2012 canadian internet usage
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Canada continues to lead the world in online engagement, with visitors spending an average 45 hours per month online, representing a fertile ground for digital marketers and advertisers.TRANSCRIPT
Key Insights from 2011 and What They Mean for the Coming Year
2 © comScore, Inc. Proprietary.
Introduction to 2012 Canada Digital Future in Focus
Technological innovations in digital device hardware and software have enabled a rapid
increase in consumers‟ digital consumption habits, marking an exciting time for the digital
media industry and depicting an even more influential year ahead. Successful navigation
of this fast-evolving landscape requires a thorough review of the current environment, and
more importantly, the underlying trends that are shaping the future of digital.
comScore presents the 2012 Canada Digital Future in Focus, its annual report on the
prevailing trends in general web usage and demographics, social media, online video,
digital advertising, mobile and search that are defining the current Canadian marketplace
and insights into what these trends mean for the year ahead.
For further information, please contact:
Kevin Duong
comScore, Inc.
+1 416.646.9981
3 © comScore, Inc. Proprietary.
Executive Summary 4
Overview of Canadians Online 5
The Category Perspective 9
Social Networking 14
comScore/PMB Fused Database 20
Online Video 29
Digital Advertising 34
Mobile 38
comScore Canada Custom Reporting 43
Conclusion: Putting the Future in Focus 2012 46
About comScore 50
Table of Contents
4 © comScore, Inc. Proprietary.
Canada continues to lead the world in online engagement, with visitors spending an average 45 hours per month online, representing a fertile ground for digital marketers and advertisers.
Movie Retailer, Online Trading and Coupon sites represent the fastest-growing categories in terms of
unique visitors.
While Facebook is nearing a point of visitor saturation in Canada, other social networks‟ visitor bases are posting strong growth, including Twitter, LinkedIn and Tumblr. Engagement on many social sites is trending upward, with Facebook driving the large majority of the increase in total minutes and page views for the overall category.
Online video is becoming an increasingly popular channel, with total videos viewed up 58 percent. YouTube continues to dominate the marketplace, representing nearly 1 in every 2 videos viewed in Canada.
Display advertising is evolving to be more social, not only with the rise of “socially-published ads” (i.e. those published on social networking sites), but also the increase of “socially-enabled” ads running across the web that direct click-throughs to the brand‟s Facebook fan page.
Smartphone penetration has reached 45 percent in Canada, with daily mobile content usage growing more than 50 percent in several key content categories.
Executive Summary
5 © comScore, Inc. Proprietary.
Overview of Canadians Online
6 © comScore, Inc. Proprietary.
Total Unique Visitors (000) Average Hours/Visitor Average Pages/Visitor Average Visits/Visitor
Location Q4 2010 Q4 2011 Q4 2010 Q4 2011 Q4 2010 Q4 2011 Q4 2010 Q4 2011
World-Wide 1,314,031 1,438,302 23.1 24.4 2,133 2,370 53.0 56.0
China 287,451 330,817 13.5 13.8 1,238 1,391 38.6 38.2
United States 181,239 187,869 35.3 40.3 2,953 3,566 80.9 89.7
Japan 72,913 73,450 18.4 21.2 1,928 2,266 43.8 52.1
Russian Federation 45,692 52,491 21.8 24.6 2,704 2,729 52.9 57.4
Germany 49,257 50,856 24.1 25.5 2,858 2,943 60.0 62.5
India 41,170 46,391 11.9 12.8 1,089 1,209 30.6 31.8
Brazil 39,335 45,740 25.8 27.7 2,089 2,166 56.5 57.0
France 41,827 42,823 26.6 28.1 2,752 2,882 68.7 71.8
United Kingdom 38,581 37,462 32.3 37.1 2,883 3,419 69.4 82.1
South Korea 30,155 30,837 27.7 31.2 4,093 3,983 50.1 57.9
Italy 22,617 24,226 16.8 18.5 1,696 2,020 40.4 43.8
Canada 22,945 23,594 43.5 45.6 3,349 4,014 95.2 101.7
Canada‟s online population continues to lead in engagement
#1 #1 #1
Source: comScore, Inc., Media Metrix, Home & Work, Persons: 15+, 3 Mo. Avg. Q4 2010 & Q4 2011
7 © comScore, Inc. Proprietary.
4,690
6,760
8,767
4,747 4,493
6,685
8,934
5,047
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
Persons: Under 18 Persons: 18-34 Persons: 35-54 Persons: 55+
To
tal U
niq
ue
Vis
ito
rs (
00
0)
Q4 2010 Q4 2011
Persons 55+ accessing the fixed Internet are increasing rapidly
Growth of Online Users by Age
Q4 2010 vs. Q4 2011
-4% +6%
-1%
+2%
Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, Dec 2010 – Dec 2011
Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2010 & Q4 2011
8 © comScore, Inc. Proprietary.
Demographic Breakdown: Canada
Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2011
19%
32%
19%
27%
0%
5%
10%
15%
20%
25%
30%
35%
Less than $40,000
$40,000 - $74,999
$75,000 - $99,999
$100,000 or more
% C
om
po
sit
ion
UV
s
Household Income (CAD)
9%
9%
9%
9%
4%
9%
11%
8%
9%
9%
4%
9%
0% 5% 10% 15% 20%
55+
45-54
35-44
25-34
18-24
Under 18
% Composition Unique Visitors
Age Segments by Gender
Males Females
Ontario 38%
Quebec 24%
Praries 18%
British Columbia
13%
Atlantic 7%
Regional Breakout
9 © comScore, Inc. Proprietary.
The Category Perspective
10 © comScore, Inc. Proprietary.
0%
5%
10%
15%
20%
25%
Social Networking
Entertainment
Portals
News/Information
Instant Messengers
Games
Retail
Social Networking and Entertainment sites now account for the
greatest share of time spent online
Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, Dec 2010 – Dec 2011
Share of Time Spent (%)
+2.7pts
+4.1pts
-4.9pts
-1.4pts
+0.0pts
-3.5pts
+0.1pts
+0.5pts
Change vs.
Dec-2010
11 © comScore, Inc. Proprietary. *Excluding Publisher & ISP Categories
Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2010 & Q4 2011
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
To
tal U
niq
ue
Vis
ito
rs (
00
0)
Q4 2010 Q4 2011
Netflix made a big splash in its first full year in Canada, driving the
Movie Retailers category to record heights
+106%
+81%
+50%
+31%
+28%
+28%
+27%
+26%
+25%
Top 10 Gaining Site Categories*
+36%
12 © comScore, Inc. Proprietary.
Content Consumption Profile: Household Income More Than $60K
Approximately two-thirds of Canadian visitors to Political News and Education Information sites have
a Household Income of more than $60,000.
67%
65%
64% 64%
63% 63% 62% 62%
61% 61%
115
111
110 109
107 107
106 106
104 104
102
104
106
108
110
112
114
116
57%
58%
59%
60%
61%
62%
63%
64%
65%
66%
67%
68%
Co
mp
os
itio
n U
V I
nd
ex
% C
om
po
sit
ion
Un
iqu
e V
isit
ors
% Composition Unique Visitors Composition UV Index
Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, HHI: Over $60K, 3 Mo. Avg. Q4 2011
13 © comScore, Inc. Proprietary.
Content Consumption Profile: Household Income Less Than $60K
52%
50% 50%
48% 47% 47%
46% 46% 46% 46%
126
121 120
114 114 113
112 112 111 111
110
112
114
116
118
120
122
124
126
128
43%
44%
45%
46%
47%
48%
49%
50%
51%
52%
53%
Co
mp
osit
ion
UV
In
de
x
% C
om
po
sit
ion
Un
iqu
e V
isit
ors
% Composition Unique Visitors Composition UV Index
Whereas, approximately half of Canadian visitors to Personals, Travel Transactions and Online
Gambling sites have a Household Income less than $60,000.
Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, HHI: Under $60K, 3 Mo. Avg. Q4 2011
14 © comScore, Inc. Proprietary.
Social Networking
15 © comScore, Inc. Proprietary.
14,844
20,648
0
5,000
10,000
15,000
20,000
25,000
Total Pages (MM)
Q4 2010 Q4 2011
Social continues to permeate the fabric of the Web, showing
especially strong growth from an engagement perspective
8,105
10,708
0
2,000
4,000
6,000
8,000
10,000
12,000
Total Minutes (MM)
Q4 2010 Q4 2011
+32%
+39%
Total Minutes (MM) on
Social Networking Sites
Total Pages (MM) on
Social Networking Sites
Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2010 & Q4 2011
16 © comScore, Inc. Proprietary.
Persons 18-24 are exhibiting the strongest surge in engagement with
Social Networking sites
5.4
6.2
7.3
8.7
10.8
9.4
3.7
5.5
6.3
6.6
6.5
5.9
0 2 4 6 8 10 12
Persons: 55+
Persons: 45-54
Persons: 35-44
Persons: 25-34
Persons: 18-24
Persons: Under 18
Q4 2010 Q4 2011
581
661
827
1,006
1,326
1,173
425
607
666
722
711
648
0 500 1,000 1,500
Persons: 55+
Persons: 45-54
Persons: 35-44
Persons: 25-34
Persons: 18-24
Persons: Under 18
Q4 2010 Q4 2011
Avg. Hours per Visitor by Age on
Social Networking Sites
Avg. Pages per Visitor by Age on
Social Networking Sites
+59%
+46%
+67%
+33%
+16%
+14%
+81%
+37%
+87%
+39%
+24%
+9%
Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2010 & Q4 2011
17 © comScore, Inc. Proprietary.
8.8
6.5
6.6
4.7
0 1 2 3 4 5 6 7 8 9 10
Females
Males
Average Hours per Visitor by Gender on Social Networking Sites
Q4 2010 Q4 2011
Females are currently more engaged on Social Networking sites, but
males are catching up
+39%
+33%
+50%
+38%
Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2010 & Q4 2011
999
774
726
517
0 200 400 600 800 1000 1200
Females
Males
Average Pages per Visitor by Gender on Social Networking Sites
Q4 2010 Q4 2011
18 © comScore, Inc. Proprietary.
Facebook‟s audience growth is nearing saturation in Canada, but
users are spending more time on the site and visiting more frequently
800,000
850,000
900,000
950,000
1,000,000
1,050,000
0
2,000
4,000
6,000
8,000
10,000
12,000
To
tal V
isit
s (
00
0)
To
tal M
inu
tes
(M
M)
Total Minutes (MM) Total Visits (000)
+20% +15%
Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, Dec 2010 – Dec 2011
19 © comScore, Inc. Proprietary.
17
65
110
337
38
56
70
0 200 400
Pinterest.com
LinkedIn.com
Twitter.com
Tumblr.com
Total Minutes (MM)
Q4 2010 Q4 2011
378
2,896
4,104
5,427
1,035
2,951
3,396
0 2000 4000 6000
Pinterest.com
Tumblr.com
LinkedIn.com
Twitter.com
Total Unique Visitors (000)
Q4 2010 Q4 2011
Many Social Networking sites across the landscape are witnessing
terrific growth in visitors and minutes
+180%
+39%
+60% +382%
+98%
+70%
Select Social Networking Sites
Source: comScore, Inc., Media Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2010, Q2 & Q4 2011
+364%
since Q2
+2,038%
since Q2
20 © comScore, Inc. Proprietary.
comScore/PMB Fused Database
21 © comScore, Inc. Proprietary.
About comScore/PMB Fused Database
Since 2010, comScore and Print Measurement Bureau (PMB) have released a joint
product offering that links Canadians‟ online media habits with print readership and
other media consumption data, along with product and brand usage, all in one, single
database.
The comScore and PMB databases were combined using a state-of-the-art,
sophisticated data linkage technique to ensure that the audience data from the two
original databases are retained as well as the extensive PMB product and brand usage
data. The fused database is released twice per year, in spring and fall, and is available
exclusively to PMB members and comScore Canada clients.
The following examples use the Spring 2011 fused database to demonstrate the unique
analyses that can be created using the comScore/PMB fused database.
22 © comScore, Inc. Proprietary.
94
95
101
101
104
109
113
0 50 100 150
I get quite attached to my car
If possible, I use a local gas station for car maintenance/service
I refuse to buy a car that is not fuel efficient
The choice of car tells a great deal about a person
Given the choice, I'd always choose a full size/luxury auto
I try to do car maintenance work myself as much as possible
I love expensive sports cars
Index
Auto site visitors are 13 percent more likely to love expensive sports
cars, 9 percent more likely to attempt maintenance work
Interestingly, they
are 6 percent less
likely to become
attached to
their car
Source: comScore/PMB, 2011 Spring Fusion
23 © comScore, Inc. Proprietary.
2,054
1,058
1,229
2,163
1,032
399
272
103
100
110
104
99
103
115
90
95
100
105
110
115
120
0
500
1,000
1,500
2,000
2,500
Under $10,000
$10,000 - $14,999
$15,000 - $19,999
$20,000 - $29,999
$30,000 - $39,999
$40,000 - $49,999
$50,000+
Ind
ex
Au
die
nce
(00
0)
Audience (000) Index
Of Canadians visiting Auto sites, most are spending between $20,000
and $29,999 or under $10,000 on most recently acquired vehicle
*Excluding “Not Stated”
Source: comScore/PMB, 2011 Spring Fusion
$ Spent on Most Recently Acquired Vehicle*
24 © comScore, Inc. Proprietary.
94
97
98
99
100
100
106
106
106
109
80 90 100 110 120
I seldom make a financial move without consulting an expert
I consider myself to be a risk adverse investor
I prefer to postpone a purchase than to buy on credit
I have taken steps to ensure I have suff. income for my retirement
I spend money more carefully than I used to
I always have an accurate account of my financial commitments
I am more of a spender than a saver
I will welcome a cashless society
My main goal is to make a great deal of money as quickly as possible
I consider myself an entrepreneur
Index
Business/Finance site visitors are 9 percent more likely to consider
themselves entrepreneurs and 6 percent less likely to seek expert advice
Source: comScore/PMB, 2011 Spring Fusion
25 © comScore, Inc. Proprietary.
6,732
6,152
4,716
1,401 1,280 1,134 971 635 625 575 407 406 395
166
117 118
115
119 118
121
127
116 118
116
126 125
121
138
100
105
110
115
120
125
130
135
140
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
Ind
ex
Au
die
nc
e (
00
0)
Audience (000) Index
Of Canadians visiting Business/Finance sites, most use Internet
banking for Paying bills, Account queries and Transferring funds
Personally Used Internet Banking in Past 3 Months for*…
*Excluding “Not Stated”
**LOC refers to Line of Credit
Source: comScore/PMB, 2011 Spring Fusion
26 © comScore, Inc. Proprietary.
4,240
2,143 2,012
1,479
686 471 402 317 309
162 89 84 40
109 113
120 114 114
111
121
129
94 99 99 98
126
0
20
40
60
80
100
120
140
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Ind
ex
Au
die
nc
e (
00
0)
Audience (000) Index
Of Canadians visiting Business/Finance sites, a Personal Line of
Credit is the most common type held
Loan/Line of Credit Personally Held*
*Excluding “Not Stated”
**LOC refers to Line of Credit
Source: comScore/PMB, 2011 Spring Fusion
27 © comScore, Inc. Proprietary.
101
105
106
110
110
111
111
112
112
113
114
116
117
117
118
118
121
90 95 100 105 110 115 120 125
Attend cultural events
Visit friends/relatives
Go shopping
Sightseeing
Attend sporting events
Go to a beach
Take in night life
Hunting/fishing
Attend conference
Hiking/adventure tours
Sports activities
Golf
Visit museum/art gallery
Snowmobiling
Visit any national/provincial park
Visit a theme park/zoo
Skiing/snowboarding
Index
Of Canadians visiting Travel sites, Skiing/snowmobiling, Visiting theme
parks/zoos and Visiting national/provincial parks were most popular
Activities During Vacation In Canada Within the Past 12 Months*
*Excluding “Not Stated”
Source: comScore/PMB, 2011 Spring Fusion
28 © comScore, Inc. Proprietary.
733
335
229 182 154
87
111
100
113
102
116
110
90
95
100
105
110
115
120
0
100
200
300
400
500
600
700
800
Ind
ex
Au
die
nce
(00
0)
Used Travel Agent for Vacation in Canada*
Audience (000) Index
Of Canadians visiting Travel sites, most Canadians used travel
agents for the purpose of flight reservations
437
780
1,095
877
572
359
842
107
113
106
116
99 101
108
90
95
100
105
110
115
120
0
200
400
600
800
1,000
1,200
Ind
ex
Au
die
nce
(00
0)
$ Spent on Last Vacation Outside of Canada*
Audience (000) Index
*Excluding “Not Stated”
Source: comScore/PMB, 2011 Spring Fusion
29 © comScore, Inc. Proprietary.
Online Video
30 © comScore, Inc. Proprietary.
YouTube Videos per Viewer
YouTube, which owns nearly half of Canada‟s online video market,
has seen a rise in viewing intensity over the past year
101
271
0
50
100
150
200
250
300 +170%
Source: comScore, Inc., Video Metrix, CA, Home & Work, Persons: 2+, Dec 2010 – Dec 2011
31 © comScore, Inc. Proprietary.
Total online video viewership is up 58 percent in the Canadian market
year over year
The Entertainment category is showing the greatest increase in the number of videos viewed,
streaming a monthly average of 5.3 billion videos in Q4 2011.
Videos Viewed (000)*
Category Q4 2010 Q4 2011 % YoY Change
Entertainment 2,437,825 5,289,603 +217%
News/Information 140,690 259,624 +185%
Services 78,345 140,222 +179%
Sports 49,512 91,593 +185%
Games 31,217 59,108 +189%
*Excluding Corporate Presence, Portals , Promotional Servers and XXX Adult
Source: comScore, Inc., Video Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2010 & Q4 2011
32 © comScore, Inc. Proprietary.
Persons: Under 18
19%
Persons: 18-24 9%
Persons: 25-34 18%
Persons: 35-44 18%
Persons: 45-54 17%
Persons: 55+ 19%
Younger viewers (those under 35) account for 57 percent of all videos
viewed online
14%
18%
12% 18%
13%
26%
% Composition
Videos
% Composition
Unique Viewers
Source: comScore, Inc., Video Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2011
33 © comScore, Inc. Proprietary.
All age groups are accessing online videos at an increasing rate, with
persons 18-34 exhibiting the strongest growth
As we continue to watch this trend continue upwards, we‟ll likely see more digital dollars moving
towards video media.
0
5
10
15
20
25
30
35
40
45
50
Q4 2010 Q4 2011
0
50
100
150
200
250
300
350
400
450
500
Q4 2010 Q4 2011
+79%
+111% +125%
+79%
+97%
+100%
+48%
+70% +75%
+35%
+47%
+53%
Hours per Viewer Videos per Viewer
Source: comScore, Inc., Video Metrix, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2010 & Q4 2011
34 © comScore, Inc. Proprietary.
Digital Advertising
35 © comScore, Inc. Proprietary.
P&G led display ad volume in Canada for the second straight year;
Netflix made a significant investment in their first full year in Canada
3,181,792
3,780,094
3,801,193
3,811,238
4,087,827
5,257,168
5,526,511
6,312,191
6,430,937
7,514,463
Vistaprint, Inc.
BCE Inc.
ING Groep N.V.
Dell Inc.
Royal Bank of Canada
Microsoft Corporation
Condis BV
Netflix, Inc.
General Motors Corporation
Procter & Gamble Co.
Total Display Ad Impressions (000)
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, Jan – Dec 2011
36 © comScore, Inc. Proprietary.
Majority of display ads are viewed on Social Media and Portal sites
Total Display Ad Impressions (000) in 2011
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons: 2+, 2011
191,765,840
101,569,488 88,992,708
60,005,522
38,845,134
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
Social Media Portals Entertainment News/Information E-mail
The largest year over year growth comes from traditional media categories like
Entertainment, General News, and Newspaper Sites
37 © comScore, Inc. Proprietary.
Display ads have gone Social, driving traffic to brands‟ Facebook
pages from all over the Web as well as within Facebook itself
By Q4 2011, 24 percent of all online display ads were considered „socially-published‟, while
7 percent were „socially-enabled‟.
Socially-Published Socially-Enabled
Source: comScore, Inc., Ad Metrix Social, CA, Home & Work, Persons: 2+, 3 Mo. Avg. Q4 2011
38 © comScore, Inc. Proprietary.
Mobile
39 © comScore, Inc. Proprietary.
Smartphone penetration has reached 45 percent of the Canadian
mobile market, reflecting the growing need to be connected on-the-go
33% 36% 40%
45%
67% 64% 60%
55%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Mar-11 Jun-11 Sep-11 Dec-11
Smartphone Feature Phone
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Mar – Dec 2011
Mobile Penetration
40 © comScore, Inc. Proprietary.
Smartphones have rapidly penetrated the mobile market, up most
significantly in Quebec (+16 pts.) and Atlantic (+15 pts.) since March
British Columbia
51%
Atlantic
43%
Quebec
36% Prairies
46% Ontario
48%
+14 pts.
since
March 2011
+9 pts.
since
March 2011 +12 pts.
since
March 2011
+16 pts.
since
March 2011
+15 pts.
since
March 2011
Smartphone Penetration by Region
December 2011
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Mar – Dec 2011
41 © comScore, Inc. Proprietary.
More Canadian Smartphone subscribers are accessing mobile
content “almost every day”
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Sm
art
ph
on
e S
ub
sc
rib
ers
(00
0)
+43%
+40%
+59%
+55% +30%
+26% +46% +51%
+58% +46%
Top Mobile Categories Accessed Almost Every Day by Smartphone Users
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Mar – Dec 2011
42 © comScore, Inc. Proprietary.
The primary result of scanning a QR code is for obtaining product
information
79% 75%
65%
84%
66%
74%
63%
37%
50%
38%
29%
39%
54%
36%
8%
18% 16%
11%
19% 23%
39%
28% 30% 27%
35%
41% 43% 44%
16%
22% 18%
16%
24% 23% 25%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Printed magazine or newspaper
Poster or flyer or kiosk
Website on PC Product packaging
Business card or brochure
Storefront TV
% S
ma
rtp
ho
ne
Su
bs
cri
be
rs
Product information Event information Charity/cause information Coupon or offer Application download
In December 2011, more than 1.4 million Canadian smartphone subscribers scanned QR Codes with
their mobile device at least once in the month; 329,000 Canadian smartphone subscribers scanned a
QR code at least once each week.
Source: comScore, Inc., MobiLens, CA, Persons: 13+,Dec 2011
43 © comScore, Inc. Proprietary.
comScore Canada Custom Reporting
44 © comScore, Inc. Proprietary.
“Facebook” the most popular search term in Canada
Online Entities
Search Term Searches (MM)
FACEBOOK 648.0
YOUTUBE 271.8
HOTMAIL 198.2
GOOGLE 134.2
KIJIJI 81.9
Retailer/Brands
Search Term Searches (MM)
CANADIAN TIRE 23.2
FUTURE SHOP 16.5
WALMART 15.4
AIR CANADA 14.9
BEST BUY 14.0
Directories/Resources
Search Term Searches (MM)
GOOGLE MAPS 22.0
WEATHER 20.4
CANADA 411 19.3
THEATERS 15.6
GOOGLE TRANSLATE 14.9
The search terms above drove the overall growth of search in Canada. In Q4 alone, there were 14.4
billion searches made in Canada, up 22 percent from Q4 2010. Canadians, like many searchers
worldwide, continue to search for online destinations within their search engine. Retailers and brands
continue to gain positive momentum in search as well. “Canadian Tire” as a search term grew 22
percent from 19 million searches in 2010.
Source: comScore, Inc., Custom Reporting, CA, Persons: 2+, 2011
Source: comScore, Inc., qSearch, CA, Home & Work, Persons: 2+, 2011
51.9 billion searches in 2011
45 © comScore, Inc. Proprietary.
The holiday season continues to be a time of strong online search
and commerce activity
Searches
(MM)
% Change
YoY E-Commerce Items
% Change
YoY
Oct 2011 4,790 +26% 8,554,529 0%
Nov 2011 4,835 +20% 8,480,663 +8%
Dec 2011 4,808 +20% 10,429,292 +5%
As Canadians continue to consume more digital content on all devices and screens, the growth in
search is something that marketers and digital content producers need to keep in mind.
In addition to searches, the online retail economy was particularly strong in Canada with more than
27 million items purchased in Q4 2011. December was the exclamation point of E-Commerce in
2011, accounting for more than 10 million items transacted and 12 percent of the all items during
the year.
Q4
Source: comScore, Inc., Custom Reporting, CA, Persons: 2+, 2011
Source: comScore, Inc., qSearch, CA, Home & Work, Persons: 2+, 2011
46 © comScore, Inc. Proprietary.
Conclusion: Putting the Future in Focus 2012
47 © comScore, Inc. Proprietary.
As more dollars shift to digital in 2012, the industry will require greater
transparency and standard metrics for campaign measurement
Digital advertising spend in Canada is expected to total 2.6 billion in 2011*. Brands invest in digital advertising with the
expectation that their campaigns are being delivered and seen by their target demo, in geography, with the intended
reach and frequency, in a brand safe environment.
To better understand the current state of display ad delivery online, comScore conducted a U.S.-based charter study in
December 2011 involving 12 national brands, 3,000 placements, 381,000 site domains and 1.7 billion ad impressions.
Across all charter campaigns measured, 31 percent were delivered but never seen by a consumer, 4 percent were
delivered outside the desired geography and 72 percent of campaigns had at least some ads running next to content
deemed “not brand safe” by the advertiser.
These findings, which are surprising to many, shed light on the need for greater accountability and transparency in the
digital advertising delivery market. In 2012, we’ll likely see far greater adoption of tools that help to validate ad delivery
across a variety of key dimensions, such as visibility, audience targeting, geographic delivery, brand safety and fraud.
These tools will allow advertisers to course-correct while a campaign is in-flight, thus helping to ensure ads are
delivered to their intended audience and that they actually have the chance to make an impact. Inherently, this will allow
for more confidence in this medium as an advertising channel and better overall advertising ROI. Ultimately, this type of
validation will help digital reach its full potential.
A separate Canada-based charter study is currently in progress with 4 major brands. The goal of the research is to
educate the Canadian market with local insights relating to digital ad delivery and validation.
* Source: IAB Canada, Revenue Survey 2010
48 © comScore, Inc. Proprietary.
Social is quickly moving from a supporting role to a key pillar in
monetizing digital
Social Media began as a platform to communicate and interact with others locally and globally. It has matured into a
driving force for brands, commerce, social change, idea sharing, news, current events and advertising.
In Canada, Social Media is the #1 category in terms of delivered ad impressions. The power of social led by companies
like Facebook, LinkedIn and Twitter are changing the way that Canadians communicate and share information online
and offline. Additionally, it is opening a world of opportunity in the way that brands communicate with the market,
providing a first-of-its-kind platform for a more engaging and candid conversation with consumers. Overall, Social
Networking is a prime example of how interactive tools can change society. The power of social, and more so the power
of like, are driving consumer behavior and retail experiences.
The depth of engagement across all ages is significant, and a sign that social remains extremely relevant and
something to continue to watch in 2012. Social Media’s potential for mass reach and power of persuasion are key
reasons why we see increased advertising opportunity through the use of paid impressions as well as socially-enabled
advertising. Its popularity on mobile devices is further expanding its reach and influence in daily life. The world is getting
more social by the second, and brands can reap the rewards of this evolving consumer behavior.
49 © comScore, Inc. Proprietary.
Smartphone adoption is expected to eclipse the 50 percent mark of Canadian mobile subscribers in 2012. As the mobile
audience reaches this significant landmark, amidst the growing level of mobile content consumption with existing
smartphone subscribers, marketers need to recognize mobile as an important channel for advertising and brand
presence.
Specifically, smartphones are beginning to impact the traditional sales funnel. The process of making a purchasing
decision may occur over multiple screens, for example researching products on the smartphone while out and about,
before finally making the purchase online or in person. In order for marketers to successfully compete in this multi-
dimensional world, they must strategize the best ways to reach consumers at every step of the funnel, which should
now include mobile.
Additionally, it is important to acknowledge that smartphones are becoming a significant part of consumers’ everyday
lives. Not only are they used for voice communication, but Canadians are increasing their usage with data, text
messaging, instant messaging, QR code scanning, shopping and much more. Over the past year we have seen
amazing growth in usage on mobile devices as it pertains to: Weather, Online Banking, Social Networking, Retail,
Sports, Video Content, E-Mail, News/Information and Deals/Incentives. This points to mobile’s ability to deliver timely
and relevant information to Canadians at the power of their finger tips. Consumer usage in all age groups are evolving,
and it is essential that carriers, content providers, agencies and advertisers ready themselves for even more
sophistication with mobile among the Canadian population in 2012. Whether through mobile advertising, mobile-enabled
websites or mobile applications, it is going to become critical that marketers ensure they have a presence in the mobile
arena in order to stay competitive.
Mobile is becoming a major channel for consumption of news,
information and entertainment, as well as an agent for e-commerce
50 © comScore, Inc. Proprietary.
About comScore, Inc.
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of
digital business analytics. comScore helps its clients better understand, leverage and profit from the rapidly
evolving digital marketing landscape by providing data, analytics and on-demand software solutions for the
measurement of online ads and audiences, media planning, website analytics, advertising effectiveness,
copy-testing, social media, search, video, mobile, cross-media, e-commerce, and a broad variety of
emerging forms of digital consumer behavior. comScore services, which now include the product suites of
recent acquisitions AdXpose, Nedstat, Nexius XPlore, ARSGroup and Certifica, are used by more than 1,800
clients around the world, including global leaders such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche
Bank, ESPN, France Telecom, Financial Times, Fox, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks,
Universal McCann, Verizon Services Group, ViaMichelin and Yahoo!.
For more information, please visit www.comscore.com
Kevin Duong
Analyst, cMM Canada
416.646.9981
For further information, please contact:
Kevin Duong comScore, Inc.
+1 416 646 9981