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Seminar Web Goes Mobile 4 - presentation by Alistair Hill, Comscore

Seminar Web Goes Mobile 4 - presentation by Alistair Hill, Comscore

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WGM4 - Comscore WGM4 - Comscore Presentation Transcript

  • 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
    Data: Three month average ending June 09
    Country: UK - N= 13,997
  • 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
    Data: Three month average ending June 09
    Country: UK - N= 13,997
  • 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
    Data: Three month average ending June 09
    Country: UK - N= 13,997
    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
    Data: Three month average ending June 09
    Country: UK - N= 13,997
  • Agenda
    Mobile Media Overview
    Mobile Internet and Advertising
    Apps Consumption Overview
    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
    Data: Three month average ending June 09
    Country: UK - N= 13,997
  • 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
    Data: Three month average ending June 09
    Country: UK - N= 13,997
  • 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
    Data: Three month average ending June 09
    Country: UK - N= 13,997
  • Retail Via the Mobile Internet Starting to Gain Traction
    Product: MobiLens
    Data: Three month average ending August 09
    Country: UK - N= 15,517
  • 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
    Data: Three month average ending June 09
    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 Media Overview
    Mobile Internet and Advertising
    Apps Consumption Overview
    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 Media Overview
    Mobile Internet and Advertising
    Apps Consumption Overview
    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