Connected Devices are Mobilising a New Revolution in Digital Consumption

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Keynote from M-Days 2012 …

Keynote from M-Days 2012
How Connected Devices are Mobilising a New
Revolution in Digital Consumption - Insights into Europe’s Connected Consumer
by Jeremy Copp, Vice President Mobile Europe
Blog by Messe Frankfurt for the Digital Business:
http://connected.messefrankfurt.com/en/

More in: Technology , Business
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  • 1. How Connected Devices are Mobilising a NewRevolution in Digital ConsumptionInsights into Europe’s Connected ConsumerJeremy Copp, Vice President Mobile Europejcopp@comscore.com, +44 7876 567742
  • 2. Agenda– Mobile Landscape  Devices & Platforms  From Phones Towards Connected Devices Mobile Media  What? Content Consumption  When? Usage Patterns  Who? Demographics Takeaways © comScore, Inc. Proprietary and Confidential. 2
  • 3. Mobile LandscapeDevices & PlatformsFrom Phones Towards Connected Devices © comScore, Inc. Proprietary and Confidential. 3
  • 4. Smartphones Penetration Continues To Grow in EU5 The installed based of smartphones has seen a 31% YoY increase in 2011 to 101 million, whereas non-smartphones share has dropped 20% to 136 million. The number of Android and Apple smartphones saw huge rises of 302% and 52% respectively, whilst other platforms lost share. EU5 Smartphone Penetration Trends Smartphone 30% Smartphone Non- Non- 42% Smartphone Smartphone 70% 58% Nov 2010 Nov 2011 (233 million) (237 million) (101 million) © comScore, Inc. Proprietary and Confidential. 4 Source: MobiLens™. Data based on three month moving average to Nov 11 for UK, France Germany, Italy & Spain
  • 5. Smartphone Growth throughout Europe Product: MobiLens Data: Three month average ending October 2010 vs October 2011 © comScore, Inc. Proprietary and Confidential. 5 Country: EU5, N= 67,792
  • 6. More Than Smartphones: the Tablets are Coming A quarter of smartphone owners own a tablet device across EU5 with ownership highest in the UK. iOS leads the tablet market by a clear margin with almost 10 million iPads, followed by 5 million Android Tablets. (23%) (26%) (24%) (24%) (22%) © comScore, Inc. Proprietary and Confidential. 6 Source: MobiLens™. Data based on three month moving average to Nov 11 for UK, France Germany, Italy & Spain
  • 7. Mobile MediaContent ConsumptionUsage PatternsDemographics © comScore, Inc. Proprietary and Confidential. 7
  • 8. Smartphones and Tablets Are Generating More Internet Traffic Internet Traffic By Device Type Non-Computer Devices Contribute 5% of total Internet traffic in the EU5 The biggest component of this was mobile devices which drove 3.2% of total digital traffic followed by tablets generating 1.4%. The UK market showed the biggest share of non-PC Internet traffic, with mobile devices contributing over 5% and tablets 2%. © comScore, Inc. Proprietary and Confidential. 8 Source: Device Essentials™. Data based on three month moving average to Oct 11.
  • 9. Smartphone Adoption Drives Growth in Mobile Media Consumption  More than 45% of the EU5 mobile audience now use Mobile Media, a growth of 20% in the past year to more than 106 million people in November 2011.  The growth in Mobile Media is largely attributed to the increase in Smartphone adoption who were 70% more likely to use connected media. Total Users of Connected Media EU5 Non- Non- Smartphone Smartphone 44% 28% Smartphone Smartphone 56% 72% Nov 2010 Nov 2011 (85 million) (106 million)Mobile Media User = Used browser, application, native email, stream or download music (76 million)and broadcast or on demand video (does not include SMS) © comScore, Inc. Proprietary and Confidential. 9 Source: MobiLens™. Data based on three month moving average to Nov 11 for UK, France Germany, Italy & Spain
  • 10. PCs for Lunch, Tablets for Dinner on Weekdays Most tablet activity was observed in the late evening between 9pm and 11pm. Otherwise mobile and tablet consumption patterns were similar with mobile traffic showing peaks during typical commuter travel hours (around 9am and 6pm). Computer-based traffic had its highest relative consumption during typical office hours, spiking around lunchtime. Product: Custom Analytix Data: 7 December 2011 © comScore, Inc. Proprietary and Confidential. 10 Country: EU5
  • 11. Weekend Activity Closely Aligned Usage patterns of all three devices align more closely with one another at weekends. Two spikes occurred on the Saturday analysed at around 11am and 6pm. Product: Custom Analytix Data: 10 December 2011 © comScore, Inc. Proprietary and Confidential. 11 Country: EU5
  • 12. Search & Social Networking Most Popular Media Genres Around 65% of smartphone owners use connected applications and browse the web. Browser still the dominant access method for all categories with Search, Social Networking and News the most popular activities. For connected applications Social Networking usage increased 108% and was the most used in 2011, followed by Weather and Maps. Top 10 Applications Used EU5 (millions) Top 10 Browser Categories EU5 (millions) © comScore, Inc. Proprietary and Confidential. 12 Source: MobiLens™. Data based on three month moving average to Nov 11 for UK, France Germany, Italy & Spain
  • 13. What’s Going on With Social Networking Sites in the EU5 Region? Almost half of smartphone owners (45 million) access social networking sites in a month, with 52% of those accessing daily. By far the most popular activity is reading posts from friends or family, followed by posting an own status update and following a posted link to a website. iPhone users demonstrate the highest propensity, 64%, to access social networking, with 61% of those accessing daily. Social Networking Activity on Smartphones EU5 Social Networking Access by Platform © comScore, Inc. Proprietary and Confidential. 13 Source: MobiLens™. Data based on three month moving average to Nov 11 for UK, France Germany, Italy & Spain
  • 14. Double-Digit Growth in All Mobile Retail and E-Commerce Categories Access to all types of retail and e-commerce services is increasing in popularity, 45% YoY.. Almost 15 million smartphone owners accessed auction sites such as eBay, growing 69% YoY and making up15% of the total Smartphone audience. The biggest rise was seen in online retail by 92% YoY. and was accessed by 14.7 million users, 15% of the smartphone base. Access to Retail / E Commerce Services (millions) © comScore, Inc. Proprietary and Confidential. 14 Source: MobiLens™. Data based on three month moving average to Nov 11 for UK, France Germany, Italy & Spain
  • 15. Smartphone Owners Becoming More Savvy Shoppers Many smartphone owners are using their phone in their shopping experience and product evaluations. A great number used their smartphones to find a store (17%), compare prices (14%) and research product features (13%) among other related activity.. Many smartphone users are uninhibited to find out more about products in store. Mobile Shopping Activities Activities In Store About A Product © comScore, Inc. Proprietary and Confidential. 15 Source: MobiLens™. Data based on three month moving average to Nov 11 for UK, France Germany, Italy & Spain
  • 16. Deal-A-Day Conquers Mobile in Europe  10.1% of EU5’s Smartphone owners used deal-a-day services in October 2011, which accounts for almost 10 million consumers.  21.6% of deal-a-day users accessed the service almost every day.  Groupon is by far the most popular brand among deal-a-day users with 57.5% reach. Top 5 Deal-a-Day % Reach Among Brands Deal-a-Day Users Groupon 57.5% LivingSocial 17.9% Groupalia 16.9% Daily Deal 6.1% Gilt Groupe 5.6% Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary and Confidential. 16 Country: EU5, N= 67,792
  • 17. Predominantly Young, Male Smartphone UsersSmartphone Owners Use Connected MediaFemale Male Female MaleAccess Social Networking Sites Do Mobile Shopping ActivitiesFemale Male Female Male © comScore, Inc. Proprietary and Confidential. 17 Source: MobiLens™. Data based on three month moving average to Nov 11 for UK, France Germany, Italy & Spain
  • 18. Takeaways © comScore, Inc. Proprietary and Confidential. 18
  • 19. Takeaways Connected devices continue to proliferate – Installed base of smartphones and tablets still on the rise. – Platform landscape dominated by Google Android and Apple iOS The market for mobile media in Europe continues to grow – Smartphones and tablets are contributing to increasing levels of online traffic. – Significant growth seen in connected application usage and web browsing. – Big trends in mobile social networking and search. Strong appetite for mobile shopping and eRetailing – Smartphone users can be savvy shoppers. – Smartphones being used in store and out of store to get for the best deals and be well informed about product features. Consider the market carefully – how will you reach your target audience? – The reality as revealed by measurement is often different from intuition © comScore, Inc. Proprietary and Confidential. 19
  • 20. Thank youAny Questions?Jeremy Coppjcopp@comscore.com