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Canadian Digital Year in Review 2010 – comScore

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comScore has released their annual Canadian Digital Year in Review report (2010), The report consists of some excellent data which provides an overview of the digital landscape in Canada including Internet usage, video consumption, advertising effectiveness, and social media.

Below are some highlights that we found interesting.

YouTube accounted for the large majority of videos viewed online with more than 6.6 billion in Q4 2010. Blogs and Music sites posted the strongest gains.

Age segments 55+ had the greatest growth in regards to social networking engagement.

Canada ranks amongst the top of the world when it comes to online engagement.

175 Million U.S. Users Watched Online Video in October

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comScore stats for October show that 175 million U.S. Internet users watched online video content in October for an average of 15.1 hours per viewer.

Google Sites, YouTube, ranked as the top video site with over 146 million unique viewers. Yahoo! Sites followed Google with at #2 with more thatn 53 million viewers.

Top U.S. Online Video Properties by Video Content Views – Ranked by Unique Video Viewers
October 2010
Source: comScore Video Metrix
Property Total Unique Viewers (000) Viewing Sessions (000) Minutes per Viewer
Total Internet : Total Audience 175,186 5,473,282 908.0
Google Sites 146,346 2,019,298 271.6
Yahoo! Sites 53,839 233,098 30.3
Viacom Digital 52,885 176,457 53.7
VEVO 47,569 236,461 77.9
Facebook.com 47,423 162,402 17.1
Microsoft Sites 47,095 265,506 38.9
AOL, Inc. 43,381 195,946 22.9
Fox Interactive Media 38,478 187,204 16.5
Break Media Network 31,115 122,070 41.2
Hulu 29,650 182,404 207.8

1.9 Billion Video Viewer Sessions for Google in September

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According to comScore, Yahoo has regained the number 2 spot in regards to video content viewers (54.4 million vs. 52.2 million unique viewers). Microsoft Sites jumped 3 positions in September, securing fourth place with 45.5 million viewers. Google Sites had the highest number of overall viewing sessions with 1.9 billion and average time spent per viewer at 260 minutes.

Top U.S. Online Video Properties by Video Content Views: September 2010
Property Total Unique Viewers (000) Viewing Sessions (000) Minutes per Viewer
Total Internet : Total Audience 174,685 5,254,794 863.7
Google Sites 144,166 1,904,315 260.4
Yahoo! Sites 54,356 239,154 31.5
Facebook.com 52,174 202,813 18.5
Microsoft Sites 45,490 282,449 40.6
Fox Interactive Media 43,851 240,037 18.3
VEVO 43,650 208,442 73.3
Viacom Digital 33,570 72,095 46.7
NBC Universal 29,961 62,315 16.5
Hulu 29,890 145,070 162.6
Turner Network 27,195 91,836 25.4

Facebook Surpasses Google & Yahoo in Time Spent

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According to comScore (via MediaPost), Facebook has surpassed both Google and Yahoo in regards to total time spent by users. Facebook now leads the way with 41.1 billion minutes, with Google second at 39.8 billion minutes and Yahoo third, with 37.7 billion. This doesn’t surprise me considering that the purpose of Google is to push traffic to other sites while Facebook’s is to keep users engaged within its environment. You combine that with Facebook’s amazing growth and it’s a natural progression for Facebook to take over the #1 spot in time spent.

comScore Acquires NedStat for $36.7 Million – Who's Next?

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This past year has certainly been the year of analytics acquisitions. First went Omniture, next Coremetrics, then Unica and now NedStat. comScore has acquired Dutch web analytics software: NedStat, to unify their digital management platform. Nedstat went at a price tag of over $36 million. This move by comScore further proves the importance of measurement in online strategy, furthermore analytics as a part of of a holistic strategy which should include things like: voice of customer and competitive intelligence. comScore also purchased mobile analytics company: Nexius earlier this year – another complimentary product to web analytics.
Part of the Press Release below:

“The acquisition of Nedstat is another important step towards fulfilling our vision of making the Unified Digital Measurement platform the global standard for digital measurement,” said Dr. Magid Abraham, comScore President & CEO. “In addition, our clients are asking for a new class of business applications to maximize the monetization of their audiences using the UDM data we already collect.

“We are excited to join forces with comScore, a recognized global leader in digital measurement,” said Michael Kinsbergen, CEO of Nedstat. “comScore’s ‘Unified Digital Measurement’ platform presents a compelling vision of the future of digital measurement, and we are eager to play a vital role in helping to make that vision a reality. We believe that Nedstat web analytics can add substantial value for clients when combined with the existing comScore measurement platform.”
Upon the acquisition, Nedstat became a wholly owned subsidiary of comScore. Mr. Kinsbergen will be helping in the transition and will continue to be involved by joining comScore’s advisory board. In addition, Fred Appelman, Nedstat’s Chief Technology Officer, and Michiel Berger, Nedstat’s co-founder and Chief Innovations Officer, will join comScore in senior strategy and technology roles.

comScore believes that the Nedstat acquisition will contribute approximately $4 million of additional revenue for the remainder of 2010. comScore anticipates that due to transaction-related expenses and transaction-related accounting adjustments the transaction will be dilutive to 2010 GAAP and non-GAAP net income, but accretive to quarterly GAAP and non-GAAP net income within the first half of 2011.