1. Digital Moms’ Online
Behaviors
Presented by: Tiffini Hiss | @tiffihiss
V.P. West Coast Sales

2. comScore’s Innovative Approach to Digital
Measurement
2 Million Person Panel PERSON - Centric Panel with
360°View of Person Behavior SITE - Census Measurement
Web Visiting
& Search
Online Behavior Online
& Offline Advertising
Buying Exposure PANEL CENSUS
Advertising
Transactions Effectiveness
Media & Video Demographics,
Consumption Lifestyles
PANEL & Attitudes
Unified Digital Measurement™ (UDM)
Mobile Internet
Usage & Behavior Patent-Pending Methodology
Adopted by 90%
of Top U.S. Media Properties
V1011

3. Digital Moms are among us…

4. Agenda
Who are digital moms?
The online behavior and
content consumption of
digital moms
Web :: Video :: Mobile
Key Takeaways

5. Who are “Digital Moms’?

6. Website
Consumption of
Digital Moms

7. Business/Finance and Technology Sites Index
High for Digital Moms
Top Site Categories Visited by Digital Moms
43,000 120
42,000
100
41,000
40,000 80
39,000
60
38,000 41,778 41,457 41,136 41,112
37,000 40
39,227
36,000 37,983
36,880 20
35,000
34,000 0
Total Audience Index of Moms Power (Index of Moms)
• Source: comScore Media Metrix, January 2012, Target: F, 18-54, with kids

8. Digital Moms Are More Likely to Visit
Apparel, Beauty/Fashion & Community Categories
of Sites
• Bullet point Site Categories Visited by Digital Moms
Top
40,000 160
35,000
– Sub Bullet 140
30,000 120
25,000 100
20,000 80
36,880
15,000 60
26,439
10,000 22,114 40
17,073 17,981
5,000 12,246 10,851 20
0 0
Target Audience Index of Moms Linear (Index of Moms)
• Source: comScore Media Metrix, January 2012, Target: F, 18-54, with kids

9. Social Networking….Beyond Facebook
10,000
8,000
6,000
4,000
2,000
-
TWITTER.COM LINKEDIN.COM Myspace (w/ history)
PINTEREST.COM TUMBLR.COM* Google Plus
33% 54% 69% 225% +4500%
• Source: comScore Media Metrix, February 2012, Target: F, 18-54, with kids

10. How Digital Moms Measure Up:
36% of people who say they use the internet 5 days a week/avg.
34% of people who send/receive > 200 emails per day
33% of people who used the Facebook App in the last 30 days
• Source: comScore Plan Metrix, January 2012, Target: F, 18-54, with kids

11. Moms Over-index in Retail, Community –
Family and Educational Specific Sites
Top Sites Visited by Top Sites Moms Over-Index
Moms 184%+
• Source: comScore Media Metrix, February 2012, Target: F, 18-54, with kids

12. Video
Consumption of
Digital Moms

13. Video is the Fastest Growing Online Ad Format
Online Video Ad Spend per Year (MM)
$6,000
2.5X
$5,000
$4,000
$3,000
$2,000
$1,000
$0
2011
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2012
2013
2014
Source: comScore Video Metrix, August 2011 and eMarketer, January 2010

14. 23 MILLION DIGITAL MOMS
in the United States are
going to watch
255 MILLION VIDEOS
TODAY
• Source: comScore Video Metrix, January 2012, Target: F, 18-54, with kids

15. Video Viewing Growth is Substantially
Outpacing Ad Spend Growth
Ad Spending per Year (MM) Videos per Year (MM)
$6,000 500000
450000
$5,000
400000
350000
$4,000
300000
$3,000 250000
200000
$2,000
150000
100000
$1,000
50000
$0 0
2011
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2012
2013
2014
Source: comScore Video Metrix, August 2011 and eMarketer, January 2010

16. Digital Moms are Spending More Time
Watching Online Video Versus a Year Ago
+57.6%
+25.6%
+7.8%
• Source: comScore Video Metrix, January 2012, Target: F, 18-54, with kids

17. Where are Digital Moms Watching Video?
Unique Viewers of Video Content
1 30.5M 6 8.4M
2 13M 7 7.8M
3 12.6M 8 5.1M
4 10.4M 9 6.2M
5 10.3M 10 5.3M
Source: comScore Video Metrix, February 2012

18. Entertainment Sites Attracts Digital Moms
who are Highly Engaged with Video
Videos/Viewer Minutes/Viewer
Entertainment Sites
(mom) (mom)
YOUTUBE.COM* 124.1 431.7
Sesame Media Group 56.2 25.5
Hulu 28.8 196.0
ABC Television 23.0 154.0
SPROUTONLINE.COM 21.6 38.0
Fox Broadcasting 20.8 60.2
Justin.TV 19.2 288.1
Disney Entertainment 16.4 25.4
VEVO 16.2 73.0
Viacom Digital 11.7 60.5
• Source: comScore Video Metrix, January 2012, Target: F, 18-54, with kids

19. Mobile
Consumption of
Digital Moms

20. How many moms have Smartphones?
30,000
65%
Unique Visitors (millions)
25,000
20,000
15,000
10,000
5,000
0
Smartphone…
* Source: MobileLens, Target: Mother, Smartphone [Platform]

21. Digital Moms access both web browser
content and apps on their mobile devices
Site/App Category Browser Access App Usage
Social Networking 21% 20% Facebook is the
#1 application
Weather 15% 19% and Google is
the #1 site that
moms use most!
Searching 25% 9%
Maps 11% 14%
*Source: MobilLens, Target: Mother, January 2012 (3 Mo AVG)

22. What are Moms Doing on their Mobile Devices?
Using
Texting 79% Photo/Video 52%
Services
Taking Photos 63% Email 40%

23. Moms Index High on Entertainment &
Lifestyle Mobile Sites
Total Audience - Moms
Mobile Brand
Moms (000) Index
Woman’s Day 550 239
Parents.com 512 216
Taste of Home 609 210
KRAFTrecipes.com 1,132 198
People 1,530 178
Good Housekeeping 852 172
Snapfish 389 172
BetterCrocker.com 1,316 172
*Source: MobileLens, Target: Mother, January 2012 (3 Mo AVG)

24. Key Takeaways & Findings
• Digital Moms index really well in
Apparel, Entertainment, Coupons, Beauty/
Fashion & Family Sites.
• Digital Moms are spending more time
watching video which is the fastest
growing online ad format
• Digital Moms are clearly leading the
charge for smartphone adoption.

25. Thank you!
Tiffini Hiss comScore Inc.
V.P., West Coast 11950 Democracy Drive, Ste. 600
650.244.5426 Reston, VA 20190
thiss@comscore.com 703.438.2000
NASDAQ: SCOR