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32
MEASURING THE DIGITAL WORLD
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MEASURING THE DIGITAL WORLD
Canadians OnlineCanadians Online
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23,02623,227
23,137
22,95923,092 23,181
22,078
22,184
22,239
22,409
22,629
22,823
23,590
19,000
19,500
20,000
20,500
21,000
21,500
22,000
22,500
23,000
23,500
24,000
Sep-0
6
Oct-0
6
Nov-06
Dec-06
Jan-
07
Feb-0
7
Mar
-07
Apr-07
May
-07
Jun-0
7
Jul-0
7
Aug-07
Sep-0
7
Un
iqu
e V
isit
ors
(0
00
)
Source: comScore Media Metrix Canada, All Locations, Sept. ‘06 – Sept. ‘07
Canadians OnlineCanadians OnlineUnique Visitor Trend - Persons 2+Unique Visitor Trend - Persons 2+
The Digital Media Universe has grown 6.8%6.8% from September 2006 to September 2007
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9,000
9,500
10,000
10,500
11,000
11,500
12,000
12,500
Sep-0
6
Oct
-06
Nov-06
Dec-0
6
Jan-0
7
Feb-07
Mar
-07
Apr-07
May
-07
Jun-0
7
Jul-0
7
Aug-07
Sep-0
7
Un
iqu
e V
isit
ors
(00
0)
Males Canada Females Canada
Source: comScore Media Metrix Canada, All Locations, Sept. ‘06 – Sept. ‘07
Canadians Online – Males vs. FemalesCanadians Online – Males vs. FemalesUnique Visitor Trend - Persons 2+Unique Visitor Trend - Persons 2+
Canadian Females Online grew Canadian Females Online grew 7.5%, 7.5%, whilewhile Canadian Males Online grew Canadian Males Online grew
6.3%6.3% from Sept. 2006 to Sept. 2007 from Sept. 2006 to Sept. 2007
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Canadians Online Regional Demographics
Source: comScore Media Metrix Canada, All Locations, Average Jul. ’07 – Sep. ‘07
Canada's Digital Universe% Composition Unique Visitors
Atlantic7%
British Columbia
15%
Quebec23%
Prairies16%
Ontario39%
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Canadians OnlineCanadians OnlineTotal Canada & French CanadaTotal Canada & French Canada
23,136
22,045
8,181
4,567
0
5,000
10,000
15,000
20,000
25,000
Un
iqu
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isit
ors
(0
00
)
All Locations
Total Canada - Home Only
Total Canada - Work Only
French Canada- Home Only
Source: comScore Media Metrix Canada, All Locations- Average May ’07 - July ‘07
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Speed! More Canadians use Broadband versus the United States - % Composition Unique Visitors
Canadian Broadband Usage Now Tops 90%
Source: comScore Media Metrix, Average Jul. – Sept. ‘07, Home Only
Online Engagement Online Engagement
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Canada is a World Leader in Online ReachCanada is a World Leader in Online Reach
Source: comScore Media Metrix Aug 2007, Persons 15+Source: StatCan Population Estimate, Aug 07; Wikipedia Population Estimates
70%
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Internet Users Around the Globe
Most Internet Users by CountryMost Internet Users by Country
159.0
53.7
32.9
31.8
26.5
23.8
20.6
17.8
16.2
United States
Japan
Germany
United Kingdom
France
India
Canada
Italy
Brazil
Source: comScore World Metrix, July 2007
■ The heaviest internet users can be found in Canada, Israel, and the U.K.
Heaviest Internet UsersHeaviest Internet Users
43.6
39.2
36.2
35.3
34.7
33.5
30.9
28.4
28.2
27.2
Canada
Israel
United Kingdom
Argentina
Chile
Brazil
United States
Taiwan
Sweden
Spain
WW average = 25.4
Millions of Internet Users* Hours per Internet User per Month
*Internet users 15+ accessing the internet from a Home or Work computer
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Canadians View the Most ContentCanadians View the Most Content
0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500
Russia
Italy
Japan
France
United States
Germany
United Kingdom
Canada
Average Pages Per Visitor - Total AudienceSource: comScore Media Metrix Worldwide, Persons 15+, Average Jul.‘07 - Sep. ‘07
Canada beats the World and has the highest amount of Average Pages Per Visitor!Canada beats the World and has the highest amount of Average Pages Per Visitor!
Category GrowthCategory Growth
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+58%+58%
+19%+19% +37%+37% +31%+31% +21%+21%
Source: comScore Media Metrix, All Locations, Persons 18+, September ‘06 vs. September ’07
Top Categories in Unique Visitor Growth Top Categories in Unique Visitor Growth September 2006 vs. September 2007 – Persons 18+September 2006 vs. September 2007 – Persons 18+
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Where are Canadians 18+ Spending their Time?Where are Canadians 18+ Spending their Time?
Top Categories in Growth of Average Minutes per Visitor – Sept. 2006 vs. Sept. 2007Top Categories in Growth of Average Minutes per Visitor – Sept. 2006 vs. Sept. 2007
+9%+9%+134%+134%
+30%+30% +13%+13% +32%+32%
Source: comScore Media Metrix Canada. All Locations, Persons 18+, September ’06 vs. September ’07
Radio Sub-CategoryRadio Sub-Category
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Canadians OnlineCanadians Online
Source: comScore Media Metrix Canada, Average Jul. ’07 – Sept. ‘07, All Locations
The Radio Sub-Category The Radio Sub-Category reaches 31.7% of the Digital reaches 31.7% of the Digital
Media UniverseMedia Universe
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Entertainment Radio Sub - CategoryEntertainment Radio Sub - Category Total Unique Visitors (000) Total Unique Visitors (000)
Source: comScore Media Metrix Canada – All Locations, September ’06 – September ’07
4,000
4,500
5,000
5,500
6,000
6,500
7,000
7,500
8,000
8,500
Sep-06 Oct-06 Nov-06 Dec-06 Jan-07 Feb-07 Mar-07 Apr-07 May-07 Jun-07 Jul-07 Aug-07 Sep-07
Rad
io S
ub
-Cat
ego
ry:
To
tal
Un
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(00
0)
Radio Sub-Category
The Radio Sub-Category The Radio Sub-Category
grew +grew +27%27% September ’06 – ’07 September ’06 – ’07
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Radio Sub-Category – Visitation is ClimbingRadio Sub-Category – Visitation is ClimbingAverage Daily Visitors (000) TrendAverage Daily Visitors (000) Trend
Source: comScore Media Metrix Canada – All Locations, Total Audience, Sept. ’06- Sept. ’07
500
600
700
800
900
1000
1100
1200
Sep-06 Oct-06 Nov-06 Dec-06 Jan-07 Feb-07 Mar-07 Apr-07 May-07 Jun-07 Jul-07 Aug-07 Sep-07
Ave
rag
e D
aily
Vis
ito
rs (
000)
Average Daily Visitors (000)
Average Daily Visitors to the Radio Sub-Average Daily Visitors to the Radio Sub-
Category Sept. ’06 vs Sept. ’07 grew +Category Sept. ’06 vs Sept. ’07 grew +40%40%
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RADIO SUB-CATEGORY Regional Demographics
Prairies13%
B.C13 %
Quebec 27 %
Atlantic8%
Ontario39 %
Source: comScore Media Metrix Canada, All Locations, Average Jul. ’07 – Sept. ‘07
% Composition Unique Visitors
Canada's Digital Universe% Composition Unique Visitors
Atlantic7%
British Columbia
15%
Quebec23%
Prairies16%
Ontario39%
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0
500
1,000
1,500
2,000
2,500
3,000
3,500
Sep-06 Oct-06 Nov-06 Dec-06 Jan-07 Feb-07 Mar-07 Apr-07 May-07 Jun-07 Jul-07 Aug-07 Sep-07
Un
iqu
e V
isit
ors
(0
00
)
Yahoo! Music Corus Radio Standard Radio Rogers Media Radio
Source: comScore Media Metrix Canada, All Locations, Total Audience, Sept. ’06 – Sept. ‘07
RADIO ENTITY TREND - RADIO ENTITY TREND - Unique Visitors (000s)Unique Visitors (000s)Rogers Media Radio grew the most! Rogers Media Radio grew the most!
-16%-16%
-0.3%-0.3%
+37%+37%
-13.6%-13.6%
TV Sub-Category TV Sub-Category
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Entertainment TV Sub - CategoryEntertainment TV Sub - Category Total Unique Visitors (000) Total Unique Visitors (000)
Source: comScore Media Metrix Canada – All Locations, September ’06 – September ’07
10,000
10,500
11,000
11,500
12,000
12,500
13,000
13,500
14,000
14,500
15,000
Sep-06 Oct-06 Nov-06 Dec-06 Jan-07 Feb-07 Mar-07 Apr-07 May-07 Jun-07 Jul-07 Aug-07 Sep-07
TV
Su
b-C
ateg
ory
: T
ota
l U
niq
ue
Vis
ito
rs (
000)
TV Sub-Category
The TV Sub-Category The TV Sub-Category
grew +grew +21%21% September ’06 – ’07 September ’06 – ’07
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TV Sub-Category TV Sub-Category Duration and Page View TrendDuration and Page View Trend
Source: comScore Media Metrix Canada, All Locations, Sept. ’06 – Sept. ‘07
200
300
400
500
600
700
800
900
Min
utes
/ P
ages
(M
M)
Total Minutes Total Pages
Total Minutes increased Total Minutes increased +55%,+55%,while Total Pages increased while Total Pages increased +26%+26%
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TV Sub-Category – Males Vs. FemalesTV Sub-Category – Males Vs. Females
Source: comScore Media Metrix Canada, All Locations, Total Audience, Average Jul. ’07 – Sept. ‘07
Females visit, view more content and spend more Females visit, view more content and spend more time than Males in the TV Sub-Categorytime than Males in the TV Sub-Category
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0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
CTVGlobemedia CBC-Radio Canada Sites Canwest Interactive Sites Standard Interactive
IGN Entertainment Corus Interactive Sites Astral Media Rogers Media Radio
Source: comScore Media Metrix Canada, Total Audience, All Locations – Average Jul. – Sep. ‘07
AD-FOCUS CATEGORY - TOP MEDIA ENTITIES AD-FOCUS CATEGORY - TOP MEDIA ENTITIES Unique Visitors (000)Unique Visitors (000)
Uni
que
Vis
itors
(00
0)
Video MetrixVideo Metrix
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■ Internet users watch 5 hours less TV per week
■ Bill Gates believes the CD is the last physical form of music and the DVD the last for movies
■ Itunes announced one million video downloads in less than 20 days after launch of video iPod• Now, Apple’s iTunes have sold over 50 million TV shows.
■ IPTV market to grow at a compound annual growth rate of 78%, from 3.7 million subscribers this year, to 36.9 million in 2009
■ 75% of national advertisers plan to cut spending on TV commercials by at least 20 percent in the next five years due to widespread ad-skipping devices
■ Google paid 1.65 billion dollars for YouTube, a company less than 2 years old
Why Should We Measure Video?Why Should We Measure Video?
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Online video ad spending forecasted to grow 63% per year thru 2010
410
$775
$2,900
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
2006 2007 2008 2009 2010
■ 89 percent growth forecasted ’07 vs ’06
■ 63 percent CAGR for ’06 thru ’10
■ Total online expected to grow 15 percent in ’07
■ Will account for 11.5 percent of all online spending in 2010
• Search is about 42 percent of total today
■ $410 million in ’06 is only .6 percent of total ad dollars spent on TV
89%
63%
Source: eMarketer, Nov 2006
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Video Metrix – Online StreamingVideo Metrix – Online Streaming
Over Over 20 Million20 Million Unique Streamers/Downloaders Unique Streamers/Downloaders
Over Over 2.4 Billion2.4 Billion Streams/Downloads initiated Streams/Downloads initiated
124.3124.3 Streams per Unique Streamer/Downloader Streams per Unique Streamer/Downloader
Source: comScore Media Metrix, All Locations, Total Audience – July 2007
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Canadians Have an Entertainment FocusCanadians Have an Entertainment Focus
Entertainment and Portals are popular on both sides of the border, but have Entertainment and Portals are popular on both sides of the border, but have very different usage.very different usage.
Number of Streams per User by Site Category**Site Categories will overlap (e.g Yahoo! News is both Portal and News), so some locations will be double-counted.Source: comScore Marketing Solutions
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