Comscore_2018

Global Digital Future in Focus2018 International Edition © comScore, Inc. Proprietary. 1

Introduction comScore productsThis report provides a snapshot of the global MMX Multi-Platform offers comprehensive reporting on more than 300,000 digital mediadigital landscape, using audience sizes, entities, including their un-duplicated audience size, demographic composition, engagement,demographics and behaviours across all digital performance within key user segments and behavioural trends. All of these metrics can beplatforms (desktop, smartphone and tablet) to compared across digital media platforms and can be used to understand incremental activityidentify universal trends and unique coming from each platform.characteristics of international markets. Mobile Metrix captures total mobile audience behaviour on browsers and apps acrossAll data comes from the comScore audience smartphones and tablets. With Mobile Metrix, publishers can demonstrate the value of theirmeasurement tools referenced across the page. mobile audiences, while agencies and advertisers can strategically plan and buy digitalFor more information on this report or comScore advertising on mobile platforms to achieve their campaign objectives.products, contact: [email protected] MobiLens® Plus matches quantitative observed behaviours with self-reported survey responses, connecting data about consumers’ mobile content consumption with purchase- intents, interests and device satisfaction. Video Metrix provides objective insights with the most accurate and comprehensive measurement of global online video activity. © comScore, Inc. Proprietary. 2

The State of Global DigitalA look at 13 global digital markets, examining key audience and consumptionindicators across desktop, smartphone and tablet devices © comScore, Inc. Proprietary. 3

Multi-platformers remain a majority in most markets% of Total Digital Audience by Platform (Desktop only, Multi-platform, Mobile only)100% Multi-platform users (those who access online content90% via desktop and smartphone80% / tablet in a month) remain the majority overall, with an70% average across markets of60% 46% of the total population.50% Mobile only usage now40% averages just above desktop30% only consumption with a cross-market average of20% 30%, driven heavily by large10% share in APAC markets, versus 24% for desktop only. 0% USA Canada France Germany Italy Spain UK Argentina Brazil Mexico India Indonesia Malaysia Source: comScore MMX Multi-Platform, Dec 2017 © comScore, Inc. Proprietary. 4

Mobile users consume more than 2x minutes vs. desktop usersAverage Minutes per User by Platform Desktop Mobile When looking at each region’s desktop users and7,000 mobile users separately,6,000 mobile users universally5,000 consume more digital4,000 minutes per person – more3,000 than double in the majority2,000 of countries.1,000 Argentina continues to 0 deliver the largest number of mobile minutes per user, while Canada has the highest level of per-user desktop consumption. USA Canada France Germany Italy Spain UK Argentina Brazil Mexico India Indonesia Malaysia Source: comScore MMX Multi-Platform, Dec 2017 © comScore, Inc. Proprietary. 5

Argentina has largest disparity between platform average minutesDifference in Average Mobile vs. Average Desktop Mins Per User7,000 As well as the greatest6,000 number of per user mobile5,000 minutes, Argentina also has the largest disparity between the two averages.4,000 Surprisingly, the US has the second-largest difference, even with the presence of an3,000 established desktop2,000 foundation that is less prevalent in other markets, which are often considered1,000 to have largely avoided the “desktop phase”.0 USA Canada France Germany Italy Spain UK Argentina Brazil Mexico India Indonesia Malaysia Source: comScore MMX Multi-Platform, Dec 2017 © comScore, Inc. Proprietary. 6

Smartphone takes largest share of global digital minutesShare of Total Digital Minutes by Platform (Desktop / Smartphone / Tablet)100% Smartphone is now the dominant platform in terms90% of total minutes across80% every market.70% This is most pronounced in60% India (89% of total minutes), and least noticeable in50% Canada where, thanks40% additionally to the largest30% share of tablet minutes (15%) seen in any of the20% markets shown, smartphone10% represents 43% of time, to desktop’s 42%.0% USA Canada France Germany Italy Spain UK Argentina Brazil Mexico India Indonesia Malaysia Source: comScore MMX Multi-Platform / Mobile Metrix, Dec 2017 © comScore, Inc. Proprietary. 7

Apps Account for Over 80% of Mobile TimeShare of Total Mobile Minutes by Browser / App 0% Mobile Browser Mobile App 80% 100% When considering mobile 20% 40% 60% (smartphone and tablet) USA 88% minutes in isolation, they Canada 85% are overwhelmingly France 89% dominated by appGermany 90% consumption – over 80% of 88% all mobile time in the Italy 88% markets considered for this Spain 83% report. 95% UK 91% Levels appear marginallyArgentina 94% higher in Latin America, with 89% Argentina, Brazil and Mexico Brazil 89% all falling within the top 5 of Mexico 92% the markets shown here. IndiaIndonesiaMalaysia Source: comScore Mobile Metrix, Dec 2017 © comScore, Inc. Proprietary. 8

What changed in 2017?How did adoption and usage of platforms, categories and apps change overthe course of 2017, and what might this mean for digital markets in 2018? © comScore, Inc. Proprietary. 9

Platforms’ market share continued to evolveShare of Total Digital Minutes by Platform (US)100% 11.5% TABLET 8.8% We showed earlier in this90% report that smartphone is the primary platform in all80% markets, but it is also worth noting that even in mature70% markets such as the US, this platform continues to60% 54.5% SMARTPHONE 61.9% squeeze share away from desktop and tablet.50% As we’ll see on the next40% slide, the past year has seen this effect to a different30% degree between markets.20% DESKTOP 29.3% 34.0%10%0% J FMAM J J A S OND J FMAM J J A S OND 2016 2017 Source: comScore MMX Multi-Platform / Mobile Metrix, Dec 2017 © comScore, Inc. Proprietary. 10

Smartphone share did not show a universally positive trendSmartphone Share of Total Digital Mins (Dec. 2016 vs. Dec. 2017) December 2016 December 2017 It is worth noting that the pattern exhibited by the US100% on the previous slide is not90% common to all markets.80% 70% Indeed, of the 8 markets for60% which comparable 2016 data 50% is available, Smartphone 40% share decreased in half of 30% them. This fact should not20% be taken in isolation 10% however, as it does not imply that smartphone 0% minutes decreased (rather that overall time grew, and USA faster on other platforms). Canada Italy Spain UK Brazil Mexico Indonesia Source: comScore MMX Multi-Platform / Mobile Metrix, Dec 2017 © comScore, Inc. Proprietary. 11

Size of ‘mobile only’ audience grew almost universallyPercentage Points Change in Reach of ‘Mobile Only’ Audience (Dec. 2016 – Dec. 2017) -4 -2 0 2 4 6 8 10 ‘Mobile only’ audiences are 4.6 now second only to ‘multi- USA 9.1 platform’ users in the Canada 4.8 9.0 majority of markets, and France appear to be increasingGermany -1.8 1.5 their reach among the -0.7 overall population in many Italy 5.2 markets. Spain 7.2Argentina Even a relatively short Brazil 6.3 period of 12 months has Mexico seen dramatic points India* -0.6 change in the percentage ofIndonesia 1.9 users who no longer featureMalaysia desktop in their roster of digital devices over the course of a month. *India data only available from Feb 2017. Comparison for India is Feb 2017 vs. Dec 2017 Source: comScore MMX Multi-Platform, Dec 2017 © comScore, Inc. Proprietary. 12

Video growth was led by, but not exclusive to, mobile devicesTotal Video Minutes for Top 100 Video Properties (US)Desktop Mobile Data from the US gives an indication of the growth of online video across all digital platforms, but most notably on mobile, which grew 3x as quickly as desktop over the past 12 +28% months. Video content providers and advertisers will be encouraged by growth on all platforms, but will be reminded that overlaps +10% between these platforms have significant impact on net reach and frequency.Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Source: comScore Video Metrix Multi-Platform, Dec 2017 © comScore, Inc. Proprietary. 13

Snapchat breaks into the top 5 apps in two major marketsTop 5 Apps by Reach USA Canada France Germany Italy Spain UK Google and Facebook Facebook Facebook Google Play Google Play WhatsApp WhatsApp YouTube continue to enjoy dominance YouTube FB Messenger Google Search WhatsApp Google Play YouTube Facebook of top 5 app charts aroundGoogle Search YouTube Google Search Google Search Google Play Google Search the globe, but Snapchat is aFB Messenger Google Search YouTube YouTube Google Search FB Messenger notable new entry in the Snapchat Google Maps FB Messenger YouTube Facebook Google Maps Snapchat rankings for two of the Facebook largest digital economies. Gmail It now ranks in 5th position Argentina Brazil Mexico India Indonesia Malaysia by reach, up significantly WhatsApp WhatsApp WhatsApp WhatsApp Google Play WhatsApp versus the same point 12 Google Play Google Play YouTube Google Play WhatsApp Google Play months previously, when it YouTube YouTube Google Play YouTube YouTube was 9th in the US and 16th inGoogle Search Google Search Google Search YouTube Google Search the UK.Google Calendar Facebook Gmail Google Search Facebook Gmail Google Search Gmail Source: comScore Mobile Metrix, Dec 2017 © comScore, Inc. Proprietary. 14

Number of sites / apps reaching 1 in 10 people (mostly) increasedCount of Entities with >10% Reach (Dec. 2016 vs. Dec. 2017) Dec 2016 Dec 2017 growth decline The theme of digital consolidation has emerged180 +2% -5% recently, which many160 suggest will impact the mid- to-long tail.140 -12% +22%120 More than half of markets demonstrated a positive100 year-on-year change to the number of properties80 -1% -43% achieving more than 10%60 +38% -11% reach, and in the cases of the biggest declines (Brazil40 +30% +3% +14% +3% +55% and Canada), we will see on the next slide that this does20 not necessarily indicate top- heaviness in that market.0 USA Canada France Germany Italy Spain UK Argentina Brazil Mexico India* Indonesia Malaysia *India data only available from Feb 2017. Comparison for India is Feb 2017 vs. Dec 2017 Source: comScore MMX Multi-Platform, Dec 2017 © comScore, Inc. Proprietary. 15

Encouraging growth for ‘non-duopoly’ propertiesTotal Minutes for Top 100 Properties (exc. Google Sites & Facebook) vs. Jan 2017120% Brazil +17% The previous slide showed two regions, Brazil and110% +2% Canada, with considerably100% Total Internet fewer entities achieving 10%90% reach than a year previously.80% Another way of examining Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec top-heaviness of a market is to compare the performance120% Canada of the top 100 properties, excluding the duopoly of110% +4% Facebook and Google. In both markets, these sites100% saw increases in consumption times ahead of90% -3% the overall market. Total Internet80% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Source: comScore MMX Multi-Platform, Dec 2017 © comScore, Inc. Proprietary. 16

As many predicted, Amazon gained significant ground% Change in Total Digital Population (Dec. 2016 vs. Dec. 2017) Google Sites Facebook Amazon Sites A final note on digital’s much-cited duopoly – many140 predicted that Amazon120 would gain ground in 2017.10080 In 8 out of 13 markets,60 Amazon saw proportionally 40 faster growth than both,20 although it must of course be noted that this was often 0 from a lower base. Only one-20 market (Brazil) saw a decline in Amazon’s total digital population.India* Argentina Spain Mexico Indonesia Malaysia France Germany UK Italy USA Canada Brazil*India data only available from Feb 2017. Comparison for India is Feb 2017 vs. Dec 2017 Source: comScore MMX Multi-Platform, Dec 2017 © comScore, Inc. Proprietary. 17

‘Mobile First’ RevisitedDigital time has shifted heavily to mobile platforms, but somemarkets retain desktop audiences that are equal or larger in size.Are there other ways in which we can define the concept of‘mobile first’ markets, categories and brands? © comScore, Inc. Proprietary. 18

Some desktop audiences remain equivalent or larger than mobileMobile Unique Visitors as a % of Desktop Unique Visitors Markets which have a mobile audience larger than its Markets where the mobile audience is equal to or While time has shifted to desktop audience – truly ‘mobile first’ smaller than the desktop audience mobile devices in all markets, the 13 examined in 397% this report divide into two400% almost evenly-sized groups in terms of their per-300% 249% platform audiences.200% 132% 127% 116% 114% 106% 100% 90% 90% 81% 68% 48%100% Disregarding overlap, there are 7 markets with more 0% mobile users than desktop, but still 6 in which the overall desktop audience remains equal or larger. India Indonesia Mexico Spain Brazil Italy Malaysia UK USA Argentina Canada Germany France Source: comScore MMX Multi-Platform, Dec 2017 © comScore, Inc. Proprietary. 19

Are mobile audiences duplicated or unique?‘Mobile-Firstness’ of Markets’ Total Digital PopulationsMobile Only % of Mobile 100% Smaller but largely Large, mainly exclusive mobile audience Of the markets with larger 80% exclusive mobile mobile audiences, there is audience INDIA another almost even divide on the relative overlap of INDONESIA mobile users with desktop. 60% MEXICO The data would suggest that in Mexico, Indonesia 40% Smaller mobile audience, BRAZIL Large mobile audience, but and India specifically, 20% heavily overlapped SPAIN heavily overlapped with desktop mobile has created ‘new’ ITALY digital audiences to a UK MALAYSIA greater extent than in the other markets with larger USA mobile audiences. FRANCE GERMANY CANADA ARGENTINA 0% 50% 100% 150% 200% 250% 300% 350% 400% 0% Mobile Audience as % of Desktop Source: comScore MMX Multi-Platform, Dec 2017 © comScore, Inc. Proprietary. 20

Site-level audiences reinforce the need for granular understanding‘Mobile-Firstness’ of Top 100 Properties (Mexico)Mobile Only % of Mobile 100% Smaller but largely Large, mainly exclusive mobile audience Applying the same filters to 80% exclusive mobile the top 100 properties (by audience reach) in a market such as Mexico, shows how ‘mobile 60% Large mobile audience, but firstness’ can be more 40% heavily overlapped with desktop dramatic at an individual property-level… there are 20% many brands that audiences visit almost exclusively on Smaller mobile audience, mobile platforms, despite heavily overlapped accessing others via desktop (as shown on the 0% previous slide, where 0% 50% 100% around half of mobile users are active on desktop also). 150% 200% 250% 300% 350% 400% Mobile Audience as % of Desktop Source: comScore MMX Multi-Platform, Dec 2017 © comScore, Inc. Proprietary. 21

Category FocusHow have overall digital consumption patterns influencedcontent categories? Where are users spending time, increasingconsumption and how are they balancing usage based on thebest available device for the job? © comScore, Inc. Proprietary. 22

Three subcategories capturing over a third of digital timeShare of Total Digital Minutes Multimedia Social Networking Instant Messengers In some markets, three60% subcategories capture more50% than half of all digital time.40%30% Multimedia (which includes20% several large video10% streaming services) and social networking drive the 0% largest share in most markets.USA Canada The relative scale of instant France messaging is particularly Germany noteworthy since the minutes typically come Italy almost exclusively from Spain mobile platforms. UK Argentina Brazil Mexico India Indonesia Malaysia Source: comScore MMX Multi-Platform, Dec 2017 © comScore, Inc. Proprietary. 23

Uneven growth even at a broad, category levelAverage YOY Point Increase in Reach for Selected Categories Across 8 Global Markets*30 27.8 The importance of mobile has had a profound impact25 20.5 19.3 on usage and growth for categories and20 18.1 15.6 subcategories. Even the selection included15 13.6 12.5 11.7 here exhibit dramatically different growth rates in10 9.6 9.3 8.4 7.6 5.0 average reach across markets. Instant messaging5 is an almost exclusively mobile activity, so0 impressive growth is tied heavily to that platform’s Personal Finance adoption. Rapid personal Retail – Apparel finance gains perhaps reflect increasing comfort Banking with mobile transactions. Retail – Food Tickets Newspapers Instant Messaging Automotive Travel Gaming Information Health Job Search Social Networking Source: comScore MMX Multi-Platform, Dec 2017 © comScore, Inc. Proprietary. 24

Platform Splits for selected categoriesShare of Category Minutes by PlatformDesktop mins Mobile mins The share of total minutes between desktop and UK INDIA mobile devices reveal global 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% trends (mobile-firstInstant Messengers Instant Messengers categories in one country Job Search Job Search often exhibit this preference Social Networking Social Networking globally), but can also Games Games unlock local preferences and Health Health nuances. Newspapers Newspapers Retail – Food Retail – Food Of the categories shown Banking Banking opposite, the Health category is significantly less mobile in India than in the UK, which can be related to the properties present in each market, as well as cultural preferences. Source: comScore MMX Multi-Platform, Dec 2017 © comScore, Inc. Proprietary. 25

Seasonality in UK digital consumptionTotal Minutes by Content Category (Index vs. Top Month, 2017)JANUARY NOVEMBER JULY Despite being arguably the most ‘always on’ medium, NEWS / INFORMATION RETAIL TRAVEL digital displays a surprising level of seasonality,J FMAM J J A S OND J FMAM J J A S OND J FMAM J J A S OND especially at a category level.MARCH AUGUST SEPTEMBER While some peaks in usage BANKING SPORTS SOCIAL NETWORKING are common sense (retail around holiday periods,J FMAM J J A S OND J FMAM J J A S OND J FMAM J J A S OND banking at end of tax year), it is interesting that less time-sensitive usage such as social networking is also relatively volatile in overall consumption. Source: comScore MMX Multi-Platform, UK, Dec 2017 © comScore, Inc. Proprietary. 26

Political events delivered major uplifts to digital consumptionReach of ‘News / Information – Politics’ Category (US / UK)80 (UK) BREXIT (US) PRESIDENTIAL (US) TRUMP (UK) GENERAL While some seasonality is ELECTION INAUGURATION ELECTION traditional, real-world70 REFERENDUM factors can dramatically +82% vs. avg +36% vs. avg +25% vs. avg +45% vs. avg shape consumption habits.60 The politics category in the UK almost doubled in reach50 US around the Brexit40 referendum in 2016, and30 UK other major political events in both the UK and US20 demonstrate dramatic changes in users’ adoption10 and consumption.0 J FMAM J J A S OND J FMAM J J A S OND 2016 2017 Source: comScore MMX Multi-Platform, Dec 2017 © comScore, Inc. Proprietary. 27

Seasonality in Brazil digital consumptionTotal Minutes by Content Category (Index vs. Top Month, 2017)JANUARY NOVEMBER MAY Compared to the patterns shown previously for the UK, NEWS / INFORMATION RETAIL TRAVEL Brazil exhibits differences in some categories based onJ FMAM J J A S OND J FMAM J J A S OND J FMAM J J A S OND different market conditions – Travel peaks earlier in May,MARCH JUNE JANUARY and Sport in June. Despite a Jan – Dec tax year, Brazil’s banking category also peaked in March, possibly due to the tax return deadline the following month. BANKING SPORTS SOCIAL NETWORKINGJ FMAM J J A S OND J FMAM J J A S OND J FMAM J J A S OND Source: comScore MMX Multi-Platform, Brazil, Dec 2017 © comScore, Inc. Proprietary. 28

Category Bias: Business / FinanceReach Among Desktop / Mobile Users for the ‘Business / Finance’ Category100 UK CANADA Examining reach among each country’s mobile and SPAIN desktop populations can be an indicator of platform bias USA for that particular content type.80 Business / Finance includes BRAZIL transactional functions suchMobile Reach as banking, as well as FRANCE financial information and60 INDIA ITALY news. Of the three MALAYSIA categories we will compare in this manner, it sees the ARGENTINA GERMANY largest number of markets exhibiting a desktop bias, perhaps due to residual concerns about security and privacy on mobile devices.40 60 Desktop Reach 80 100 40 Note: Indonesia not shown in the visual due to desktop reach of 28.3% below axis minor limit (mobile reach is 43.6%) Source: comScore MMX Multi-Platform, Dec 2017 © comScore, Inc. Proprietary. 29

Category Bias: RetailReach Among Desktop / Mobile Users for the ‘Retail’ Category SPAIN In the majority of markets,100 retail has higher proportional audience reach UK among mobile users than USA desktop, most notably in Spain, where 97.5% of FRANCE CANADA mobile users accessed the category in December 2017, INDONESIA and where there is a 16 point difference between the80 platforms.Mobile Reach INDIA BRAZIL MEXICO ARGENTINA60 GERMANY ITALY MALAYSIA40 60 Desktop Reach 80 100 40 Source: comScore MMX Multi-Platform, Dec 2017 © comScore, Inc. Proprietary. 30

Category Bias: News / InformationReach Among Desktop / Mobile Users for the ‘News / Information’ Category 100 MEXICO ARGENTINA SPAIN UK As a third category forMALAYSIA FRANCE USA CANADA comparison, news / BRAZIL information is often one of 80 INDONESIA GERMANY ITALY the highest-reaching categories on mobileMobile Reach INDIA devices, being accessed by more than 80% of users on60 those platforms in every market. Only Canada has (marginally) higher reach among desktop users, although the category experiences 95% reach on both.40 60 Desktop Reach 80 100 40 Source: comScore MMX Multi-Platform, Dec 2017 © comScore, Inc. Proprietary. 31

Demographics Categories (UK)Points Difference in Reach Within 18 – 24 / 25+ Age Demographics Ages 18–24 Ages 25+ Reach within a demographic is one way of mitigatingInstant Messengers 12.5 overall differences in Retail – Apparel 12.5 composition of a market. Portals 1.1 It also enables comparison Social Networking 0.4 of categories or individual Retail 0.4 properties to assess Travel patterns in age groups’ 1.5 digital consumption. Newspapers 2.0 Lifestyles 2.2 For the selected categories 2.8 shown in the UK, there are Retail – Food 3.0 some dramatic (10+ point) Sports differences in reach between 8.3 under- and over-25s. Real Estate 11.2 Banking 12.9 Automotive Source: comScore MMX Multi-Platform, Dec 2017 © comScore, Inc. Proprietary. 32

Demographics Categories (India)Points Difference in Reach Within 18 – 24 / 25+ Age Demographics Ages 15–24 Ages 25+ Applying the same comparison to the same Social Networking 9.8 categories reveals that India Portals 7.3 has less volatility between Retail 6.1 the two age breaks, 5.8 suggesting that digitalInstant Messengers 5.2 adoption for these Lifestyles 4.0 categories is more universal 2.2 than in the UK, although Retail – Apparel 1.8 reach among under 25s is Newspapers 1.5 higher for a larger number of Retail – Food 1.5 the categories. Travel Sports 1.1 Automotive 2.3 Real Estate 2.7 Banking Source: comScore MMX Multi-Platform, Dec 2017 © comScore, Inc. Proprietary. 33

Category CompetitivenessAudience Duplication as % of Total Category Users 1 site in category 2+ sites in category Duplication of audiences between sites in a category Canada India UK could provide an indication of loyalty and competition.100% 100% 100%80% 80% In all three markets shown,60% 80% 60% Newspapers had the 40% 40% highest proportion of users 20% 60% 20% visiting 2 or more properties, 0% suggesting users are less 0% 40% likely to be loyal to one provider – likely a factor of 20% multiple entry points via social etc. Banking is a 0% broadly ‘loyal’ category, with around 60% of users only Banking accessing one brand in the Apparel category. Newspapers Banking Apparel Newspapers Banking Apparel Newspapers Source: comScore MMX Multi-Platform, Dec 2017 © comScore, Inc. Proprietary. 34

Spotlight on AppsNow accounting for over 80% of mobile time, howhas the app market evolved in the past year? © comScore, Inc. Proprietary. 35

Four Categories Account for More Than 2/3 of App MinutesCategory Share of Total App Minutes Entertainment Social Media Instant Messaging Games Other Despite the number of apps available to mobile users,100% overall time has90% concentrated heavily into80% four categories, which 70% combine for more than two60% thirds of overall app time. 50% 40% Social Media has the 30% highest average share20% across all markets, although 10% Entertainment leads the way in both the US and Canada. 0% USA Canada France Germany Italy Spain UK Argentina Brazil Mexico India Indonesia Malaysia Source: comScore Mobile Metrix, Dec 2017 © comScore, Inc. Proprietary. 36

Social Networks’ Share of TimeShare of Combined Minutes for 4 Major Social Networking Apps Twitter Facebook Instagram Snapchat Facebook is the clear leader when examining the100% distribution of minutes90% between four key social80% networking apps, 70% particularly when combining60% Instagram into its overall 50% share. 40% 30% We’ve seen evidence earlier20% in this report of Snapchat’s 10% increasing reach, and it will be interesting to observe 0% how this translates into usage durations in 2018. USA Canada France Germany Italy Spain UK Argentina Brazil Mexico India Indonesia Malaysia Source: comScore Mobile Metrix, Dec 2017 © comScore, Inc. Proprietary. 37

Messaging Share of MinutesShare of Combined Minutes for 3 Major Instant Messaging Apps WhatsApp Messenger Facebook Messenger WeChat When it comes to instant messaging, WhatsApp100% messenger continues to90% reap the advantages of early80% adoption, dominating the 70% majority of markets.60% 50% Facebook Messenger has 40% however established greater 30% share in four markets, and20% this continues to be a 10% category to watch closely in 2018. 0% USA Canada France Germany Italy Spain UK Argentina Brazil Mexico India Indonesia Malaysia Source: comScore Mobile Metrix, Dec 2017 © comScore, Inc. Proprietary. 38

Gaming exhibits the biggest long tail of major app categoriesShare of Total Category App Minutes for Top 5 Properties (US)100% 93.9% 94.2% Of the four dominant app80% categories, Games are the60% 83.5% least reliant on the top 5 40% properties to deliver overall20% consumption minutes. It should be noted that this analysis refers to properties, including those that contain multiple apps such as Peak 34.1% Games and Zynga. The top 5 individual apps deliver just 14.7% of total category app minutes.0% Social Media Instant Messaging Games Entertainment Source: comScore Mobile Metrix, Dec 2017 © comScore, Inc. Proprietary. 39

Most popular categories get more popular (but not evenly)Average Change in Total App Category Minutes (Dec. 2016 vs. Dec. 2017)120% +42% +35% All four categories identified100% earlier in this section 80% +13% showed an average increase60% in total app minutes, with 40% +2% Entertainment and Instant 20% Games Messaging the clear leaders. 0%-20% Gaming, on the other hand-40% saw a notable slow-down,-60% with only 2% average growth, thanks to significant increases in Spain (excluding Spain the average would have been - 13%). Entertainment Instant Messaging Social Media Markets included, left to right: USA, Canada, Italy, Spain, UK, Brazil, Mexico, Indonesia Source: comScore Mobile Metrix, Dec 2017 © comScore, Inc. Proprietary. 40

Spotlight on VideoHow has video consumption shifted tomobile and multi-platform consumption? © comScore, Inc. Proprietary. 41

Mobile accounts for dominant share of video viewsShare of Top 100 Properties’ Videos by PlatformUSA Desktop Mobile UK Perhaps unsurprisingly, video views for the top 100 32% CANADA 31% properties in the three regions shown skew towards mobile devices, although by a smaller extent than overall digital minutes in all three markets.68% 69% 51% 49% Source: comScore Video Metrix Multi-Platform, Dec 2017 © comScore, Inc. Proprietary. 42

Digital video growth is geographically unevenTotal Minutes for Top 100 Properties by Platform Desktop Mobile Growth in consumption for the top 100 digital video USA UK properties varied +42% +10% considerably for the US and UK. +41% +24% The US saw similar growth +46% -12% in consumption on both Dec 17 Dec 17 desktop and mobile, combining for 4x faster growth than the UK, which saw a slight decline in desktop consumption for these properties.Dec 16 Dec 16 Source: comScore Video Metrix Multi-Platform, Dec 2017 © comScore, Inc. Proprietary. 43

Video Metrix Multi-Platform COMING SOONComing soon to more international markets, comScore Video Metrix® Multi-Platform delivers a single, unduplicated measure of digital video consumption across desktop, smartphone, tablet and over-the-top (OTT) devices.Premium video content and advertising can be planned, bought and sold across platforms using TV-comparable GRP metrics that measure audience engagement. © comScore, Inc. Proprietary. 44

Key Takeaways © comScore, Inc. Proprietary. 45

Key Takeaways1 Multi-platform consumption is still the norm, but “mobile only” is on the rise. Multi-platform users (those who access the internet via desktop and mobile in a month) still form the majority across markets, but the percentage of ‘mobile only’ users grew across the majority of markets over the course of 2017, surpassing 30% of users in nearly half of the markets considered.2 There is evidence of digital consolidation, but optimistic growth beyond the top. The categories and entities that account for large shares of (especially mobile app) time have consolidated, but there is evidence of growth outside the top entities in terms of both time and number of properties crossing the 10% reach threshold.3 Time has shifted to mobile, but some large desktop audiences impact ‘mobile firstness’. It can be easy to assume the shift of digital time to mobile has significantly shrunk the desktop marketplace, but from an audience point of view, many country / category desktop audiences remain larger, with corresponding considerations in reaching and marketing to these users.4 Entertainment and video flourish on mobile platforms. Entertainment, already one of the major app categories, saw the highest average percentage growth in app time across those four major content types. Video consumption is now heavier on mobile devices, and video minutes on mobile platforms grew rapidly in both the US and UK. © comScore, Inc. Proprietary. 46