Today’s Mobile Mainstream: Implications for the Industry
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Today’s Mobile Mainstream: Implications for the Industry

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Browsing the Web, reading books, sending email, watching movies and playing games on-the-go is no longer for the early-adopter techies of the world. Thanks to improved smartphone technology and access ...

Browsing the Web, reading books, sending email, watching movies and playing games on-the-go is no longer for the early-adopter techies of the world. Thanks to improved smartphone technology and access to increasingly user-friendly apps, these traditionally fixed-Internet activities are now mobile mainstreams. With this evolution come many questions about the increasingly ubiquitous digital ecosystem. What does today’s ‘new’ digital consumer look like? What devices and apps are they using for which digital activities and how are the sites they are visiting affected by these changes? How do these behaviors impact usage on traditional PC and mobile? comScore Executive Chairman Gian Fulgoni will share an overview of the current state of the industry as well as share new insights that help to shed light on this new environment and answer many of these questions.

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  • The number of people who are just using voice has declined 15% year on year.Mobile Media usage has grown 21% year on year with March 2011 seeing 18.5 million additional mobile media users
  • At present rate by end of yeqar half of phone owners will be using app or browser+ 24% YoY
  • VERIFY ANDROID v BREW
  • Screens are not just getting larger, they are also getting more functional: touchscreen device penetration is up 70% year-on-year. But this doesn’t mean that Hard QWERTY is abandoned: Installed Base of devices with full keyboards have increased by 28% year-on-year – a combination of touchscreen and full keyboard is also possible: Motorola Droid for example.Screen size and device features also have influence on mobile consumption behaviour – touchscreen device owners are 176 times more like to consume mobile media than non-touchscreen device owners.
  • While the number of Smartphone owners has increased 55% year on year, there have been significant changes in the share by operating system. Android has rapidly grown to represent 35% of Smartphone owners in the US, overtaking Apple and RIM for the first time. With 25% Smartphone share Apple takes 3rd position after RIM with 27%.
  • Personal Email, which is now used by 32% of all mobile phone owners in the US is still growing its user base – 31% year-on-year. Mobile usage of Social Networking services has increased by 46%
  • 74% of devices in the US market have GPS
  • The overall recall of web/app ads has grown by 30% since August 201012% of the US mobile market recalled seeing a web/app ad in March 2011The group of 25-34 year olds seems to have the best recollection of seeing ads on their phone, therefore they are the ideal target group for banner ads
  • Mobile content and publishing accounts for 50% of mobile advertising campaignsThe industry shows signs of maturing with growth in the proportion of campaigns from financial institutions brandsExamples of financial advertisers that advertised for the first time (since tracking started in May 2008) are Amica Mutual Insurance Company, California and Nevada Credit Union and Leagues First Citizens Nation Bank
  • The overall recall of web/app ads has grown by 30% since August 201012% of the US mobile market recalled seeing a web/app ad in March 2011The group of 25-34 year olds seems to have the best recollection of seeing ads on their phone, therefore they are the ideal target group for banner ads
  • Teenagers* use nearly 4x the mobile media as elder adults**, but elders grew stronger in mobile media usage, 44.6% growth compared to teenagers,1.4% growth year on year.The rapid year on year growth of mobile media by elder adults proves that teens are not the only age group who are getting heavier into connected media.*Teenagers: mobile subscribers aged 13-19 years (23.2 million), **Elder Adults: mobile subscribers aged 55+ years (66.0 million)
  • While Apple is indeed the most heavily represented OEM among iPad owners, its OEM share (29.0%) is only slightly higher than its share among all smartphone subscribers (25.5 %).RIM accounts for the second highest percentage of iPad owners at 17.2%, but this number is well below its overall smartphone market share of 27.1%Meanwhile, Samsung, LG and Nokia are all significantly overrepresented among iPad owners as compared to their respective shares of the smartphone market. In addition, 15.5% of iPad users had Android phones.

Today’s Mobile Mainstream: Implications for the Industry Today’s Mobile Mainstream: Implications for the Industry Presentation Transcript

  • Today’s Mobile Mainstream
    WebContent 2011 : Chicago June 6-7
    Mark Donovan, SVP + Senior Analyst
    mdonovan@comscore.com WC2011 in Subject
  • 15 Years Ago . . .
    . . . My Phone Made Me Look Like I Was on Star Trek
  • Today . . .
    • . . . My Phone Augments My Reality
    • Always
    • With Me
    • Knows Where I am
    • Always Connected
    Can See
    Monitors my Social Graph
    • Can Hear
    • Accesses
    • my Media
    • Can Pay
    • Make, Consume, Share Content
  • comScore
  • comScore is a Global Leader in Measuring the Digital World
  • Site/App Metrics
    Consumer Panelsand Survey
    Network Analytics
    comScore’s 360° View of Mobile
  • comScore History of Leadership and Innovation
    To Unify census + panel measurement
    1
    st
    To provide behavioral ad effectiveness
    To measure the searchmarket
    To meter mobileuser behavior
    To measure
    video streaming
    To provide census level mobilebehavior
    To offer competitive mobileadvertising tracking
    To deliver a worldwideInternet audience measurement
    To build and project from 2 million+ longitudinal panel
    To monitor and report e-commerce data
    Global Shaper Company
    2010
  • Mobile Media is Mainstream
  • Mobile Media Users are Nearing a Majority in the US
    Product: MobiLens
    Data: Three month average ending March 2011
    Country: US, N= 30,817
    Mobile Media User = Used browser, application, native email, stream or download music and broadcast or on demand video (does not include SMS)
  • Mobile Browser/App Users Growing Every Month
    Product: MobiLens
    Data: Three month average ending March 2011
    Country: US, N= 30,817
    Half will Be Using Browser and Apps by End of year
  • Devices Change the Game
  • Top 10 Devices United States by Installed Base
    Product: MobiLens
    Data: Three month average ending March 2011
    Country: US, N= 30,817
  • Touch Will Become Dominant Mobile UI
    Product: MobiLens
    Data: Three month average ending March 2011
    Country: US, N= 30,817
    Are you thinking about touch for your content?
  • Nearly One in Three own a Smartphone
    MobiLens, US, Oct 2009 to Apr 2011
    75 million smartphone owners
  • Google’s Android, Apple’s iPhone Surge
    Product: MobiLens
    Data: Three month average ending March 2011
    Country: US, N= 30,817
  • Intense Platform Competition
    Product: MobiLens
    US, April 2011
    Platforms—and platform technology—
    impact what you can and
    can’t do.
  • Social and Contextual Content in the Lead
  • Double-Digit Growth in All Major Categories
    Product: MobiLens
    Data: Three month average ending March 2011
    Country: US, N= 30,817
  • Nearly Daily Users Growing Faster than Total Audience
    • Product:, MobiLens
    • Data: Three month averages ending January 2010 and January 2011
    • Country: US
  • Mobile Social Media Booming in US
    Social Media fastest growing category in US
    Almost daily users of mobile social media +80% YoY in US
    Conversational Media in Mobile Metrix has 69% reach
    36% minutes, 48% PVs
    Nearly all is Facebook with 83% of category minutes and 77% of PVs
  • Location and Context is Key in Mobile
    Product: MobiLens
    Data: Three month average ending March 2011
    Country: US, N= 30,817
  • Mobile Provides Incremental Reach
  • Unified Digital Measurement™ (UDM) Establishes Platform For Panel + Census Data Integration
    Global
    MACHINE Measurement
    Global
    PERSON Measurement
    PANEL
    PAGE TAGS
    Unified Digital Measurement (UDM)
    V0910
  • UDM clients—Over 320,000 Domains Currently Tagging with comScore. On a monthly basis the list of domains increase by 5%.
    A brief representation of domains that are currently tagging with comScore
  • Mobile-Only is 40% of Pandora’s Audience
  • Newspapers Seeing Incremental Mobile Reach
  • Advertising Comes to Mobile
  • Frequency and Awareness of Mobile Ads on the Rise
    Product: MobiLens
    Data: Three month average ending March 2011
    Country: US, N= 30,817
  • Mobile Advertising Developing Broad Appeal
  • Mobile Ads Connect with Hard to Reach Segments
    Product: MobiLens
    Data: Three month average ending March 2011
    Country: US, N= 30,817
  • Advertising Monetizes Mobile
  • Mobile Social Networking Attracts a Younger User Base
    Product: MobiLens
    Data: Three month average ending December 2010
    Country: US, N= 32,311
  • Elder Adults Show Interest in Mobile Media
    T
    Product: MobiLens
    Data: Three month average ending March 2011
    Country: US, N= 30,817
    YoY +44.6%
    YoY +1.4%
    Mobile Media User = Used browser, application, native email, stream or download music and broadcast or on demand video (does not include SMS)
  • What’s Next?
  • “Connected Devices” are the New Frontier
    Product: MobiLens
    Data: Three month average ending April 2011
  • iPad Owners Aren’t Just Apple Fanboys
    Product: MobiLens
    Data: Three month average ending March 2011
    Country: US, N= 30,817
    *Index = % of iPad Owners/% of Smartphone Owners x 100; Index of 100 indicates average representation
  • To Sum
    Mobile is here today
    An audience of 107M use mobile media every month.
    Connected Devices—smartphones, tablets, et al—are bringing a fundamental change in the way humans interact with technology.
    We’re being augmented in persistent and personal ways.
    Understanding trends and demographics is important for targeting an audience.
    But real innovation happens by thinking about the context and unique possibility of mobile – not just porting content to a smaller screen.
    37
  • Thank You!
    Questions?
    For Slides email mdonovan@comscore.com and put “WC2011” in Subject Line
    Tag your sites: direct.comscore.com
    Find out how we can help: learnmore@comscore.com