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2012 08

ARO / comScore
ARO / comScore .........................3
ARO / comScore The Power of Like.........................9

IX Survey
..........................26
App .......................................39
A New Kind of Visual News......................45
State of the News Media 2012 shows audience
growth for all platforms but newspapers...................50

2012 07 .........54

ARO/MMX -


24

20127comScore MMX
1077
98.2%0.7%97.5%

1: comScore MMX

:comScore Media Metrix; July 2012

20127MMX7120
1897%
1: comScore MMX

:comScore Media Metrix; July 2012

7200Yahoo! udn
NOWnewsETtoday
Yahoo!83.2%92.5
10023.43.9udn41.5%
13.3254.82.8


2: comScore MMX

12

:comScore Media Metrix; July 2012

7Yahoo!

3: comScore MMX

:comScore Media Metrix; July 2012

Yahoo!

1 1: comScore (UDM) U u U UDMu


UDM
2 2: ETtoday 3 UDMNOWnews 4 UDM 6 UDM

4: comScore MMX ()

:comScore Media Metrix; March-July 2012


5: comScore MMX

:comScore Media Metrix; March-July 2012

ETtoday
MSNYahoo!
ETtoday3465.6%35
53.4%

6: comScore MMX

:comScore Media Metrix; July 2012

7: comScore MMX

:comScore Media Metrix; July 2012

1.

20127comScore MMX70%

2.

20127MMX7120189

3.

7200Yahoo! udn
NOWnewsETtoday

4.

Yahoo!83.2%92.5100
23.43.9udn41.5%
13.3254.82.8

5.

7Yahoo!

6.

ETtodayMSN
34ETtoday65.6%3553.4%

The Power of Like


: comScore, July 2011 & June 2012

The Power Of Like Facebook 50


marcom@ixresearch.com

The Power of Like

comScore Social Essentials Facebook 2011


5 Facebook reachfrequency

Facebook 1.6 90%


Facebook (comScore)

Facebook
Sponsored Stories ad unit

Facebook 1/4
40-150 (
comScore)

Facebook

34

Facebook

2
comScore Social Essentials comScore
ex.

1.

Page Publishing

2.

Stories about Friends

3.

Sponsored Stories
Stories about Friends

4.

Ads with Social


1.

Fans

2.

Friends of Fans

3.

Non-Fans

Facebook
Facebook 1.6 3/4
Facebook comScore 2011 5 Facebook
Newsfeed27%
21%
17%

10%

Facebook

Southwest Airlines Bing

Facebook
Facebook
16%

Facebook

34
81
social proximity

Bing

Southwest Airlines Bing


64%
fan base
Southwest Airlines Bing

GRPs
Facebook
GPRs

Facebook GPRs 17.3 GPRs 5.7


GPRs 11.6Southwest Airlines GPRs 2.0 Bing GPRs 2.7

40% 25 18-24
26.5% Bing 40% 25 18 18-24
Southwest Airlines 52.0% 35

20%18-24
31%

Bing

Southwest Airlines

Facebook
Facebook 2011 5
comScore Facebook 7

comScore

30%Southwest Airlines
Bing

1.

2.

3.

Facebook

418% 230%Southwest
Airlines 362% Southwest Airlines 165%
Bing 55% 33%


2011 5
8% 11%

Facebook

Southwest Airlines
Southwest Airlines 2011 5 Southwest
Airlines 2.7% Southwest Airlines 12.4%
Southwest Airlines 7.1%

Southwest Airlines

Bing
Bing Bing.com Bing
68% 27%

Bing


Facebook

The Power of Like 2

Facebook

1.

(Reach)

2.

(Engagement)

3.

(Amplification)

Facebook 0.5 2.0 50-200%

Facebook

Facebook (earned media)


(test vs. control methodology)

Facebook

Facebook 2012 3 15.2%


&
(40.9%)(26.9%)

Facebook

Facebook

DoubleClick 0.1% 1%

Facebook

2011
AmazonBest BuyTarget Walmart

Facebook
Black Friday

Cyber Monday
2011 11 30 2011 10 19
0.31 0.50
0.67 1.76 2.2

2011 11 12

Amazon Amazon
spending index=209
8%spending
index=108 Amazon

Best BuyTarget
Walmart
Best Buy
204

&
Chief Marketer 2011
60% 25%

Facebook

90%
2.12 1.54 0.58

38%2.12 1.54

Target
Target
Target
Target 19% 99%

Target 27%

Facebook
Facebook
comScore

Facebook Faceboook
Facebook
95%

1.27% 16% 1.47%


56% 0.39% 0.61%

Facebook

Facebook

ex. 4P
ex. Facebook

(GRP)
GRPGross Rating Point
GRP

IX -

2012 8 11 8 13

1,918
69.2

41%
App
28%
69.2
9.9
29.7 24.6
5.0

()

9.9

14.3%

29.7

42.9%

24.6

35.6%

app

5.0

7.3%

69.2

100%

Aug 2012

App
40
91 20 24
41

()

19

63.7

20-24

41.5

25-29

47.1

30-34

73.0

35-39

63.7

40

91.0
Aug 2012

24

App
App

App


20.9%

70%
30%

84%
(75%)(73%)

57%
25%

5 3.1

3.43

3.25

//

3.14

3.13
Aug 2012

App

1.

81% 80%
41% 28%

2.

69
30 25 10 5

3.

21%

4.

70% 30%

5.

(84%)(75%)
(73%)(62%)

6.

57%
(25%)

7.

app

(IX Survey )

15

2012/08/11~2012/08/13

N=1,918 2012 07

993

51.8%

925

48.2%

19

383

20.0%

20-24

208

10.8%

25-29

230

12.0%

30-34

259

13.5%

35-39

230

12.0%

40

608

31.7%

927

48.3%

460

24.0%

531

27.7%

Aug 2012
Base N=1,918

App

2012 08 App

(IX Survey )

2012/08/11~2012/08/13

536

App

Smart Phone Tablet App


App
App
08 11 08 13 536
App$NT 30
App

app

App v.s. App

App

App

App Yahoo!

App

App 52% NT$30


App NT$31~60
27%(
37%

NT$11.7

App

App(58%)
(54%)
(50%)(50%)app

A New Kind of Visual News

YOUTUBE & NEWS

See a visual discussion of the findings.


2011 3 11 9.0
18000 1.8
YouTube YouTube
96

YouTube 2011 2012 YOUTUBE


15 5

YouTube
YouTube

Pew YouTube 15 2011 1


2012 3 YouTube 260

YouTube

YouTube

70 YouTube 15
260 5
54

YouTube 2011 YouTube

3951

5 5

39
YouTube

YouTube
58 42

65 39

5%
65%

YouTube
2 1 41

YouTube 29
213318

YouTube
20 96
3

YouTube

YouTube
2011
Youtube

YouTube YouTube
YouTube

2006 33% 2011 71%

YouTube2009
Youtube70

YouTube
YouTube

http://www.journalism.org/analysis_report/youtube_news

State of the News Media 2012 shows audience growth for


all platforms but newspapers

2012

Web
APP
APP 81% APP

(AppleGoogleFacebook Amazon Yahoo)

( BLOG )
Rick Edmonds Jeff Sonderman

9%( 2008
)

( 25
)


FACEBOOK

35%
50

4%

2011

- (17.2 %)
(4.5% )(
1%)(-0.05% -4.0%)

2012

http://www.poynter.org/latest-news/mediawire/166874/state-of-the-news-me
dia-2012-shows-audience-growth-for-all-platforms-but-newspapers/

2012 7

2012 7

//

Facebook

App

Facebook follow Open Graph Facebook


App

Wallaby

Wallaby

Photo123
25

LittleMonsters.com

BarkBox 170

BarkBox 4 170

Tipflare

Google

GOMAJI GROUPON

GoodLife

Pinterest GoogleTwitterBing StumbleUpon

Shareaholic Pinterest referral traffic


TwitterGoogleBing StumbleUpon

Mashable

Gmail
Google Gmail

SMS

YouTube

YouTube blurYouTube
Blur All Faces

Hotmail Outlook.com

Gmail Hotmail Hotmail

Vayable

Vayable

Google

Google 15 x 7 105
Google

62

2007 aQuantive 62
4 6 4 20

Twitter SenseNetworks

Twitter

iTunes Store

iPhoneiPad App Store


iOS

12 iTunes Store

Windows Phone

2010 10 Windows Phone Microsoft

BBC

BBC

Pinterest

Pinterest Pinboard

SEO

3.5 Google SEO 9 SEO

LinkedIn Digg.com

Betaworks Web2.0 Digg.com

Fancy

Pinterest Fancy

Apple

60% Apple

YouTube

YouTube

SCT

IBM 2012 1 2
14% 15.1%
2.4% 1.9%

Line 5000

Line App

YouTube

YouTube 1.5

31 30 80

Monetate

Facebook

GOMAJI GROUPON

GoodLife

Pinterest GoogleTwitterBing StumbleUpon

Shareaholic Pinterest referral traffic

TwitterGoogleBing StumbleUpon

Facebook

Facebook Depression Facebook

G+

Google Google Inc. Google+G+

58% 4

TBG

APP

Velti

Facebook

AdParlor Facebook

Adeven 65 App
40 App zombie app


(ARO Panel)
NetRoverTMAccess Rating Online (ARO
)
(Internet Audience Measurement)
2011 comScore ARO
comScore

IX Survey panel
CyberPanel-Taiwan IX Survey

ARO / comScore Survey

[]
EMAIL marcom@insightxplorer.com
TEL 02-33222882