2015年网络营销和电子商务展望

©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

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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

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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

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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

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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.

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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

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Industrybenchmarkscanhelp

mediabuyersandsellerssetcampaigndeliveryexpectations.

MeasurementofTargetingAccuracy,Viewability,BrandSafetyandNon-HumanTrafficprovidesmuch-neededtransparencyinanincreasinglyopaque,programmaticworld.

20

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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

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©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