WGM4 - Comscore

Web Goes Mobile SeminarBrussels - 19 Nov 2009
comScore Mobile
Alistair Hill, Senior Product Manager & Analyst

THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™

Agenda
Mobile Media Overview
Mobile Internet and Advertising
Apps Consumption Overview
Mobile Census (MMM)

33% (15.7 million) of Mobile Users Browse, Use an Application or Download - Mobile Media Users
The number of users who just use voice shows or have used SMS but not mobile media has declined 5% year on year.
Product: MobiLens
Data: Three month average ending June 09
Country: UK - N= 13,997

Mobile Media Users (Mobile Browsers, Application Users and Downloader's) Growing 17% Year on Year
Product: MobiLens

There Are Many Services Available on Mobile Devices, Ranking Their Popularity Gives Context.
Top 7 activities all relate to SMS, messaging and camera.
Product: MobiLens

Different Services are Used by Different Demographics.Mobile Media Users Older and More Female Than Many Think
Younger demographics create their own ringtones, use social networking services, listen to music and watch on-demand video (web 2.0 type services).
Mobile internet services (browsing, apps and e-mail) skew 60-70% male.
Unlimited data plan subscribers average age 34.
Product: MobiLens
Higher on chart = more female
Further to right = older
Size of bubbles = # of users

There are 627 Separate Devices Being Used to Access Mobile Media in the EU5
Top 6 devices represent 15% of mobile media users, top 20 devices – 35%. There is an extremely long tail.
Although the iPhone gains a large amount of publicity it currently represents 6% of mobile media users.
Nokia has 28%, Sony Ericsson 24% and Samsung has 16% of mobile media users.
Product: MobiLens

Agenda
Mobile Census (MMM)

Mobile Internet Services Booming
Device technology, data speeds (3G) and data plans enable the mobile internet to take off, content and services drive up-take.
News/info via applications shows highest annual growth rate at 117% year on year, closely followed by social networking at 113%.
Product: MobiLens

Mobile Internet Users Younger than PC Internet Users
Mobile social networkers have the most even gender split amongst all groups shown. This provides an indication that mobile social networking may help to move mobile internet services out of early adopter mode.
Product: MobiLens + Media Metrix

Information Snacking Genres Dominate Mobile Browsing with Search the Entry Point.
Local information also prominent, e.g. weather, maps, movie listings, business directories, etc.
Financial services (bank accounts) starting to emerge.
Product: MobiLens

Retail Via the Mobile Internet Starting to Gain Traction
Product: MobiLens
Data: Three month average ending August 09

46% of Mobile Owners Receive an SMS Adverts
Although the largest industries for SMS advertising are related to mobile products the growth is coming ‘traditional’ industries, e.g. Fashion, Travel and Restaurants.
Product: MobiLens
Country: EU5 - N= 64,518

Mobile Banner Advertising – Brand Snapshots
Brand: Walkers Crisps
Publishers: Campaign ran across 7 separate mobile sites, including 2 operator portals.
Creatives: 94 separate creatives (includes different banner sizes).
Brand: Adidas
Publishers: 2 Campaigns ran across 3 different sites, Goal.com, Sky Mobile and Vodafone Live.
Creatives: 41 separate creative (including different banner sizes).
Product: Ad Metrix Mobile
Data: June 09
Country: UK

Automotive Provides the Top Non-Mobile Sector for Mobile Banner Adverts
Of the 422 products that were seen being advertised using mobile banner adverts 13% were from non-mobile sectors.
Product: Ad Metrix Mobile
Data: June 09
Country: UK

Agenda
Mobile Census (MMM)

There are 5.4 million Apps Users Per Month * – 11.7% of the Total Market
* Apps users defined as players of downloaded games or application users for social networking, news and info, email or IM services.
63% of these users do not own a smartphone.
Product: MobiLens
Data: Three month average ending July 09
Country: FR- N= 11,862

Top Apps for News and Info Show: Maps and Weather Prominent
The amount of local services being used helps to show the potential for using mobile as a marketing channel for local business, e.g. local listings, search in maps, etc.
Product: MobiLens
Data: Three month average ending July 09
Country: FR- N= 11,862
% of News & Info Apps Users

Top 20 Applications downloaded – Overall
France Only – July 2009 Data

comScore iTunes Benchmarker identifies trends in Category Usage as well as Free/Paid Apps
Over 73% of iTunes App Users have downloaded a Free Game
US Only - June 2009 Data

New iTunes Apps Store Tracker Shows Top Apps Downloaded by iPhone and iPod Touch Users per Genre
Games
Entertainment
Utilities
Music
Pac-Man Lite, Backgrounds, Flashlight, and Pandora Radio were the top applications in the 4 most popular categories.
US Only - June 2009 Data

Agenda
Mobile Census (MMM)

GSMA Mobile Media Metrics results from Feasibility Study:
Mobile Operator Sites accessed by 68% of mobile Internet audience in Dec 08. 167,648 mobile internet sites were measured in the Feasibility Study.

Facebook: More Mobile Visits, Slightly Longer Online Sessions
Facebook usage is surprisingly similar on mobile and PC
mobile users spend 24 minutes on facebook, average 3.3 visits per day.
PC users spend 27.5 minutes per day; average 2.3 visits.

Metered Panel
Person centric panel of 2minternet users across 138 countries covering site traffic, search, banner advertising, video, extended web, media planning
Next Generation Media Measurement
Server Census
Site centric traffic of leading sites via beaconing for hybrid methodology with panel measurement to create Media Metrix 360
Media Metrix 360
Online
Mobile
Site census Wi-Fi traffic linked to GSMA
Mobile Online
GSMA MMM
SIM centric census of online mobile subscribers, including site traffic, search, connected apps, banner advertising etc.. (& service messaging)
GSMA MMM Demographics
from sample of mobile internet users
MobiLens
Person centric survey of ALL mobile subscribers including operator & handset ownership & satisfaction, + offline mobile usage inc. bluetooth, games, music, photo, sideloading etc.. + online usage of browsing, messaging, video and TV
Mobile Offline
Survey Sample
Network Census

Thank You.
THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™
For more information, please contact
comScore Mobile ahill@comscore.com

WGM4 - Comscore

by MobileWeb on Nov 19, 2009

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WGM4 - Comscore — Presentation Transcript