worldwide Reach of Facebook Applications 9.0% FACEBOOK.COM - Applications Super Wall FunWall Top Friends Bumper StickerMovies8.0% 7.0% 6.0% 5.0% % Reach 4.0% 3.0% 3 0% 2.0% 1.0% 0.0%Aug-07Sep-07 Oct-07Nov-07Dec-07Jan-08 Feb-08 Mar-08Apr-08 comScore Widget Metrix, April 2008Proprietary and Confidential Do not distribute without written permission from comScore13 14. Facebook Applications Both Men & Women use the more popular applications... applicationsApplication Usage Composition IndexApplication MalesFemalesFunWall 10496 Top Friends10199 Movies o es100 10000Super Wall98102comScore Widget Metrix, April 2008 (US Only)Proprietary and Confidential Do not distribute without written permission from comScore 14 15. Facebook Applications ...but there are wide differences in usage of other applicationsbutApplication Usage Composition IndexApplication MalesFemalesFunWall 10496 Top Friends10199 Movies o es100 10000Super Wall98102What's Your Stripper47153Happy H ! H Hour! 57143 Hugs 71129HOT or NOT11486 Armyfight15843comScore Widget Metrix, April 2008 (US Only)Proprietary and Confidential Do not distribute without written permission from comScore 15 16. Where are Widget Viewers spending time? Heavy Widget Viewers have very different browsing preferences thanLight Widget Viewers Duration Index by Site Category Heavy Widget Viewers Light Widget ViewersConversational Media281 20 Corporate Presence260 50 Entertainment 214 50 Search/Navigationg183 70 Retail162 73 e-mail160 64 Online Tradingg 99132 Genealogy63132 Home Furnishings 88125 Lotto/Sweepstakes91119 Travel - Information 86115 Financial Information/Advice 95105 comScore Widget Metrix and Media Metrix, April 2008Proprietary and Confidential Do not distribute without written permission from comScore16 17. Widgets & E-Commerce Heavy Widget Viewers have specific online spending habitsBuying Buying E-Commerce Category PowerE-Commerce Category PowerIndexIndex VIDEO GAME CONSOLES & ACCESSORIES 250OTHER HOME & LIVING ITEMS 80 GIFT CERTIFICATES & COUPONS 185 JEWELRY & WATCHES79TRAVEL PACKAGES161 ARTS, CRAFTS & PARTY SUPPLIES73GREETINGS151OTHER TOY & GAME ITEMS71 ONLINE CONTENT SALES137 TOBACCO PRODUCTS 68 PET SUPPLIES133 ACCESSORIES52ONLINE SERVICES129 OTHER APPAREL ITEMS32 comScore Widget Metrix and comScore E-Commerce, April 2008 (US Only)Proprietary and Confidential Do not distribute without written permission from comScore 17 18. Tracking Widgets in the Wild Multiple standards in widget development and deployment led to anindividualized approach to tracking the various implementations Publishers vs. Platforms vs. Networks SWF Objects Javascript Objects Open Social comScore moving to a new standard to track widgets and otherdistributeddi t ib t d content t t Proprietary and Confidential Do not distribute without written permission from comScore 18 19. Tracking Widgets in the Wild N New standard i collection of di t ib t d contentt d d in ll tif distributedt t Tagging based collection based on unique IDs Append tag to any existing http call C ll ti i dCollection is development standard and d lil t t d d d delivery mechanism agnostich iti Reported through comScores Media Metrix interface Currency for over 600 clients including agencies, media planners and publishers http://www.site.com/widget.swf?CXNID=0031001.0123456789NXC Proprietary and Confidential Do not distribute without written permission from comScore19 20. Widgets can deliver C Coveted d t d demographic t hi targets t Targets that are valuable to advertisers Worldwide audiences People at the time of engagementmight be more predisposed to advertising ButThey get stale easily Freshness, engagement, and a global view F h tdl b l i Proprietary and Confidential Do not distribute without written permission from comScore20