2015年网络营销和电子商务展望_第1页
2015年网络营销和电子商务展望_第2页
2015年网络营销和电子商务展望_第3页
2015年网络营销和电子商务展望_第4页
2015年网络营销和电子商务展望_第5页
已阅读5页,还剩28页未读 继续免费阅读

下载本文档

版权说明:本文档由用户提供并上传,收益归属内容提供方,若内容存在侵权,请进行举报或认领

文档简介

©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%

Google

PayPalCredit

AmazonBitcoinApplePay

VisaCheckout

44%

42%

38%

27%

25%

24%

Google

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

温馨提示

  • 1. 本站所有资源如无特殊说明,都需要本地电脑安装OFFICE2007和PDF阅读器。图纸软件为CAD,CAXA,PROE,UG,SolidWorks等.压缩文件请下载最新的WinRAR软件解压。
  • 2. 本站的文档不包含任何第三方提供的附件图纸等,如果需要附件,请联系上传者。文件的所有权益归上传用户所有。
  • 3. 本站RAR压缩包中若带图纸,网页内容里面会有图纸预览,若没有图纸预览就没有图纸。
  • 4. 未经权益所有人同意不得将文件中的内容挪作商业或盈利用途。
  • 5. 人人文库网仅提供信息存储空间,仅对用户上传内容的表现方式做保护处理,对用户上传分享的文档内容本身不做任何修改或编辑,并不能对任何下载内容负责。
  • 6. 下载文件中如有侵权或不适当内容,请与我们联系,我们立即纠正。
  • 7. 本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。

评论

0/150

提交评论