Teens’ Mobile Activities
ARF Council Meeting
August 19, 2008
Jen Wu, Analyst
© COMSCORE M:METRICS 2008
Agenda
The Big Picture: online and mobile
Focusing on mobile behaviors:
Communication
Personal M...
© COMSCORE M:METRICS 2008
Let’s start with the context.
There are 16.9 million mobile phone users aged 13-17 in the US.
Ma...
© COMSCORE M:METRICS 2008
What teens do online…
Top overindexing Internet sites (among top 100 properties) for persons age...
© COMSCORE M:METRICS 2008
… Has a lot to do with what they do on mobile.
Top overindexing mobile activities for persons ag...
© COMSCORE M:METRICS 2008
But not always!
Technical capabilities factor strongly.
Top three handsets owned by Teens:
1. Mo...
© COMSCORE M:METRICS 2008
YouTube, for example.
Online, Teens easily outrank other age groups in YouTube viewership:
Teens...
© COMSCORE M:METRICS 2008
Agenda
The Big Picture: online and mobile
Focusing on mobile behaviors:
Communication
Personal M...
© COMSCORE M:METRICS 2008
Messaging on mobile
Teens are avid text messagers, as well as IM users, compared to the overall ...
© COMSCORE M:METRICS 2008
Cameraphone functions
Creating and sharing personal multimedia only comes naturally to a teenage...
© COMSCORE M:METRICS 2008
Uploading photos to websites
Growing fast! Nearly 3 million teens uploaded photos in June to web...
© COMSCORE M:METRICS 2008
Social networking, content-sharing, and blogging
Activities
Among mobile social networkers, % wh...
© COMSCORE M:METRICS 2008
Music and personalization on mobile
Teens are about twice more likely than the average to buy ne...
© COMSCORE M:METRICS 2008
0
50
100
150
200
250
Comicsorhumor
Entertainmentnews
Movieinformation
Horoscopes
Searchengine
Wo...
© COMSCORE M:METRICS 2008
Agenda
The Big Picture: online and mobile
Focusing on mobile behaviors:
Communication
Personal m...
© COMSCORE M:METRICS 2008
iPhone
The Apple iPhone’s audience is mostly comprised of 18-34 year-olds, but the
iPhone 8GB is...
© COMSCORE M:METRICS 2008
Text messaging and advertising
Despite Teens’ familiarity when it comes to texting in to polls a...
© COMSCORE M:METRICS 2008
Agenda
The Big Picture: online and mobile
Focusing on mobile behaviors:
Communication
Personal m...
© COMSCORE M:METRICS 2008
Notes
M:Metrics data are three-month averages ending June-08 unless otherwise noted.
comScore da...
© COMSCORE M:METRICS 2008
Contact
Jen Wu
jwu@comscore.com
Questions (clients):
support@comscore.com
Questions (non-clients...
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Teens' Mobile Activities

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Teens' Mobile Activities

  1. 1. Teens’ Mobile Activities ARF Council Meeting August 19, 2008 Jen Wu, Analyst
  2. 2. © COMSCORE M:METRICS 2008 Agenda The Big Picture: online and mobile Focusing on mobile behaviors: Communication Personal Media Reference Other interesting stuff Notes
  3. 3. © COMSCORE M:METRICS 2008 Let’s start with the context. There are 16.9 million mobile phone users aged 13-17 in the US. Many are newbies: Who don’t pay the wireless bill: Less than a year, 31.0% For 1-3 years, 49.1% For >3 years, 19.9% Family plan; personally responsible, 6.3% Other, 6.3% Pre-paid plan, 18.6% Family plan; other family member responsible, 68.8% Along with being enrolled in a family plan, many Teens also have a text or photo messaging plan.
  4. 4. © COMSCORE M:METRICS 2008 What teens do online… Top overindexing Internet sites (among top 100 properties) for persons aged 12-17 Month of June-08 181 172 171 145 134 128 127 126 125 121 100 110 120 130 140 150 160 170 180 190 WildTangent Network Photobucket ARTISTdirect Network Viacom Digital Gorilla Nation Disney Online Sony Online Apple Inc. Fox Interactive Media Webkinz.com Index (% Teen audience for site compared to % Teen audience for Internet) games photo sharing personal pages, humor MySpace
  5. 5. © COMSCORE M:METRICS 2008 … Has a lot to do with what they do on mobile. Top overindexing mobile activities for persons aged 13-17 218 213 198 197 184 184 183 180 149 143 100 120 140 160 180 200 220 240 Downloaded songs directly to phone Accessed comics or humor Uploaded photo to website Made own ringtone Captured video Bought ringtones Played games Listened to music on mobile phone Used major instant messaging service Used social networking, content-sharing, or blog site Index (% Teen users for activity compared to % Teen users of mobile phones in general) games photo sharing humor MySpace
  6. 6. © COMSCORE M:METRICS 2008 But not always! Technical capabilities factor strongly. Top three handsets owned by Teens: 1. Motorola RAZR V3m, Silver 2. Motorola i415 3. Motorola RAZR V3, Silver Nearly half a million teens have this model alone. % of Teens that have: Smartphones 5% 3G (broadband-speed) 30% Musicphones 42% Cameraphones 70% Advanced browsers* 80% *defined here as phones supporting WAP 2.X or Full HTML browsers. Teens’ phones are about average when it comes to mainstream features such as cameras and 3G, but teens are less likely to have newer, more advanced capabilities.
  7. 7. © COMSCORE M:METRICS 2008 YouTube, for example. Online, Teens easily outrank other age groups in YouTube viewership: Teens vs. Average: Reach: 68.9% 57.6% Videos per viewer: 66.4 53.2 But, with regards to mobile, Teens are less likely to have handsets that support video streaming or applications. 1% 2% 4% 2% 1% 0% 0% 0% 1% 2% 3% 4% 5% All ages 13-17 18-24 25-34 35-44 45-54 55+ % of age group that accessed YouTube on mobile Teens are still more likely than average to watch YouTube videos, but in this case technology is a very strong limiting factor.
  8. 8. © COMSCORE M:METRICS 2008 Agenda The Big Picture: online and mobile Focusing on mobile behaviors: Communication Personal Media Reference Other interesting stuff Notes Yes, Teens are enthusiastic, tech-savvy multimedia consumers, but they don’t just do everything-times-ten. Their perception and usage of the mobile handset is a bit different than for other age groups, warranting a closer look at three main behavior categories.
  9. 9. © COMSCORE M:METRICS 2008 Messaging on mobile Teens are avid text messagers, as well as IM users, compared to the overall mobile population. 52% 9% 4% 3% 74% 13% 5% 4% 13% 13% 0% 20% 40% 60% 80% Sent text message to another phone Accessed personal email account Used major IM service Used chat Sent/received messages on social networking site % of overall mobile users that: % of Teens that:
  10. 10. © COMSCORE M:METRICS 2008 Cameraphone functions Creating and sharing personal multimedia only comes naturally to a teenager who has a cameraphone in his/her pocket all the time. 41% 9% 14% 8% 4% 58% 17% 26% 14% 8% 24% 37% 0% 20% 40% 60% Took photos Sent photo directly to another phone Uploaded photo to web Captured video Sent video directly to another phone Uploaded video to web % of overall mobile users that: % of Teens that: Photos Videos
  11. 11. © COMSCORE M:METRICS 2008 Uploading photos to websites Growing fast! Nearly 3 million teens uploaded photos in June to websites. Projected number of Teens uploading cameraphone photos to websites: 545,322 2,865,243 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 Jun-05 Dec-05 Jun-06 Dec-06 Jun-07 Dec-07 Jun-08 Three-month moving averages Near the middle of 2007, cameraphones crossed the 50% mark (of phones owned in the US). Multimedia messaging hit the mainstream, and photo uploading followed.
  12. 12. © COMSCORE M:METRICS 2008 Social networking, content-sharing, and blogging Activities Among mobile social networkers, % who: 77% 20% 53% 31% 37% 46% 76% 34% 0% 20% 40% 60% 80% 100% Browsed site content Posted written content Posted image/video Sent/received messages Overall mobile users: Teens: MySpace vs. Facebook Among mobile social networkers, % who accessed: 59% 40% 81% 26% 0% 20% 40% 60% 80% 100% MySpace Facebook Overall mobile users: Teens: Definitely MySpace. As previously mentioned…
  13. 13. © COMSCORE M:METRICS 2008 Music and personalization on mobile Teens are about twice more likely than the average to buy new music and ringtones. 8.4% 1.1% 10.5% 9.2% 6.2% 15.1% 2.5% 20.8% 17.0% 9.1% 0% 5% 10% 15% 20% 25% Listened to music on mobile phone Downloaded new songs to phone Made own ringtones Purchased ringtones Subscribed to ringback service % of overall mobile users that: % of Teens that: Full-track music Personalization This is actually 36% of Teens with musicphones… …compared to 22% overall. (You might have expected that.) But teens are also savvy with their musicphones; 21% changed their ringtone to one they made themselves using MP3 files or found on the Internet.
  14. 14. © COMSCORE M:METRICS 2008 0 50 100 150 200 250 Comicsorhumor Entertainmentnews Movieinformation Horoscopes Searchengine Women's magazines Weatherreports Sportsinfo/news Restaurantinfo Maps/directions Local/national/world news Trafficreports Men'smagazines Stocks/financial news Information, news, utilities… everything’s available! But what do Teens actually want to find? 6.6% of mobile Teens (that’s 1.1 million of them) use their phone’s browser to look up comics or humor sites. They are twice more likely to do so than the average mobile user. 6.6% 6.2% 2.7% 8.2% 1.2% 7.2% 4.7% 2.7% 4.5% 4.1% 1.7% 0.5% 1.6% 8.4% 0% 5% 10% Index % of Teens
  15. 15. © COMSCORE M:METRICS 2008 Agenda The Big Picture: online and mobile Focusing on mobile behaviors: Communication Personal media Reference Other interesting stuff Notes
  16. 16. © COMSCORE M:METRICS 2008 iPhone The Apple iPhone’s audience is mostly comprised of 18-34 year-olds, but the iPhone 8GB is already the #1 smartphone owned by Teens. As iPhone 2.0 gets into more Teens’ hands, it will kickstart awareness and engagement with mobile functions such as browsing, email, and maps at an early age. And gaming will become an even bigger revenue opportunity than it already is. Projected number of Teens with iPhones (any version): 106,117 10,941 0 20,000 40,000 60,000 80,000 100,000 120,000 Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Three-month moving averages
  17. 17. © COMSCORE M:METRICS 2008 Text messaging and advertising Despite Teens’ familiarity when it comes to texting in to polls and contests, they are much less likely to respond to text ads or non-mobile ads requiring them to send a text message response. 2.4% 2.0% 4.5% 1.6% 1.5% 6.0% 0% 2% 4% 6% 8% Responded to SMS advertisement Responded to advertisement via short code in month Responded to poll or contest via short code in month % of overall mobile users that: % of teens that:
  18. 18. © COMSCORE M:METRICS 2008 Agenda The Big Picture: online and mobile Focusing on mobile behaviors: Communication Personal media Reference Other interesting stuff Notes
  19. 19. © COMSCORE M:METRICS 2008 Notes M:Metrics data are three-month averages ending June-08 unless otherwise noted. comScore data are month of July-08. All are US data.
  20. 20. © COMSCORE M:METRICS 2008 Contact Jen Wu jwu@comscore.com Questions (clients): support@comscore.com Questions (non-clients): rhooven@comscore.com

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