Building More Informed Mobile Strategies- Device and User Insights for Publishers
TODAY’S PRESENTERS Hans Fredericks                                        Craig Besnoy VP, Mobile                         ...
Netbiscuits at a Glance  The global leader in software solutions for adaptive mobile web  experiences. Market Impact      ...
COMSCORE’S INNOVATIVE MEASUREMENT APPROACH     2 Million Person Panel                                      PERSON-Centric ...
Plan for Today Introductions The new digital landscape and consumer – the digital omnivore Smartphone user behaviors an...
The New Digital Landscape andConsumer – the Digital Omnivore       © comScore, Inc.   Proprietary.   6
DIGITAL CONSUMPTION USED TO BE FAIRLY SIMPLE…           © comScore, Inc.   Proprietary.   7
AND THEN MOBILE CHANGED EVERYTHING          © comScore, Inc.   Proprietary.   8
SMARTPHONE PENETRATION PASSES 50% SHARE In September 2012, 119 million Americans aged 13 and older owned a Smartphone, re...
EVEN MORE METEORIC RISE OF TABLETS                  100 MILLIONDevice Owners                  40 MILLION                20...
DIGITAL OMNIVORES RELY ON MULTIPLE DEVICES           © comScore, Inc.   Proprietary.   11
MULTI-DEVICE OWNERSHIP BECOMING THE NORM In June 2012, 35.5% of all U.S. Smartphone users also owned other connected devi...
TRAFFIC INCREASING ON CONNECTED DEVICES                           Trended Share of Web Traffic    100.0%     98.0%        ...
NON-PC SHARE OF INTERNET TRAFFIC UP 81% 12.1% of Web traffic came from non-PC devices in June 2012 – up 81% year over yea...
Smartphone User Behaviors andInsights      © comScore, Inc.   Proprietary.   15
COMMUNICATIONS AND NEWS ARE TOP CATEGORIES                                                                  Top 10 Smartph...
EMERGING RETAIL/COMMERCE, SOCIAL CHECK-IN    Top 10 Smartphone Categories by                Growth                        ...
SMARTPHONES ARE CHANGING COMMERCE  E-commerce and Related Services Accessed By % of Smartphone Users                      ...
CONSUMERS SHOP – AND BUY ON-DEVICE                           Shopping Activities with Smartphone                          ...
MOBILE SHARE OF E-COMMERCE GROWING Percentage of Total e-Commerce Dollars Spent via Mobile or Tablet Device               ...
SOCIAL, ENTERTAINMENT, GAMES LEAD ENGAGEMENT         Total Minutes (Billions) by Category, Browser/App Combined           ...
APPS DOMINATE TIME SPENT IN MOST CATEGORIES                        Top Smartphone Categories by UVs,                      ...
VARYING USE OF WEB/APPS IN NEWS/INFO CATEGORY                             Top Smartphone News/Info Properties,            ...
APPS DRIVING GREATER ENGAGEMENT                                                         Average Minutes per Visitor       ...
OPPORTUNITIES FOR PUSH AND CHECK-IN Have you used a retail app to alert you about coupons/deals based on                  ...
40% OF SMARTPHONE USERS WATCH MOBILE VIDEO     Mobile Video Audience Reach by          Video Category (000s)              ...
Usage And Behaviors AcrossDevices and Platforms      © comScore, Inc.   Proprietary.   27
TABLETS REINVIGORATING BROWSING                               Top 10 News & Info Categories                               ...
NEW CONTENT OPPORTUNITIES ON TABLETS                                             Reach of Top Tablet Categories           ...
TABLETS CAN EXTEND REACH                     Tablet Audience Advantage v. Smartphone                                   (Re...
TABLETS SURPASS SMARTPHONES ON ENTERTAINMENT          Monthly Penetration of Entertainment Activities                     ...
DIFFERENT CONSUMERS ON DIFFERING TABLETS             Apple vs. Amazon Owners – Metrics Comparison                         ...
DEVICES HAVE DIFFERENT ‘BIORYTHMS’          © comScore, Inc.   Proprietary.   33
Mobile Device Metrics       © comScore, Inc.   Proprietary.   34
Traffic Share of Top 25 Devices -- Global                                               Top 25 Global Devices by Traffic S...
Traffic Share of Top 10 Devices by Country                                                                        Apple/iP...
Traffic Share of Top 10 Devices by Region                                                                              App...
Smartphone OS Traffic Share – U.S.                                              Windows WebOS                             ...
Smartphone OS Traffic Share - Global                                   Windows                                    Mobile  ...
Smartphone OS Traffic Share – Eastern Europe                                     WebOS          Windows                   ...
Traffic Share by Device Type - Global                                                           eReaders   Consumer       ...
Traffic Share by Device Type – Central/South America                                                                   Con...
Traffic Share by Device Type – APAC (Developing)                                                                  Consumer...
HTML5 Readiness of Top 10 Devices – U.S.  With only 48%, the USA provides the lowest level of HTML5 readiness out of 7 glo...
HTML5 Readiness of Top 10 Devices – Singapore With a total of 66%, Singapore provides the best HTML5 readiness of all mark...
Best Practices For Your MobileStrategies       © comScore, Inc.   Proprietary.   46
Mobile Strategy Buy-In Success on mobile is achieved when the  entire organization is vested in your mobile  strategy Mo...
Everything is a Mobile Driver Traditional marketing communications must  have mobile elements to be effective. Assume th...
Mobile Optimization is a MUST Content built for your PC-based experiences was not designed to translate to a mobile devic...
Device Categories Create experiences that cater to each Device  category  – Smartphone  – Tablet  – Feature Phone  – Larg...
Mobile ROI The calculation of Mobile ROI should not be limited to  engagements that occur on a mobile device Activities ...
Optimize Your Mobile Advertising Be a device detective….you must know whether a device can handle rich  media, video, HTM...
Geo-content Identify opportunities to take advantage of GPS capabilities of smartphones and tablets to deliver geo-conten...
Key Takeaways and Wrap Up      © comScore, Inc.   Proprietary.   54
KEY TAKE AWAYS Ubiquity of smartphones has created a mobile audience of scale – And rapid rise of tablets adding new fuel...
COMSCORE MOBILE TAGGING Enable new multi-platform audience measurement for Media Metrix® Multi-Platform Demonstrate the ...
WRAP-UP AND Q&A                                  Hans Fredericks                                  VP, Mobile              ...
Thank You.             THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™
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Transcript of "Building more informed_mobile_strategies"

  1. 1. Building More Informed Mobile Strategies- Device and User Insights for Publishers
  2. 2. TODAY’S PRESENTERS Hans Fredericks Craig Besnoy VP, Mobile Managing Director and President, comScore, Inc. North America Netbiscuits © comScore, Inc. Proprietary. 2
  3. 3. Netbiscuits at a Glance The global leader in software solutions for adaptive mobile web experiences. Market Impact Supported by an extensive Global Partner Network 15,000 Developers using the platform Hosting over 110,000 web apps and sites Best Mobile Web Publishing Platform Leading Mobile Application Development Platforms 2012 Ranked in Gartner Magic Quadrant Since 2009 Frost & Sullivan European Best Practice Awards 2011 Best Mobile Apps Deployment Platform © comScore, Inc. Proprietary. 3 3
  4. 4. COMSCORE’S INNOVATIVE MEASUREMENT APPROACH 2 Million Person Panel PERSON-Centric Panel with 360°View of Person Behavior SITE-Census Measurement Web Visiting & Search Online Behavior Online & Offline Advertising Buying Exposure PANEL CENSUS Advertising Transactions Effectiveness Media & Video Demographics, Consumption Lifestyles PANEL & Attitudes Unified Digital Measurement™ (UDM) Mobile Internet Usage & Behavior Patent-Pending Methodology Adopted by 90% of Top U.S. Media Properties © comScore, Inc. Proprietary. 4
  5. 5. Plan for Today Introductions The new digital landscape and consumer – the digital omnivore Smartphone user behaviors and insights Usage and behaviors across devices and platforms Mobile device metrics Best practices for your mobile strategies Key Takeaways and Wrap Up © comScore, Inc. Proprietary. 5
  6. 6. The New Digital Landscape andConsumer – the Digital Omnivore © comScore, Inc. Proprietary. 6
  7. 7. DIGITAL CONSUMPTION USED TO BE FAIRLY SIMPLE… © comScore, Inc. Proprietary. 7
  8. 8. AND THEN MOBILE CHANGED EVERYTHING © comScore, Inc. Proprietary. 8
  9. 9. SMARTPHONE PENETRATION PASSES 50% SHARE In September 2012, 119 million Americans aged 13 and older owned a Smartphone, representing 51.0% of the mobile population. The total Smartphone audience increased 36.5% year-on-year. Growth of U.S. Smartphone U.S. Smartphone Penetration Installed Base 160,000 140,000# Phone Owners (000) Smartphone 120,000 51.0% Not 100,000 Smartphone 119.3 million 80,000 49.0% 60,000 +47% 40,000 20,000 Year on Year Growth 0 Smartphone Not Smartphone Source: comScore MobiLens, US © comScore, Inc. Proprietary. 9 Data: Three month average September 2011 – September 2012
  10. 10. EVEN MORE METEORIC RISE OF TABLETS 100 MILLIONDevice Owners 40 MILLION 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 © comScore, Inc. Proprietary. 10 Source: comScore MobiLens & TabLens U.S
  11. 11. DIGITAL OMNIVORES RELY ON MULTIPLE DEVICES © comScore, Inc. Proprietary. 11
  12. 12. MULTI-DEVICE OWNERSHIP BECOMING THE NORM In June 2012, 35.5% of all U.S. Smartphone users also owned other connected devices Smartphones, tablets, and other connected devices are changing the way consumers seek information, communicate, and engage online! 11.9% also own eReaders 4.5% also own other handhelds like portable gaming devices 25.5% also own tablets Source: comScore MobiLens, US Data: One month snapshot - June 2012 © comScore, Inc. Proprietary. 12
  13. 13. TRAFFIC INCREASING ON CONNECTED DEVICES Trended Share of Web Traffic 100.0% 98.0% 6% from Non- 96.0% PCs 10% from Non- 94.0% PCs 92.0% 90.0% Other 88.0% Tablet Mobile 86.0% PC 84.0% 82.0% 80.0% © comScore, Inc. Proprietary. 13 Source: comScore Device Essentials, U.S., June 2011 - June 2012
  14. 14. NON-PC SHARE OF INTERNET TRAFFIC UP 81% 12.1% of Web traffic came from non-PC devices in June 2012 – up 81% year over year Tablet share of traffic rising dramatically – up 173% year over year Share of Non-PC Device Traffic in the U.S. June 2011 June 2012 Mobile Mobile 4.5% 7.4% PC Non-PC Non-PC PC 93.3% 6.7% 12.1% 87.9% Tablet Tablet 4.1% 1.5% Other Other 0.6% 0.6% © comScore, Inc. Proprietary. 14 Source: comScore Device Essentials, U.S., June 2011 - June 2012
  15. 15. Smartphone User Behaviors andInsights © comScore, Inc. Proprietary. 15
  16. 16. COMMUNICATIONS AND NEWS ARE TOP CATEGORIES Top 10 Smartphone Categories 90,000 70.0% 61.6% 80,000 57.7%# Smartphone Owners (000) 54.3% 60.0% 52.1% 70,000 48.6% 49.5% 49.3% 43.8% 50.0% 43.5% % YoY Growth 60,000 39.9% 50,000 40.0% 40,000 30.0% 30,000 20.0% 20,000 10.0% 10,000 0 0.0% June 2011 June 2012 YoY Growth Source: comScore MobiLens, US © comScore, Inc. Proprietary. 16 Data: Three month average June 2011 - June 2012
  17. 17. EMERGING RETAIL/COMMERCE, SOCIAL CHECK-IN Top 10 Smartphone Categories by Growth  Broad retail/commercial sector growthsocial networking check- 29,751 +100% 14,873 in service  Social networking with check-in insurance services 9,438 +87% service doubles audience size 5,057 adult entertainment 13,380 +86%  Online Retail now accessed by services 7,208 more than 27 million Smartphone electronic payments 12,538 23,072 +84% owners online retail 27,204 14,891 +83% classifieds 26,698 +81% 14,719 health information 17,298 9,586 +80% credit cards 24,176 13,701 +76% home lifestyle 11,064 6,412 +73%mens magazines content 9,994 5,837 +71% 0 10,000 20,000 30,000 % YoY 40,000 June 2012 June 2011 # Unique Users (000) Growth Source: comScore MobiLens, US © comScore, Inc. Proprietary. 17 Data: Three month average June 2011 - June 2012
  18. 18. SMARTPHONES ARE CHANGING COMMERCE E-commerce and Related Services Accessed By % of Smartphone Users June 2012 Bank Accounts 38% Online Retail 25% Credit Cards 22% Electronic 21% Payments Deal-A-Day 16% Shopping Guides 16% 0% 5% 10% 15% 20% 25% 30% 35% 40% Source: comScore MobiLens, US © comScore, Inc. Proprietary. 18 Data: Three month average ending June 2012
  19. 19. CONSUMERS SHOP – AND BUY ON-DEVICE Shopping Activities with Smartphone June 2012 Found store location 34% Compared product prices 22%Researched product features 21% Found coupons or deals 21% Made shopping lists 20%Purchased goods or services 18%Checked product availability 17% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% % Smartphone Audience Source: comScore MobiLens, US © comScore, Inc. Proprietary. 19 Data: Three month average ending June 2012
  20. 20. MOBILE SHARE OF E-COMMERCE GROWING Percentage of Total e-Commerce Dollars Spent via Mobile or Tablet Device Source: comScore Mobile Measurements Spike in percentage of 9% 9% e-commerce sales via mobile coincides with 8% 8%surge in tablet ownership 6% 6% 3% 3% 2% Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 2010 2010 2010 2011 2011 2011 2011 2012 2012 © comScore, Inc. Proprietary. 20
  21. 21. SOCIAL, ENTERTAINMENT, GAMES LEAD ENGAGEMENT Total Minutes (Billions) by Category, Browser/App Combined August 2012 71.8 42.9 37.0 12.1 11.1 10.4 9.0 8.5 7.5 7.2 6.8 Source: comScore Mobile Metrix 2.0, US Data August 2012 © comScore, Inc. Proprietary. 21 *Excludes Services and Corporate Presence categories
  22. 22. APPS DOMINATE TIME SPENT IN MOST CATEGORIES Top Smartphone Categories by UVs, % Share of Time Spent by Access Method August 2012 Entertainment Search/Navigation Directories/Resources Social Media Portals News/Information Web Retail App Games Community Business/Finance Technology 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: comScore Mobile Metrix 2.0, US Data August 2012 © comScore, Inc. Proprietary. 22 *Excludes Services and Corporate Presence categories
  23. 23. VARYING USE OF WEB/APPS IN NEWS/INFO CATEGORY Top Smartphone News/Info Properties, % Share of Time Spent by Access Method August 2012Yahoo!-ABC News Network Google News and Weather The Weather Channel HPMG News New York Times CNN Network Gannett Sites Web AccuWeather App NBC News WeatherBug CBS News Fox News Digital Network Tribune Newspapers Washington Post 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: comScore Mobile Metrix 2.0, US Data August 2012 © comScore, Inc. Proprietary. 23
  24. 24. APPS DRIVING GREATER ENGAGEMENT Average Minutes per Visitor Aug 2012 Category Via App Via Browser Overall 403 64 412 Entertainment 57 41 70 Search/Navigation 85 40 106 Directories/Resources 767 75 732 Social Media 92 54 116 Portals 76 36 91 News/Information Retail 145 39 134 Games 473 36 466 Community 94 50 95 Business/Finance 68 19 62 Technology 122 16 89 Source: comScore Mobile Metrix 2.0, US © comScore, Inc. Proprietary. 24 Data August 2012 *Excludes Services and Corporate Presence categories
  25. 25. OPPORTUNITIES FOR PUSH AND CHECK-IN Have you used a retail app to alert you about coupons/deals based on your location (push notifications)? Among Mobile Shoppers Yes, I would like to be No No, I would Yes alerted 60% not be 40% 46% interested 54% Check in services or sharing location for a reward/discount/deal at the store Among Mobile Shoppers Yes, I would share my Yes, I use No, I do not 55% location for a Check-in use check- discount Services in services 38% 62% 45 No, I would not share my location © comScore, Inc. Proprietary. 25 Source: Custom Mobile Retail Advisor Survey April 2012
  26. 26. 40% OF SMARTPHONE USERS WATCH MOBILE VIDEO Mobile Video Audience Reach by Video Category (000s) August 2012 47,914 46,286 21,565 20,359Mobile Video Video Web Video TV Video Paid (any) Source: comScore MobiLens, US © comScore, Inc. Proprietary. 26 Data: One month snapshot – August 2012
  27. 27. Usage And Behaviors AcrossDevices and Platforms © comScore, Inc. Proprietary. 27
  28. 28. TABLETS REINVIGORATING BROWSING Top 10 News & Info Categories June 2012 App Browser Technology News Sports Photo/Video Sharing Retail General Reference Entertainment News News Social Networking Weather Search 0 5,000 10,000 15,000 20,000 25,000 30,000 Tablet Owners (1000s) Source: comScore MobiLens and Tablens, US © comScore, Inc. Proprietary. 28 Data: Three month average June 2011 - June 2012
  29. 29. NEW CONTENT OPPORTUNITIES ON TABLETS Reach of Top Tablet Categories June 2012 39% Sports 48% 25% Retail 51% 38%Entertainment News 56% Smartphone News 49% Tablet 61% 67% Weather 69% 60% Search 74% 0% 10% 20% 30% 40% 50% 60% 70% 80% Source: comScore MobiLens and Tablens, US © comScore, Inc. Proprietary. 29 Data: Three month average June 2011 - June 2012
  30. 30. TABLETS CAN EXTEND REACH Tablet Audience Advantage v. Smartphone (Reach Delta) June 2012 Weather 2% Sports 10% Stock Trading 11% News 12% Search 14% Credit Cards 14% Shopping Guides 17%Gaming Information 17%Entertainment News 17% Techology News 18% Food/Recipes 20% Health 22% Retail 27% General Reference 28% Source: comScore MobiLens and Tablens, US © comScore, Inc. Proprietary. 30 Data: Three month average June 2011 - June 2012
  31. 31. TABLETS SURPASS SMARTPHONES ON ENTERTAINMENT Monthly Penetration of Entertainment Activities August 2012 68% 53% 48% 50% 51% 40% Played Games Listened to Music Watched TV/Video Smartphone Tablet Source: comScore MobiLens and Tablens, US © comScore, Inc. Proprietary. 31 Data: One month snapshot – August 2012
  32. 32. DIFFERENT CONSUMERS ON DIFFERING TABLETS Apple vs. Amazon Owners – Metrics Comparison August 2012 All tablet Apple AmazonMetric (took action in past month) owners Index Index Female 51% 96 113 $100k+ Household Income 36% 120 96 Read books 55% 82 137 Read magazines or periodicals 40% 102 111 Purchased goods or services 37% 116 95 Accessed News 60% 113 90 Accessed Social Networking 66% 110 99 Listened to Music 50% 111 94 Watched Video 51% 111 93 Source: comScore Tablens, US © comScore, Inc. Proprietary. 32 Data: Three month average August 2012
  33. 33. DEVICES HAVE DIFFERENT ‘BIORYTHMS’ © comScore, Inc. Proprietary. 33
  34. 34. Mobile Device Metrics © comScore, Inc. Proprietary. 34
  35. 35. Traffic Share of Top 25 Devices -- Global Top 25 Global Devices by Traffic Share Apple/iPhone (iOS 5.x) 26% Apple/iPhone 3G, 3GS, 4 (iOS 4.x) 4.39% Samsung/GT-i9100 (SPH-D710, Galaxy S2,… 3.11% Blackberry/8520 (Gemini, Curve) 2.63% Samsung /GT-I9000 (Galaxy S Series, T-… 2.24% Samsung /GT-i9100 (SPH-D710, Galaxy S2,… 1.51% Apple/iPod Touch (4G)(iOS 5.x) 1.48% Blackberry/9300 (Curve 3G, Onibi) 1.03% HTC/Desire HD (Ace) (Android 2.3) 1.01% Blackberry/9800 (Torch) 0.88% Samsung /GT-S5830 (Cooper, Ace) (Android… 0.86% Apple/iPod Touch (4G)(iOS 4.x) 0.85% Apple/iPhone; 3G; 3GS (iOS 2.2-3.2) 0.75% Samsung/GT-I9000 (Galaxy S, Vibrant, SGH-… 0.72% Apple/iPad, iPad2 (iOS 5.x) 0.70% Blackberry/9900 (9930, Dakota, Bold Touch) 0.63% HTC/Evo 4G (Supersonic) (Android 2.1) 0.60% HTC/Desire (ADR6200, ADR6275, Bravo,… 0.57% Samsung /GT-I9300 (Galaxy S III, Galaxy S3)… 0.56% Samsung/GT-I9000 (Galaxy S, Vibrant, SGH-… 0.54% Blackberry/9780 0.54% Nokia/N8-00 0.52% Nokia/Lumia 800 0.51% Motorola/XT910 (RAZR, Droid RAZR XT912,… 0.52% HTC/Sensation 4G (Pyramid, Z710a, Z710e)… 0.49% **Data from June 2012 © comScore, Inc. Proprietary. 35 35 © Netbiscuits 2012
  36. 36. Traffic Share of Top 10 Devices by Country Apple/iPhone (iOS 5.X) 32.20% Apple/iPhone 3G, 3GS, 4 (iOS 4.X) 4.70% Apple/iPod Touch (4G) (iOS 5.X) 2.70% HTC/Evo 4G (Android 2.2) (Supersonic) 2.30% Motorola/XT910 (Android 2.3)… 1.70% Motorola/Droid X (Android 2.3)… 1.40% Apple/iPod Touch (4G) (iOS 4.X) 1.40% Apple/iPad, iPad 2 (iOS 5.X) 1.30% Samsung /GT-I9000 (Galaxy S Series,… 1.10% LG/L5670 (Android 2.3) (US670… 1.00% Apple/iPhone (iOS 5.X) 44.10% Apple/iPhone 3G, 3GS, 4 (iOS 4.X) 6.40% Samsung /GT-i9100 (Android 2.3)… 4.80% Blackberry/8520 (Gemini, Curve) 4.20% Samsung /GT-i9100 (Android 4.)… 1.90% Blackberry/9300 (Curve 3G, Onibi) 1.90% Apple/iPod Touch (4G) (iOS 5.X) 1.50% Blackberry/9800 (Torch) 1.50% HTC/Desire HD (Ace) (Android 2.3) 1.50% Samsung/GT-S5830 (Cooper, Ace)… 1.40% **Data from June 2012 © comScore, Inc. Proprietary. 36 36 © Netbiscuits 2012
  37. 37. Traffic Share of Top 10 Devices by Region Apple/iPhone (iOS 5.X) 42.50% Apple/iPhone 3G, 3GS, 4 (iOS 4.X) 9.60% Apple/iPad, iPad 2 (iOS 5.X) 5.20% Samsung /GT-i9100 (Android 2.3)… 3.30% Samsung /GT-N700 (Android 2.3)… 1.70% Apple/iPod Touch (4G) (iOS 5.X) 1.70% Samsung /GT-S5830 (Cooper,… 1.30% Samsung /GT-N700 (Android 4.0)… 1.20% Samsung /GT-i9100 (Android 4.)… 1.10% Samsung /GT-i9300 (Android 4.)… 1.00% Apple/iPhone (iOS 5.X) 29.50% Apple/iPhone 3G, 3GS, 4 (iOS 4.X) 5.80% Samsung /GT-i9100 (Android 2.3)… 4.90% Samsung/GT-S5830 (Cooper, Ace)… 4.00%Samsung /GT-I9000 (Galaxy S Series,… 3.90% Apple/iPad, iPad2 (iOS 5.X) 2.40% Apple/iPod Touch (4G) (iOS 5.X) 1.90% Samsung /GT-S5570 (Galaxy Mini)… 1.90% Samsung /GT-i9100 (Android 4.0)… 1.70% SonyEricsson/MT11i (Android 4.0)… 1.70% **Data from June 2012 © comScore, Inc. Proprietary. 37 37 © Netbiscuits 2012
  38. 38. Smartphone OS Traffic Share – U.S. Windows WebOS Symbian Windows Mobile 0.11% 0.88% Phone PalmOS 0.12% 0.98% 0.02% meego/maemo 0.00% RIM OS 5.25% Android 45.81% iOS 46.82% bada 0.02% **Data from June 2012 © comScore, Inc. Proprietary. 38 38 © Netbiscuits 2012
  39. 39. Smartphone OS Traffic Share - Global Windows Mobile Windows Windows 0.23% Mobile Phone 0.20% 3.05% PalmOS 0.02% Symbian RIM OS 5.41% meego/maemo 10.48% 0.07% Android 40.15% iOS 39.20% bada 1.17% **Data from June 2012 © comScore, Inc. Proprietary. 39 39 © Netbiscuits 2012
  40. 40. Smartphone OS Traffic Share – Eastern Europe WebOS Windows Mobile Windows 0.10% PalmOS 0.24% Phone 0.00% 1.76% RIM OS 2.01% meego/maemo 0.21% Symbian 6.67% Android iOS 50.11% 37.68% bada 1.23% **Data from June 2012 © comScore, Inc. Proprietary. 40 40 © Netbiscuits 2012
  41. 41. Traffic Share by Device Type - Global eReaders Consumer TV & Set top 0.01% Electronics 0.00% 0.06% Media Players Tablets 2.81% 2.92% Feature Phones 10.67% Smartphones 83.52% **Data from June 2012 © comScore, Inc. Proprietary. 41 41 © Netbiscuits 2012
  42. 42. Traffic Share by Device Type – Central/South America Consumer Electronics eReaders 0.17% 0.01% Media Players 7.69% TV & Set top 0.00% Feature Phones 23.86% Tablets 5.48% Smartphones 62.79% **Data from June 2012 © comScore, Inc. Proprietary. 42 42 © Netbiscuits 2012
  43. 43. Traffic Share by Device Type – APAC (Developing) Consumer Electronics eReaders 0.06% Media 0.01% Players 2.50% TV & Set top 0.00% Feature Phones 14.35% Tablets 12.13% Smartphones 70.95% **Data from June 2012 © comScore, Inc. Proprietary. 43 43 © Netbiscuits 2012
  44. 44. HTML5 Readiness of Top 10 Devices – U.S. With only 48%, the USA provides the lowest level of HTML5 readiness out of 7 global markets we focus on. This results as much from a relatively low combined traffic share among the Top 10 devices (49.8%) as from a low number of devices (3) that provide an HTML5 readiness score of 59% or more. However, we do see a year over year improvement in individual HTML5 feature capability among top 10 devices. © comScore, Inc. Proprietary. 44 44 © Netbiscuits 2012
  45. 45. HTML5 Readiness of Top 10 Devices – Singapore With a total of 66%, Singapore provides the best HTML5 readiness of all markets we looked at. The Top 10 devices in Singapore account for a combined traffic share of 68.6% on the Netbiscuits Platform, which shows that the diversity among the most relevant mobile web access devices is relatively low in this market. © comScore, Inc. Proprietary. 45 45 © Netbiscuits 2012
  46. 46. Best Practices For Your MobileStrategies © comScore, Inc. Proprietary. 46
  47. 47. Mobile Strategy Buy-In Success on mobile is achieved when the entire organization is vested in your mobile strategy Mobile must become the mindset of the organization – Editorial – CMS optimized for mobile including: • collaborate via social/mobile integration • associate mobile information with content – Marketing – capture data based on: • location, device type, time of day – Ad Sales – agree on achievable metrics – Commerce – “mobile sales” do not always occur on the mobile device – IT Departments – architect technology to optimize UX based on mobile information © comScore, Inc. Proprietary. 47 47 © Netbiscuits 2012
  48. 48. Everything is a Mobile Driver Traditional marketing communications must have mobile elements to be effective. Assume that when marketing messages are delivered your consumer is connected The message must allow for immediate consumer feedback Attach mobile drivers to all marketing messages – QR Codes, SMS short codes, website/email hot links, click to call Leverage all the tools in your marketing tool- belt to activate mobile engagement © comScore, Inc. Proprietary. 48 48 © Netbiscuits 2012
  49. 49. Mobile Optimization is a MUST Content built for your PC-based experiences was not designed to translate to a mobile device – Point and click mouse ≠ mobile touchscreen – PC Workflow ≠ mobile workflow comScore data shows that 12.1% of Website hits/pageviews came from a mobile device in June 2012 According to Google, two-thirds of smartphone users say a mobile-friendly site makes them more likely to buy a product or service – 74% say they are more likely to return to the site later – 50% say that even if they like a business, they’ll use its website less often if it is not mobile optimized © comScore, Inc. Proprietary. 49 49 © Netbiscuits 2012
  50. 50. Device Categories Create experiences that cater to each Device category – Smartphone – Tablet – Feature Phone – Large Screen vs. Small Screen Within each category there are variances in hardware/chipset, speed, screen resolution Take Device Diversity into account – How are your customers using their devices – Tablets for videos and reading – Smartphones for communication, sharing and more © comScore, Inc. Proprietary. 50 50 © Netbiscuits 2012
  51. 51. Mobile ROI The calculation of Mobile ROI should not be limited to engagements that occur on a mobile device Activities performed on a mobile device many times results in online or brick and mortar engagements – Search for locations, coupons, deals, sneak previews, etc. Mobile activities that result in non-mobile engagements should be calculated against your Mobile ROI – In-store comparison shopping – Social sharing/Likes – Product recommendations – Content viewing/sharing – Brick and mortar purchases © comScore, Inc. Proprietary. 51 51 © Netbiscuits 2012
  52. 52. Optimize Your Mobile Advertising Be a device detective….you must know whether a device can handle rich media, video, HTML5, 3D, 2D, GPS, and more – Know your device type – smartphone, tablet, iPhone, Android, BBerry, etc. – Make sure you’re passing this information to your ad server in order to target the optimized ad – Create multiple types of ads -- rich, static, video, text Focus on post-click engagement – Biggest mistake made by publishers and mobile marketers is lack of post click engagement strategies – It’s one thing to engage a consumer with a fancy ad, its another to activate them to take action All of your mobile ads should lead to mobile optimized landing pages – Create and deliver landing pages that are optimized in both form and functionality – Understand your mobile ad goals – registration, sweepstakes, and more © comScore, Inc. Proprietary. 52 52 © Netbiscuits 2012
  53. 53. Geo-content Identify opportunities to take advantage of GPS capabilities of smartphones and tablets to deliver geo-content By capturing a consumers location, based on their device, you can map your content and/or ad targeting strategies to that location Location-based content leads to delivery of more relevant content which drives more engagement and more revenue – Content based on weather at a location – Content based on store location within X distance of consumer – Content based on previous engagements/user history – Content based on time of day – Content based on device type Ensure your Mobile Development Platform, CMS and Adserver have fields for geo-location © comScore, Inc. Proprietary. 53 53 © Netbiscuits 2012
  54. 54. Key Takeaways and Wrap Up © comScore, Inc. Proprietary. 54
  55. 55. KEY TAKE AWAYS Ubiquity of smartphones has created a mobile audience of scale – And rapid rise of tablets adding new fuel to audience, changing habits Traffic moving to mobile at an increasing rate – be ready – To serve your users across differing devices and OS platforms Mobile becoming key to commerce – and can add value at all stages of customer purchase journey Apps a big driver of usage, varying across and within categories, but don’t ignore your browser audience – especially on tablets Digital Omnivores on the rise – Use multiple devices and access methods—web, apps, and increasingly video—in different ways across their day – The key challenge/opportunity for publishers and marketers © comScore, Inc. Proprietary. 55
  56. 56. COMSCORE MOBILE TAGGING Enable new multi-platform audience measurement for Media Metrix® Multi-Platform Demonstrate the full value of your audience across Web, Smartphone and Tablet platforms Tagging available at no cost to publishers For more information or to begin tagging: – http://direct.comscore.com (for free signup and client log-in portal) – tagsupport@comscore.com (for questions) © comScore, Inc. Proprietary. 56
  57. 57. WRAP-UP AND Q&A Hans Fredericks VP, Mobile comScore, Inc. hfredericks@comscore.com www.comscore.com Craig Besnoy Managing Director and President, North America Netbiscuits c.besnoy@netbiscuits.com www.netbiscuits.com @netbiscuits © comScore, Inc. Proprietary. 57
  58. 58. Thank You. THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™
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