MOBILE MEDIA VIEW INTERNET

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1 MOBILE MEDIA VIEW INTERNET GLOSSARY 2013

2 MOBILE INTERNET ACTIVE MOBILE INTERNET UNIVERSE People who are 13+ (15+ in Europe) and visited the Internet on a mobile phone in the past 30 days. ACTIVE REACH (%) The percentage of all active unique persons who visited the site on a mobile phone. Active is defined as anyone who visited the any site on the internet on their mobile phone in the past 30 days. AVERAGE TIME PER VISIT (MIN) The average time, in minutes, spent by person per site visit. AVERAGE VISITS PER PERSON The average visits per person per site in the past 30 days BRAND A Brand may be a branded subsidiary or a brand of a Property that has a consistent collection of branded content of the Internet. The Brand s individual identity must be conveyed consistently or prominently throughout the Brand as well as all Channels, which are in its consolidation. Consistent and prominently displayed Brand identity and must have an obvious or apparent editorial consistency and an appropriate name or label. The Brand classification is flat and does not detail the hierarchal relationship between other Brands. A Brand will be placed into a Category for comparison. A Brand may be a subsidiary or operating unit if it is cohesively branded To prevent double counting, a Channel may only exist globally in one Brand, and/or Parent. 2 VISIT OR CALL

3 CHANNEL A Channel is the lowest level of the hierarchical structure. Channels can be loosely defined as destinations on the web where editorial consistency is focused on specific viewer interest such as auctions or weather. The Channels will be named according to user experience and content type. Each Channel must have an obvious or apparent editorial consistency and an appropriate name or label. A Channel is a mutually exclusive subset of audience interest within an owner s total offering. An overriding principle of content classification will cause the elimination of audience double counting. All Channels will be assigned to a Category in our category reports as defined by Nielsen Online s MarketView with guidance from representatives of the Subsidiary or the Property when appropriate. To prevent double counting, a Channel may only exist globally in one Brand, and/or Parent. COMPOSITION INDEX An index of the composition % for the selected target among visitors to a specific Website compared to the composition % for the same target among total Mobile Internet audience over that time period. For example, The index for females going to Site A for the month of February is 110, indicating that 10% more females went to that Site than was expected given the percentage of active female users that month. CUSTOM ROLLUP A Client-specified aggregation sites. These do not have any set branding rules. Some Clients choose to build a Custom Rollup that can reflect their total audience more accurately than our hierarchy. For instance a custom rollup may be necessary if there is not an ownership or traffic assignment claim on a site s traffic despite serving ads on those pages. IM APPLICATION COMPOSITION % The number of unique persons falling into a specific demographic target expressed as a percentage of the total number of persons visiting the site or using the application. For example, 45% of the persons that went to Site A during the month of December were women. IM Applications such as Yahoo! Messenger, Windows Live Messenger etc. MOBILE SUBSCRIBER PENETRATION (%) The percentage of All Mobile Subscribers who visited a Site within the past 30 days. Copyright 2013 The Nielsen Company 3

4 TOTALWEB PARENT The Parent can be described as a company that owns enough voting stock in another firm to control management and operations by influencing or electing its board of directors. The Parent company is a consolidation or group of domains and URLs that are owned by the company, the company s subsidiaries and operating units. UNDUPLICATED AUDIENCE Total number of unique persons (18+) who have visited a website (or used an application) at least once on either a PC or a mobile phone in the specified measurement period. Unduplicated Audience is calculated by adding the PC and Mobile Audience and subtracting the Overlap Audience. RANK The ranking of the metric for the specified time period. TARGET (DEMOGRAPHICS) The specific values or segments within a demographic category. For example, males are a target segment within the gender category. UNDUPLICATED AUDIENCE The total number of unique persons that have visited any one, or more, of the Sites selected (applies to the Unduplicated Audience query in Select Views). UNIQUE AUDIENCE The projected number of unique persons 13+ (15+ in Europe) who visited the Site on a mobile phone in the past 30 days. MOBILE UNIQUE AUDIENCE Total number of unique persons (18+) that have visited a website or used an application on a mobile phone at least once in the specified measurement period. The Mobile Audience metric is sourced from survey data. PC HOME UNIQUE AUDIENCE Total number of unique persons (18+) who have visited a website or used an application on a PC at home at least once in the specified measurement period. The PC Audience metric is sourced from Nielsen Online s NetView report. MOBILE LIFT % An index of the mobile-only visitors to a specific website compared to the audience for the same target website for PC visitors. Mobile Lift is calculated by subtracting the PC Audience from the Unduplicated Audience and dividing by the PC Audience. Read as: The Mobile Audience of site Y lifts PC Audience by X percent. 4 VISIT OR CALL

5 UNDUPLICATED REACH The percentage of the Total Unduplicated Unique Audience who visited a website or used an application on either a PC or a mobile phone in the specified measurement period. Read as: X percent of the Unduplicated Mobile and PC Home Audience has visited or used site Y in the past 30 days. MOBILE REACH The percentage of the Total Mobile Unique Audience who visited the site in the specified measurement period. Read as: X% of the Mobile audience has visited or used site Y in the past 30 days. PC HOME REACH The percentage of the Total PC Unique Audience who visited the site or used the application in the specified measurement period. Read as: X percent of the PC Home Audience has visited or used site Y in the past 30 days. MOBILE AND PC OVERLAP AUDIENCE The total number of unique persons who have visited a website or used an application at least once on both a PC and a mobile phone in the specified measurement period. The Overlap Audience is based on the Nielsen MegaPanel respondents reported use of a website on a mobile phone in the TotalWeb survey and their metered use of the site on a PC at home. MOBILE OVERLAP The percentage of the Mobile Audience that is an Overlap Audience. Read as: X percent of website Y s mobile visitors are also PC visitors. PC OVERLAP The percentage of the PC Audience that is an Overlap Audience. Read as: X percent of website Y s PC visitors are also mobile visitors. MOBILE TO PC REACH INDEX An index of the reach percentage of mobile visitors to a specific website compared to the reach percentage for the same target website for PC visitors. This index is calculated by dividing the Mobile Reach by the PC Reach and multiplying by 100. For an index of 110, read as: The Mobile Reach of site Y was 10 percent greater than its PC Reach. Copyright 2013 The Nielsen Company 5

6 ABOUT NIELSEN Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit Copyright 2013 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. 6 VISIT OR CALL