comScore and Facebook offer free social marketing report

comScore Inc., Reston, Va., and Facebook released the second white paper in The Power of Like series, “The Power of Like 2: How Social Marketing Works,” including original analysis demonstrating ways in which exposure to earned and paid media on Facebook drives behavioral lifts in purchase behavior. The analysis leverages data and insights from the comScore Social Essentials and comScore AdEffx products. It is available as a free download.

According to the report, brands can maximize the impact of their social marketing programs on Facebook by leveraging a framework that helps them move beyond Fan acquisition to delivering reach, impact, and measurable marketing ROI. Using the Brand Page as a control panel for creating social marketing programs, brands should focus on benchmarking and optimizing on the following dimensions to deliver against their broader marketing objectives:

  • Fan Reach – Exposure in the News Feed
  • Engagement – Fans interacting with Brand Page marketing content
  • Amplification – Viral delivery of marketing content from Fans to Friends of Fans

Most leading brands on Facebook achieve a monthly Amplification Ratio of between 0.5 and 2.0, meaning that they extend the reach of their earned media exposure of Fans to Friends of Fans by 50-200 percent. These ratios can be increased to improve brand reach by focusing on tactics to optimize Fan Reach and Engagement or by supplementing with paid advertising strategies.


comScore reports fourth-quarter retail e-commerce up 14 percent

comScore Inc., Reston, Va., estimated fourth-quarter U.S. retail e-commerce sales estimates of $49.7 billion for the quarter, up 14 percent versus year ago, representing the ninth consecutive quarter of positive year-over-year growth and fifth consecutive quarter of double-digit growth rates. For the entire 2011 year, U.S. retail e-commerce spending reached a record $161.5 billion, marking a 13-percent increase from 2010.

The fourth quarter of 2011 capped off what was yet another strong year for online retail, one in which every quarter achieved double-digit increases versus the prior year,” says Gian Fulgoni, chairman, comScore. “In the face of continuing uncertainty regarding the U.S. economy, consumers increasingly went online for their shopping needs. Price and convenience continue to be the critical value drivers for e-commerce, and unless those conditions change we can expect to see more channel-shifting to online in 2012 and perhaps even an acceleration in the current growth trend.”

The top-performing online product categories were: Digital Content & Subscriptions, Jewelry & Watches, Consumer Electronics, Toys & Hobbies, and Computer Software. Each category grew at least 18 percent vs. year ago.

Fifty-two percent of e-commerce transactions included free shipping, representing an all-time high. Smartphones and tablets played a growing role in online shopping, with consumers increasingly using smartphones to check prices and product features while physically in a retail store, according to comScore.

Final push propels U.S. online holiday spending to $35.3 billion

comScore Inc., Reston, Va., reported holiday season retail e-commerce spending for the first 56 days of the November – December 2011 holiday season. For the holiday season-to-date, $35.3 billion has been spent online, marking a 15-percent increase versus the corresponding days last year. The most recent week (ending Dec. 25) witnessed $2.8 billion in spending, an increase of 16 percent versus the corresponding week last year.

“Holiday e-commerce spending has remained strong throughout the season, and we have now reached a record $35 billion in U.S. online sales for the season-to-date,” says Gian Fulgoni, chairman, comScore. “We can now say with certainty that the $1.25 billion spent on Cyber Monday will rank it as the heaviest online spending day of the season for the second consecutive year, but we should also note that it was accompanied by nine other billion dollar spending days this year.”


ComScore: Heaviest week in U.S. online shopping history

For the 2011 holiday season-to-date, ten individual days have surpassed $1 billion in online retail sales.

comScore Inc., Reston, Va., reported holiday season retail e-commerce spending for the first 48 days of the November – December 2011 holiday season was nearly $32 billion, a 15-percent increase versus the corresponding days last year. The most recent week (week ending Dec. 18), led by four individual days surpassing $1 billion in sales, reached an all-time record of $6.3 billion in online retail spending, up 14 percent from the corresponding week last year. The final shopping weekend before Christmas reached $1.04 billion to rank as the second heaviest weekend of online spending on record.

“The final big week of online holiday shopping remained strong throughout, with four days surpassing $1 billion in sales and the second heaviest online shopping weekend on record,” says Gian Fulgoni, comScore chairman. “With only a few more days until Christmas, the preponderance of Americans’ late season holiday shopping will shift to brick-and-mortar retail, although the procrastinators among us will still be able to take advantage of expedited shipping and buy online up to and including the day before Christmas Eve with the guarantee of having their gifts delivered in time for the holiday. In total, we will see another $5 or $6 billion in e-commerce spending over the remainder of December to finish off what has clearly been an outstanding season for online retailers.”

For the 2011 holiday season-to-date, ten individual days have surpassed $1 billion in online retail sales. Cyber Monday (Nov. 28) currently ranks as the heaviest online spending day of the season – and in history – at $1.251 billion. Monday, Dec. 5 ranks second at $1.178 billion, followed by Green Monday (Dec. 12) in third with $1.133 billion. Free Shipping Day (Friday, Dec. 16) ranks sixth at $1.072 billion.

Smartphone adoption reaches 40 percent of Canada’s mobile market

comScore Inc., Reston, Va., released data from the comScore MobiLens service, reporting key trends in the Canada mobile phone industry for September 2011. The September report found Samsung the top handset manufacturer overall with 25.2 percent market share, while RIM led among smartphone platforms with 35.8 percent share of that market segment.

OEM Market Share

In September, 20.1 million Canadians ages 13 and older used mobile devices. Device manufacturer Samsung ranked as the top OEM with 25.2 percent of mobile subscribers in Canada, followed by LG with 20.0 percent share and RIM with 14.3 percent share. Apple ranked fourth with 12.0 percent share of subscribers, while Nokia rounded out the top five at 10.1 percent.

Top Mobile OEMs

September 2011

Total Canada Mobile Subscribers (Smartphone & Non-Smartphone) Ages 13+

Source: comScore MobiLens

Share (%) of Mobile Subscribers
Total Mobile Subscribers 100.0%
Samsung 25.2%
LG 20.0%
RIM 14.3%
Apple 12.0%
Nokia 10.1%

Eight million people in Canada owned smartphones in September 2011, representing 40 percent of the mobile market in Canada, a gain of 7 percentage points in the past six months. RIM ranked as the top platform with 35.8 percent of the smartphone market, followed by Apple at 30.1 percent. Google Android gained ground among the competition by doubling its market share to 25.0 over the past six months. Symbian ranked fourth with 4.2 percent share, followed by Microsoft with 3.2 percent.

 Top Smartphone Platforms

September 2011

Total Canada Smartphone Subscribers Ages 13+

Source: comScore MobiLens

Share (%) of Smartphone Subscribers
Total Smartphone Subscribers 100.0%
RIM 35.8%
Apple 30.1%
Google 25.0%
Symbian 4.2%
Microsoft 3.2%

Canadians use their mobile devices to access a wide variety of content. In September, 67.4 percent of the total Canada mobile audience used text messaging on their mobile device, compared to 88.1 percent of the Smartphone audience. Downloaded applications were used by 40.9 percent of the total mobile audience, compared to 84.2 percent of smartphone subscribers. Mobile browsers were another popular way of accessing mobile content, used by 36.9 percent of the total audience and 74.8 percent of the smartphone audience. 39.5 percent of the total audience and 79.3 percent of the smartphone audience used their phones to stay up-to-date on the latest news. Other popular mobile behaviors included accessing maps (44.4 percent of smartphone subscribers), accessing bank accounts (28.8 percent of smartphone subscribers) and scanning QR codes (18.1 percent of smartphone subscribers).

The report ranked the leading mobile original equipment manufacturers (OEMs) and smartphone operating system (OS) platforms in Canada according to their share of current mobile subscribers ages 13 and older, and reviewed the most popular activities and content accessed via the subscriber’s primary mobile phone.