digital future in focus 2016 - wordpress.com · 2018-01-08 · share of digital time spent total...

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Digital Future in Focus 2016

Canada

© comScore, Inc. Proprietary. 2

Multi-Platform 3

Mobile 17

Video 25

Social Media 36

Table of Contents

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

Multi-Platform

© comScore, Inc. Proprietary. 4Source: comScore, Inc., Media Metrix Multi-Platform, US, CA, UK, Total Audience, Monthly Q4 Avg. 2015

Platform reach of the 18+ total digital population around the world

89%87%

72%91%Desktop

Mobile (Phone & Tablet)

91%93%

CANADA: 24.8 MM

UK: 40.77 MM

USA: 218.0 MM

© comScore, Inc. Proprietary. 5Source: comScore, Inc., Media Metrix Multi-Platform, Mobile Metrix US, CA, UK, Total Audience, Monthly Q4 Avg. 2015

Total digital population 18+, time spent breakdown around the world

UK

CANADA

USA

Desktop

Smartphone (App)

Smartphone (Browser)

Tablet (App)

Tablet (Browser)

46%

34%

5%

12%

3%34%

48%

7%

9%

2%

40%

37%

7%

13%

4%


85% of Canadians are online, using their desktop and/or mobile

device. While 6% of Canadians are using mobile devices exclusively.

Source: comScore, Inc., Media Metrix Multi-Platform, CA, Total Audience, Monthly Q4 Avg. 2015

Desktop Audience Mobile Audience

28.2 MMCanadians are

reached online from

their desktop

(including those

who watch video)

18.0 MMCanadians are

reached online via

Mobile smartphones

and tablets (2.3 MM

are Exclusive Mobile

Unique Visitors)

Total Digital

Population

30.5 MMCanadians can be

found online


Digital media audiences continue to climb, driven by mobile. The

largest % growth can be found in exclusive mobile.

Source: comScore, Inc., Media Metrix Multi-Platform, CA, Total Audience, Monthly Q4 Avg. 2014 vs. Monthly Q4 Avg. 2015

Exclusive Desktop references Unique Visitors who did not use a mobile device.

13,57112,484

14,352 15,743

1,466 2,253

Q4-2014 Q4-2015

Unique Visitors (000)Exclusive Desktop Multi-Platform Mobile Only

+54%

+10%

-8%

Canadians accessing

digital content

exclusively on

desktops has

decreased while

mobile only users

have increased by

54%.


28,227 30,481

Desktop Total Digital Pop

Total Unique Visitors (000)

+8%

Significant incremental digital media engagement with the inclusion

of mobile minutes in Canada.

Source: comScore Inc. Media Metrix Multi-Platform, CA, Total Audience, Monthly Q4 Avg. 2015

70,189

Desktop Total Digital Pop

Total Minutes (MM)

139,962

+110%


British

Columbia

14%

Prairies

19%Ontario

37%Quebec

22%

Atlantic

7%

18%28% 33%

21%

Under 18 18-34 35-54 55+

AGE

23%

77%

LANGUAGE

French

Other

Source: comScore Inc. Media Metrix Multi-Platform, CA, Total Audience, Monthly Q4 Avg. 2015

GENDER

REGION

50% 50%

Canadian online

demographics show

nearly half of the

population is under

age 35, majority

living in Ontario, and

¼ speaking French.

Demographics of the Canadian total digital population


34%28%

18% 17%27%

20%

66%54%

60%63%

74% 71%

67%69%

30%44%

7% 9% 9% 12%6% 11% 5% 2%

Exclusive Desktop Multi-Platform Mobile Only

Multi-platform digital media access is the norm today across all age

groups.

Source: comScore Inc. Media Metrix Multi-Platform, CA, 18+

Exclusive Desktop references Unique Visitors who did not use a mobile device.

Age 55+Age 35-54Age 18-34Age 18+

Virtually all 18-34 year-old Millennials (83%) are mobile users, while 12% don’t use desktop at all. This age group also has the highest percentage of multi-platform users (71%). Persons 55+ on the other hand still have a sizeable, but shrinking, portion of its audience that only use desktop. Growth for this age group can be found not in exclusive Mobile usage but in accessing digital content across multiple platforms.


Spotlight on Canadian Millennials

Source: comScore Inc. Media Metrix Multi-Platform, CA, Persons 18+, Monthly Q4 Avg. 2015

*Millennials = Persons 18-34

SMARTPHONE vs. TABLET?

PHOTOS AND ENTERTAINMENT DRIVE MOBILE USAGE

DESKTOP or MOBILE?

56%

34%13%13%3%

Ph

oto

s

En

tert

ain

men

t

So

cia

l M

ed

iaIM

Se

rvic

es

Difference in Average Minutes per User for Millennials vs. Average of all on Selected Mobile Categories

MILLENNIALS IN OTHER UNIVERSES

% Of Millennials out of the Total

Digital Population, Desktop Universe

and Mobile Universe

7,120

7,470

8,529

Mobile

Desktop

Total DigitalPopulation

Total Unique Visitors (000)

28%

26%

40%

Millennials are 5% less likely to use desktops and

41% more likely to

use mobile devices.

Millennials account for 42%

of all smartphone users and

almost 31% of all tablet users

(the majority of which are Females )

AD VIDEOS vs. CONTENT VIDEOS

Difference in Desktop Video consumption for Millennials vs. Persons 55+ for Total Internet

Millennials watch the most Content

Videos (382 videos per viewer) with the

most total time spent (32 hours a month).

But, they are not as engaged with Ad

Videos as older generations (140 videos

per Millennial viewer vs. 165 videos per

older viewer).


Time spent on digital media continues to grow. It is being driven

entirely by mobile – particularly on smartphone devices.

Source: comScore, Inc., Media Metrix Multi-Platform, Mobile Metrix, CA, Total Audience, Dec-2014 to Dec-2015

40%

50%

60%

Dec-2014 Mar-2015 Jun-2015 Sep-2015 Dec-2015

Share of Digital Time Spent

TOTAL MOBILE

DESKTOP

+5pts

-5pts

51%

46%

54%

49%Desktop time is decreasing and losing share to mobile – which now accounts for 54% of digital media time spent.

Mobile apps now drive the majority of digital time spent at 46%, and smartphone apps alone look to account for a 1/3 of digital media consumption in 2016.

0%

10%

20%

30%

40%

50%

Dec-2014 Mar-2015 Jun-2015 Sep-2015 Dec-2015

MOBILE APP+3pts

SMARTPHONE APP+4pts

TABLET APP-

46%

43%

29%

33%

13%13%


40% 44%

61%

49% 42%15%

11% 14%23%

18-34 35-54 55+

Mobile now represents over half of all digital time spent for

Generation X and Millennials.

Source: comScore, Inc., Media Metrix Multi-Platform, CA, Persons 18+, Monthly Q4 Avg. 2015 vs. Monthly Q4 Avg. 2014

TABLET SMARTPHONE DESKTOP

Share of Digital Time Spent

YoY

+33%YoY

+54%

YoY

+37%

Millennials Generation X Baby Boomers

YoY

-27%

YoY

+21%

Millennials and

Generation X spend

over half of their

time on Mobile

Devices, while Baby

Boomers spend

majority of their time

on Desktop.

That being said,

Baby Boomers have

significantly

increased their time

spent on Mobile

Devices year over

year.

YoY

+9%

YoY

+2%

YoY

+12%

YoY

-0.2%


Additional scale with the inclusion of mobile

Source: comScore, Inc., Media Metrix Multi-Platform, CA, US, UK, Persons 18+, Monthly Q4 Avg. 2015

NOTE: Images are not to scale

98%

88%

90%

69%

80%

59%Canada

Business/Finance Newspapers Travel

+10 pts +21 pts

+21 pts

US

UK

DESKTOP REACH TOTAL DIGITAL POPULATION REACH

99%

82%88%

53%

84%

49%

+17 pts+35 pts

+35 pts

100%

84%

98%

64%

94%

67%

+16 pts +34 pts

+27 pts

The incremental

reach of mobile

devices is clear to

see in all three

geographies, with

the

Business/Finance

category reaching

majority to all

people online,

although it is more

impactful in the US

and the UK.


Desktop still reigns in certain categories… with exclusive mobile

audiences growing YoY.

Source: comScore, Inc., Media Metrix Multi-Platform, CA, Total Audience, Monthly Q4 Avg. 2015 vs. Monthly Q4 Avg. 2014

NOTE: Ranked by “Exclusive Desktop” and selected Top 10 Categories with YoY growth in Mobile Only UVs. Exclusive Desktop references

Unique Visitors who did not use a mobile device.

78%

76%

76%

71%

67%

66%

66%

66%

64%

63%

6%

3%

8%

5%

15%

4%

12%

12%

9%

11%

16%

21%

16%

24%

18%

30%

22%

23%

27%

25%

Family & Youth Education

Retail - Music

Kids

Online Trading

Education - Information

Travel - Car Rental

Retail - Computer Software

Travel - Airlines

Automotive - Manufacturer

Financial Information/Advice

% Composition of Unique Visitors

Top 10 Desktop-Dominant Categories

Exclusive Desktop Desktop & Mobile Mobile Only

+37%

YoY % Change in

Mobile Only

+36%

+3%

+144%

+28%

+29%

+50%

+29%

+21%

+28%


Almost a quarter of digital media time spent is on social media

Source: comScore, Inc., Media Metrix Multi-Platform, US, CA, UK, Persons 18+ December 2015

*Other = All other categories

*Other 100+ CategoriesEntertainmentSocial Games IM RetailNews

21%

26%

8%4%

4%

5%

32%

23%

20%

10%4%5%

3%

35%

21%

20%

8%10%

5%

6%

30%

Social Media and Entertainment are the top categories for each market in regards to time spent. The US skews

heaviest in entertainment content, while Canada is the most social.

CANADA USA UK


Mobile


More Canadians are going exclusively mobile

Source: comScore, Inc., Media Metrix Multi-Platform, CA, Persons 18+, Monthly Avg. Q4 2015

*Exclusive Mobile Unique Visitors = Smartphone and Tablet visitors not visiting on Desktop

Mobile Audience

18.0 MMCanadians are reached

online via smartphones

and tablets

2.3 MM are exclusive mobile Unique Visitors*

15.9 MMvia Smartphone

8.9 MMvia Tablet

+54% YoY


39%

38%

24%

18-34

35-54

55+

39%

44%

17%

18-34

35-54

55+

Mobile Demographics

Source: comScore, Inc., Media Metrix Multi-Platform, US, CA, UK, Persons: 18+, Monthly Q4 Avg. 2015

49% 51%

39%

37%

25%

18-34

35-54

55+

47%

47%

6%

18-34

35-54

55+

57%

29%

14%

18-34

35-54

55+

54%

19%

26%

18-34

35-54

55+

55% 45%

52% 48%

30% 70%

49% 51%

48% 52%

In comparison with

their American and

British counterparts,

Canadians 35 to 54

are much more

likely to only

consume digital

content on mobile

devices.

Total Mobile Unique Visitors Mobile-Only Unique Visitors


49%

69%

46%

61%

49%

60%

31%

42%

33% 40%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Dec-2014 Jan-2015 Feb-2015 Mar-2015 Apr-2015 May-2015 Jun-2015 Jul-2015 Aug-2015 Sep-2015 Oct-2015 Nov-2015 Dec-2015

Ex

clu

siv

e M

ob

ile

Un

iqu

e V

isit

ors

as

a %

of

To

tal D

igit

al P

op

ula

tio

n Instant Messengers

Exclusive mobile has become an even larger part of total traffic for

instant messengers, radio and travel-transactions over the past year

Source: comScore, Inc., Media Metrix Multi-Platform, CA, Persons 18+, Dec 2014 to December 2015

Radio

Coupons

Travel-Transactions

Games

% Of Unique Visitors Who Only Visited On Mobile, Not Desktop


The travel-transaction app category growth was driven by apps like

Uber which grew over 3,000% year over year.

Source: comScore, Inc., Mobile Metrix, CA, Persons 18+, Dec 2014 vs. Dec 2015

Selected Top App Categories

472%

290%

136%

135%

123%

116%

111%

102%

Travel-Transactions

Consumer Goods

Instant Messengers

Shipping

Business to Business

Career Services and Development

Radio

Online Gambling

538

715

14,652

463

2,018

1,740

8,020

793

% Change (Unique Visitors Dec 2014 vs. Dec 2015)

Unique Visitors (000)

Dec 2015


Apps dominate mobile time spent

Source: comScore, Inc., Mobile Metrix, CA, Persons 18+, Monthly Avg. Q4 2015

11 HoursAverage hours per visitor

66 HoursAverage hours per visitor

6X Browser Access App Access

6 times more hours are spent on mobile applications than mobile browsers.

© comScore, Inc. Proprietary. 23Source: comScore, Inc., Mobile Metrix, CA, US Persons: 18+, Monthly Avg. Q4 2015

31%

39%

30%33%

39%

28%

18-34 35-54 55+

56% 55%44%

More women than men use tablets, and across the different age

breaks, Canada and the US are almost identical. But…..

45%

Demographic Composition %: Tablets

Tablet usage

skews female in

both Canada

and the United

States.

Canada United States

© comScore, Inc. Proprietary. 24Source: comScore, Inc., Mobile Metrix, CA, US Persons: 18+, Monthly Avg. Q4 2015

42%47%

11%

40% 39%

22%

18-34 35-54 55+

Canada United States

50% 51%50% 49%

…there are significant differences between Canada and the US in the

smartphone age groups, and little difference in gender.

Canadians aged 35 to 54 are more likely than their American counterparts to be smartphone users. Americans aged 55+ are much more likely than Canadians to use smartphones.

Demographic Composition %: Smartphones


Desktop and Mobile Video


Compared to Canada, Japan spent nearly twice as much time, on

average, consuming online videos.

Source: comScore Inc., Video Metrix, Persons 15+, Monthly Avg. Q4 2015

2.5

3.53.0

3.63.2

2.83.1

4.0 4.03.5

3.9

6.1

3.53.1

3.83.4

6.3

5.2

3.9 3.8

9.3

3.83.3

3.0

4.6

5.2

3.7

0

500

1,000

1,500

2,000

2,500

3,000

3,500 AVG. MINS PER USER AVG. MINS PER VIDEO


Adult Canadians spend more time than their US and UK

counterparts watching videos online

Source: comScore, Inc., Video Metrix, CA, US, UK, Home & Work, Persons: 18+, Monthly Avg. Q4 2015

472

533

397

Canada USA UK

Videos per Viewer

27.8 25.2

21.9

Canada USA UK

Hours per Viewer

While UK viewers

watched more

videos on average,

Canadians spent a

higher proportion of

time watching online

desktop video.


Demographics of Canadian online video viewers.

Source: comScore Inc., Video Metrix, CA, Persons 2+, Monthly Avg. Q4 2015

184

492 458 469 9.3

31.8

25.9 25.6

Under 18 18-34 35-54 55+

AGE

LANGUAGE

503 32.5 342 16.7

Videos per Viewer

Hours per Viewer

OTHER FRENCH

405 24.0 480 26.8

GENDER

REGION

Males, Millennials,

Atlantic Canada and

French speaking

Canadians have

some of the highest

online video

consumption across

the country.

457 450 331 359

512

27.4 24.2

18.6 22.1

31.1


While Canadians are consuming many videos across numerous

content categories…


3,661,542

2,118,093

218,863 214,216 128,793 144,020

Entertainment Social Media Portals News/Information Games Sports

Total Content Videos (000) – Top Categories


…monetization of video advertising varies significantly by category.


0.6

0.0

1.0

0.5

3.5

0.3

Entertainment Social Media Portals News/Information Games Sports

Average Ads per Content Video – Top Categories

Canadian

Average

Across all online video in Canada, average ads per content video remains low at 0.4.


48% of adult Canadian mobile users watch videos on their device.

Source: comScore, Inc., MobiLens Plus, CA, Persons 18+, Dec. 2015

*Based out of watching videos on a device ever in a month

35% 35%

29%

41%

36%

24%

Once to three times amonth

At least once a week Almost every day

Frequency of Video Consumption*

Smartphone Owners Tablet Owners

46%

51%

Watch Videos On Mobile

Devices

of Tablet Owners

of Smartphone Owners


32%

17%

38%

18%

34%

16%

Used Mobile Phone While Watching TV Used Tablet While Watching TV

Mobile users tend to use their mobile phone while watching TV.

Source: comScore, Inc., MobiLens Plus, CA, US, UK, Persons 18+, Dec 2015

Across all countries, mobile users 18+ prefer to use their mobile phones while watching TV over using a tablet

device.


Canadian mobile users are heavy consumers of traditional

television.

NOTE: Mobile users includes both mobile phone and tablet users


2%8%

15%

16%

10%

38%

Time Spent Watching TV per Week

Less than 2 (hrs per week)

2-5 (hrs per week)

6-10 (hrs per week)

11-15 (hrs per week)

16-19 (hrs per week)

20 or more (hrs per week)

Mobile users 18+

remain heavy

consumers of

Traditional TV

content, with close

to 40% spending 20

hours or more

watching TV

programming each

week.


Canadian mobile users are more likely to have a high definition

cable television service.



23%

40%

8%

30%

16%

Digital Video Recorder(DVR) or Personal Video

Recorder (PVR)

High-Definition cableservice

Pay-per-view/Video ondemand from

cable/satellite TV service

Regular cable service Satellite TV

VOD

% of Mobile Users


Mobile users are more likely to own a video game console as their

OTT device.



44%

29%

17%

19%

42%

29%

21%

20%

35%

27%

10%

10%

Video gameconsole

Smart TV

Blu-ray player

Streamingmedia device

Canada US UK

Additionally,

Canadian mobile

users are more

likely to own a video

game console as

their OTT device but

are more likely to

use a smart TV to

watch films, videos

and TV shows

(16%) over a game

console (14%).


Social Media


Social Media and

Entertainment lead

all categories in

engagement, and

contribute to almost

half of total digital

time spent. The

strength of the top

categories

highlights that

mobile devices are

becoming more

heavily used for

entertainment and

communication.

Share of Total Digital Time Spent

Social media and entertainment categories drive nearly half of total

time spent on digital.

Source: comScore Media Metrix Multi-Platform, CA, Total Audience, Monthly Q4 Average 2015

24%

20%

9%6%

5%

4%

3%

3%

2%

25%

Social Media

Entertainment

Games

Portals

Instant Messengers

News/Information

Retail

Search/Navigation

Directories/Resources

Other


Smartphone apps have taken over as the most popular access point

for social media usage, with desktop on the decline.

Source: comScore Media Metrix Multi-Platform, CA, Total Audience, Dec 2015 vs. Dec 2014

The vast majority of

social media

consumption occurs

on mobile apps,

driven largely by

smartphones. 64%

of all social media

time spent occurs

on a

Smartphone/Tablet

App.

Share of Time Spent on Social Media Across Different Platforms

32%

29%

49%

52%

3%

5%

14%

12%

2%

2%

Dec-2014

Dec-2015

Desktop Smartphone App Smartphone Web Tablet App Tablet Web


While Facebook’s users mirror the internet as a whole, Instagram,

Tumblr, Vine and especially Snapchat skew significantly younger

Source: comScore Media Metrix Multi-Platform, CA, Age 18+, Monthly Q4 Average 2015

Snapchat is the youngest skewing social network with almost half of its users between 18-24 years old and 2/3rds of them between the ages of 18-34. The most popular networks among Millennials tend to be those with visually-focused content that can be consumed easiest on mobile devices.

Demographic Composition % of Major Social Networks

15.7 13.6 17.323.5

14.5 14.5

43.6

25.6 25.7

19.9 20.520.6

24.2

22.1 21.7

24.6

21.9 22.7

18.1 18.818.1

17.3

19.3 18.6

12.7

16.1 16.8

22.6 25.2 23.0

20.4

25.1 23.7

12.1

17.9 16.3

23.8 21.9 21.114.6

18.9 21.4

6.918.4 18.5

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Age 55+

Age 45-54

Age 35-44

Age 25-34

Age 18-24


Facebook segment reach

Source: comScore, Inc., Media Metrix Multi-Platform, US, UK, ES, BR, CA, Total Audience, Monthly Q4 Avg. 2015.

Segments reference separate brands within the Facebook Property.

Facebook reaches over 80% of Total Digital Audiences in US, UK and Canada, with Messenger and Instagram

reaching well over a third of the audience in Canada.

83%82%

52%

78%

82%

U.S.U.K.

Spain

Brazil

Canada

42%

48%

0.4%

34%

44%

U.S.

U.K.Spain

Brazil

Canada

39%35%

10%

30%

34%

U.S.U.K.

Spain

Brazil

Canada

5%

35%

3%

56%

9%

U.S.

U.K.

Spain

Brazil

Canada

Multi-Platform Reach by Geography – Facebook Segments


30%

35%

40%

45%

50%

55%

60%

65%

Dec-2014 Feb-2015 Apr-2015 Jun-2015 Aug-2015 Oct-2015 Dec-2015

Age 25-34

Age 35-54

Age 18+

Age 18-24

Age 55+

LinkedIn experienced a recent surge in growth driven by Millennials,

as younger adults get more serious about their careers

Source: comScore Media Metrix Multi-Platform, CA, Total Audience, Dec 2014 to Dec 2015

LinkedIn has seen a dramatic growth trajectory in the past two years, and while the gains cut across demographic segments, the biggest strides have been made among people 25-34 who have seen penetration surge from 45% to 56%. This segment has overtaken 35-54 year-olds as the highest penetration of a demo group.

LinkedIn Penetration by Age Demographic

56%

45%

37%

49%

42%

33%

52%

51% 51%

45%

© comScore, Inc. Proprietary. 42© 2016 comScore, Inc.For info about the proprietary technology used in comScore products, refer to http://www.comscore.com/About-comScore/Patents

www.comscore.com @comScoreCAC www.linkedin.com/company/comscore www.facebook.com/comscoreinc

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digital future in focus 2016 - wordpress.com · 2018-01-08 · share of digital time spent total...

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