Fastest Growing Retail Product Categories Boast Greatest Share of Mobile Spending
From looking at the share of online spend by platform, there is a huge amount of variation from category to category. Generally speaking, consumers are much more likely to make a purchase on their phone or tablet in categories with relatively inexpensive and lower consideration products. For example, a movie ticket is an inexpensive purchase with low risk (two hours of your time), whereas a new computer can run hundreds or thousands of dollars and typically involves a fair amount of customization and choosing of product specs. Consequently we see that mobile drives 36% of spending in the Event Tickets category vs. just 8% in the Computer Hardware category.
Elements for a successful online measurement
After a series of big changes in digital measurement over the last couple of last months, we talked with Ivan Marchant, VP Peru, Mexico and Central America, comScore, Inc. about some important issues, like what are the different measurement methodologies used in the digital global marketplace and the tools which help these measurements.
The Next Frontier in Cross Media Measurement
One year ago at i-com, comScore and Kantar Media unveiled the first outcome of our strategic alliance to provide world class cross-media audience and campaign measurement capabilities to markets around the world. The industry expressed significant interest in the partnership and our executive briefing allowed us to share our roadmap, which identified Spain as the pilot market, and create a vision of what is possible when you bring together the leading experts on TV and internet audience measurement.
Kantar and comScore expand upon partnership, add SimilarWeb
Since early 2015, Kantar and comScore have been collaborating in international markets, bringing together our expertise in technology, complementary data assets and consumer panels to develop world-class solutions in cross-platform audience and campaign measurement, brand measurement and sales effectiveness. We are now expanding this partnership to the North American market. As part of this effort, Kantar will transition clients and employees from its Millward Brown Digital Intelligence unit (formerly Compete) to comScore, and we will make our comprehensive digital behavioral data available, via license, to Kantar companies.
Understanding CNN's Unduplicated Cross-Media Audience Footprint
As one of the first adopters of comScore Xmedia, CNN is an ideal initial case study because the brand has a substantial audience footprint on TV, desktop and mobile. While CNN of course delivers video across each of these channels, this particular analysis goes beyond video to include audiences that visit any content under the CNN banner: on digital, that means any visitor to the CNN website and/or mobile app.