ComScore
Online Video Ad Views Reach New Heights, as Per-Viewer Frequency Jumps
Online video ad views have been increasing rapidly this year, reaching a new high of 22.8 billion in August after a slight dip in July, according to the latest data from comScore. Last year, video ad views totaled 9.5 billion in August, when comScore’s methodology changed, demonstrating just how many more online video ads Americans are now watching on a monthly basis. Interestingly, this year’s increases aren’t the result of far greater reach among Americans. Rather, viewers are each seeing a much larger number of ads.
During the month, 55.6% of the US population was reached by online video ads, up only slightly from 55.4% the previous month. While reach has increased every month this year, the growth has been incremental, up from 50.5% in January.
Video ad frequency, though, has been growing more rapidly. In August, the average viewer saw 132 ads, besting the previous high of 121 set in June, and more than doubling January’s average of 58.
Google remained the top online video ad property in August, delivering roughly 3.2 billion ads. ADAP.TV moved back into the second spot (2.45 billion), ahead of BrightRoll (2.39 ! billion),! LIVERAIL (2.2 billion), and Specific Media (1.67 billion), as 8 properties delivered more than 1 billion impressions.
In terms of video content, Google Sites again had the highest number of unique viewers (167 million), followed by AOL (71.2 million), Facebook (62.2 million), NDN (50.7 million) and VEVO (49.4 million).
Overall, comScore’s data indicates that 87% of online Americans watched video content in August, with the total number of videos viewed dropping to 46.7 billion from 48.5 billion in July. The duration of the average content video was 5.2 minutes, with the average online video ad lasting 24 seconds.
The average online video viewer spent about 21.6 hours watching video content during the month. A comparison of TV and online video consumption can be found here.
Other Findings:
- Among the top 10 video content properties, Google Sites generated the highest engagement, at an average of 522 minutes per viewer during the month. NDN was next at 92 minutes per viewer.
- VEVO retained its top spot in the YouTube partner rankings with almost 48 million unique viewers, followed by FullScreen and Maker Studios.
How TV and Online Video Consumption Stack Up
Online video has become an increasingly popular advertising channel, with many marketers shifting budgets from TV to fund those efforts (see here, here, and here). Such a response might imply that traditional TV consumption is falling off a cliff, succumbing to the soaring rise of online video. While TV and online video consumption are no doubt linked, looking only at their isolated trends can prove misleading, masking what continues to be a vast gap in consumption.
[Disclaimer: this is an agnostic look at consumption figures. It does not take into account attention paid to the medium, advertising effectiveness, or other such variables, for which one medium may be preferred to the other. It is simply an attempt to put in context the amount of time being spent with these various media.]
It’s true that TV’s audience has seemingly plateaued: according to Nielsen’s cross-platform reports (the latest of which can be downloaded here), the number of Americans aged 2 and up who watch traditional TV dipped by 0.2% year-over-year in Q2 2013, after declines of 0.1% in Q1, 0.2% in Q4 2012, 1.1% in Q3, and 1.7% in Q2. By contrast, the number of mobile subscribers watching video on a mobile device continues to grow by leaps and bounds, with the latest year-over-year increase at 36.5%. (Curiously, Nielsen’s figures show online video’s reach as being down by more than 7% year-over-year. Recent data from comScore indicates that reach has increased throughout this year.)
Smartphones and Tablets Account for Half of US Adults’ Time Online
source: http://www.marketingcharts.com/wp/television/smartphones-and-tablets-account-for-half-of-us-adults-time-online-36560/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink
Soaring smartphone and tablet use has doubled the amount of time Americans spend online in the matter of a few short years, finds a new report [download page] from comScore and Jumptap. As a result, as of April of this year, smartphones (39% share) and tablets (12% share) account for approximately half of adults’ time online, a figure which rises to 59% among 18-24-year-olds and 61% among women aged 25-49.
Smartphones alone account for 50% of online time for the two above-mentioned groups. Interestingly, while smartphones only account for a relatively small 25% of online time for Americans aged 50 and older, tablets grab 16% share, the highest among the age groups.
The share of internet time represented by mobile devices differs greatly from one category to the next. For example, together they account for just 24% of time online with the automotive category and 32% of time spent with TV sites (an outsized 20% of which is on tablets). By contrast, two-thirds of social media time goes to smartphones and tablets, as does 82% of online gaming time and 92% of online radio time.
The US’ “digital universe,” referring to the number of adults going online, is 194 million strong per month, per the report. Of those, about 63% (122 million) use both a PC and a mobile device, while PC-only! users nu! mber 58 million (30% share) and mobile-only 14 million (7% share). Those figures are heavily influenced by older internet users. While 17-22% of internet users aged 18-49 are PC-only, that figure jumps to 48% of those aged 50 and older.
While only 17% of online women aged 25-49 are PC-only, a greater proportion of online males of that age are so-called “screen jumpers” (mobile and PC users), at 74% share. That’s because a significant 14% share of women aged 25-49 are mobile-only.
drag2share: CHART OF THE DAY: We’re On The Internet Twice As Much As We Were Just Three Years Ago
Here’s a pretty neat chart from comScore, via JumpTap. Thanks to smartphones and tablets, people are using the Internet twice as much as they were just three years ago. The bulk of the usage increase has come from smartphones.
UK Moms Put in the Time on Social – eMarketer
source: http://www.emarketer.com/Article/UK-Moms-Put-Time-on-Social/1010184
Facebook and YouTube lead UK mom social sites
Moms are known for their affinity for social networks, and this holds true in the UK. A comScore study found that UK females ages 6 and older exceeded UK males in time spent on social in July 2013 by 2 hours. And women with children spent even more time on social networks, clocking 443.3 minutes that month, about 17 minutes more than the average UK female.
It’s also notable that men with children showed more interest in using social sites than males in general, even if they still trailed far behind moms.
comScore’s study only measured time spent on social at home and work locations, excluding mobile. Factoring mobile into the mix would drive these figures even higher, especially as an increasing percentage of social networking activity overall is conducted on the go.
Moms not only spend more time on social sites, they are more likely to have accounts across the social spectrum. A separate comScore study from March 2013, cited by BabyCentre, found that UK moms between 18 and 34 years old were more likely than the average UK internet user to participate in all the social platforms studied. About eight out of 10 UK moms used Facebook, and the same percentage accessed YouTube. That’s compared to 72% of the general UK population on Facebook, and 67% on YouTube.
M-Commerce Sales Rising Steadily, Led by Smartphones
Mobile commerce spending accounted for almost 10% share of total e-commerce sales during the first half of this year, according to new data released by comScore. Mobile commerce sales have been rising steadily (albeit with displaying strong seasonal variance), reaching $10.6 billion for the first half of the year, a 28% increase from the corresponding period last year. Smartphone commerce, at 6% of total e-commerce spending during H1, is outpacing tablet commerce (3.5% share), but average spending per device owner is actually 20% higher on tablets.
That aligns with recent research finding that tablet owners are willing to spend more than smartphone owners. Despite their lower spend per user, smartphones represent a greater share of e-commerce spending than tablets because the number of smartphone users is more than double the number of tablet users.
Taking a look at some of the leading mobile commerce product categories, comScore reveals that:
- 15.4% of digital event ticket sales took place on a smartphone (10.9%) or tablet (4.5%) during the first half (H1);
Yahoo’s Strategy Pays Off As It Surpasses Google In Total Desktop Audience
Source: https://intelligence.businessinsider.com/welcome
Yahoo surpassed Google as the largest Web platform by monthly unique visitors in July. The data, which was provided by comScore, does not include mobile activity and is limited to U.S. audiences.
Yahoo sites managed to attract approximately 197 million unique visitors on desktop during July. Our dataset, which spans more than two years, shows that this marked an all-time audience high for Yahoo sites.
Google, which held the top spot since June 2011, saw 192 million unique visitors on its sites last month.
The surge in Yahoo’s desktop audience began in January 2013, when monthly unique visitors increased 9% from the previous month.
From December 2012 to July 2013, Yahoo’s desktop audience grew 15%.
Some of this audience growth must be attributed to the company’s more sure-footed direction under CEO Marissa Mayer, who took charge in mid–2012.
Over the last 12 months, Yahoo has been busy relaunching its flagship properties, including the homepage (in February), e-mail (in December 2012), and weather services.
Among social networks, LinkedIn has been a strong performer on desktop PCs. Its monthly desktop audience is 5% larger than it was last month, and 30% larger than it was in December 2012.
Meanwhile, Facebook’s desktop audience continues to decline, but makes up for it on mobile, as we’ve noted in recent coverage.
Is Yahoo’s Digital Audience Now Bigger Than Google’s?
A couple of months ago, comScore’s Media Metrix data showed Yahoo closing the gap with Google as the US’ top web property, a development noted here. Now the latest Media Metrix data is out, and it appears that Yahoo! Sites has overtaken Google! Sites as the top web property, with 196.6 million unique visitors in July for the former, compared to 192.3 million for the latter. It must be noted, though, that these numbers do not take into account mobile-only visitors.Who Doesn’t Use a Smartphone?
Smartphone penetration stood at roughly 60% of the US mobile market in Q2, according to recent reports from comScore and Nielsen. That still leaves a sizable 40% chunk of the mobile market that hasn’t yet made the switch. So who is still using a feature phone? The demographics of the feature phone user are broken down in a new study [download page] released by Jumptap. As one might expect, the typical feature phone user tends to be older and come from a lower-income household.Popular Shopping Activities Differ Significantly by Mobile Device
Recent data from comScore illustrated the types of items that are most commonly purchased by smartphone and tablet owners. New research from Nielsen gets in on the act, revealing the most common activities performed by mobile shoppers. While there are some predictable findings (such as smartphone owners more likely to perform on-the-go activities), it’s useful to see the various ways in which these devices are being leveraged during the shopping journey.Digital Consigliere
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
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