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Conférence de Jeremy Copp (comScore) au L2 Think Tank à Paris le 24 Janvier 2012

Conférence de Jeremy Copp (comScore) au L2 Think Tank à Paris le 24 Janvier 2012

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  • 1. CLINIC: Mobile!Module 1! Jeremy Copp! comScore, Inc.!
  • 2. The Mobile Landscape in EuropeL2 Clinic Mobile - 24 January 2012Jeremy Copp, Vice President Mobile Europejcopp@comscore.com, +44 7876 567742
  • 3. Agenda–  Mobile Landscape   Devices & Platforms   From Phones Towards Connected Devices  Mobile Media   What? Content Consumption   When? Usage Patterns Mobile Commerce   Engagement   Behaviour   Transactions  Takeaways © comScore, Inc. Proprietary and Confidential. 9
  • 4. Mobile LandscapeDevices & PlatformsFrom Phones Towards Connected Devices © comScore, Inc. Proprietary and Confidential. 10
  • 5. Continued Rise of Smartphones  Smartphone adoption has reached nearly 42%  Growing 13 percentage points over the past year Growth  of  Smartphone  Audience   ES   UK   IT   FR   DE   EU5   60.0%   60.0%   50.0%   50.0%   Share  of  Smartphones  (%)   40.0%   Share  of  Smartphones  (%)   40.0%   30.0%   30.0%   20.0%   20.0%   10.0%   10.0%   0.0%   0.0%   -­‐10.0%   Product: MobiLens Data: Three month average ending October 2010 vs October 2011 © comScore, Inc. Proprietary and Confidential. 11 Country: EU5, N= 67,792
  • 6. Google & Apple Gaining in Platform Penetration  Symbian still represents largest installed base, but declining.  Google’s Android platform has grown rapidly to represent second largest audience. Smartphone  OperaSng  Systems     35,000   330.2%   350.0%   30,000   300.0%   %  Year  on  Year  Growth     250.0%   #  Smartphones  (000)   25,000   200.0%   162.6%   20,000   150.0%   15,000   63.6%   100.0%   54.3%   10,000   -­‐12.0%   50.0%   -­‐6.2%   5,000   0.0%   0   -­‐50.0%   Symbian     Google     Apple   RIM     MicrosoO   Other  OS     Oct-­‐2011   Growth   Product: MobiLens Data: Three month average ending October 2010 vs October2011 © comScore, Inc. Proprietary and Confidential. 12 Country: EU5, N= 67,792
  • 7. More Than Smartphones: the Tablets are Coming  6.6% of EU5 mobile phone owners also used a tablet in October 2011.  All five countries have similar audiences with between 2.9 million and 3.2 million tablet users. ProporSon  of  Mobile  Owners  That  Also  Own  Tablet   EU5   6.6%   ES   8.8%   IT   6.9%   FR   6.8%   UK   6.2%   DE   5.4%   Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary and Confidential. 13 Country: EU5, N= 67,792
  • 8. Connected Device View Changes Platform Market Dynamics  Operating system platforms extend beyond smartphones to tablets and other connected devices.  Symbian and Android lead the smartphone market; Apple leads in combined market share of platforms.  30% of devices in use run Apple’s iOS platform. OS Market Share Audience Installed Base Other     MicrosoO   4%   5%   Apple  iOS     RIM     Google  Android   8%   Apple  iOS     30%   Symbian     RIM     Symbian     26%   Smartphones     MicrosoO   Tablets   Google   Android   Other     Other  Devices  (iPod  Touch)   27%   0   5,000   10,000   15,000   20,000   25,000   30,000   35,000   40,000   Audience  Installed  Base  (000)   Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary and Confidential. 14 Country: EU5, N= 67,792
  • 9. Tablet Demographics  European tablet audience is predominantly male (61.9%).  Largest share of tablet owners are aged 25-34 (22.3%)  19.6% of owners are aged 35-44. EU5  Smartphone  Owners  by  Gender   EU5  Tablet  Owners  by  Gender          Female  ;          Female  ;   38.1%   43.7%          Male;   56.3%          Male;   61.9%   Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary and Confidential. 15 Country: EU5, N= 67,792
  • 10. iPads Have Broad Appeal Beyond Apple Devotees  iPhone owners over index on iPad ownership compare the average smartphone user  Motorola and LG phone users though are more likely to own an Apple Tablet. Index  of  Smartphone  OEM  Owners  to  Apple  iPad  Owners   210   180   164   103   97          Motorola          LG          Apple          Samsung          Sony  Ericsson   Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary and Confidential. 16 Country: EU5, N= 67,792
  • 11. Mobile MediaContent ConsumptionUsage Patterns © comScore, Inc. Proprietary and Confidential. 17
  • 12. PCs Still the Dominant Access Method  95.1% of EU5 browser based page views are from PCs  Mobile phones accounting for a majority of the remaining non-computer traffic. Share  of  Connected  Device  Traffic  in  EU5   3.2%   PC   95.1%   4.9%   Mobile   Tablet   Other   1.4%   0.3%   Product: Device Essentials Data: October 2011 © comScore, Inc. Proprietary and Confidential. 18 Country: EU5
  • 13. Tablets and Mobile Users Access Different Content   14.1% of page views in the Family & Parenting category are from mobile devices.   Technology News sites over index in tablet traffic compared to the total internet indicating that tablet owners are technology early adopters. Leading*  Categories  Accessed  via  Mobile  in   Leading*  Categories  Accessed  via  Tablet  in   EU5   EU5   Family  &  ParenSng   14.1%   Home   4.9%   Share of Total Category Traffic Family  &  AutomoSve  -­‐  Resources   12.5%   4.5%   ParenSng   Technology   Health  -­‐  InformaSon   8.4%   4.0%   -­‐  News   Career  Services  and   8.3%   PoliScs   3.1%   Development   General  News   6.6%   Real  Estate   3.1%   *Based  on  categories  in  which  a  majority  of  the  sites  have  adapted  our  UDM  Methodology,  which  u=lises  census-­‐level  informa=on  from  tagged  web  page  content.   Product: Device Essentials Data: October 2011 © comScore, Inc. Proprietary and Confidential. 19 Country: EU5
  • 14. PCs for Lunch, Tablets for Dinner on Weekdays  Most tablet activity was observed in the late evening between 9pm and 11pm.  Otherwise mobile and tablet consumption patterns were similar with mobile traffic showing peaks during typical commuter travel hours (around 9am and 6pm).  Computer-based traffic had its highest relative consumption during typical office hours, spiking around lunchtime. Share  of  Device  Page  Traffic  Over  a  Day:  Wednesday  7  December  2011   Tablet   Mobile   Computer   10%   9%   8%   7%   6%   5%   4%   3%   2%   1%   0%   12:00  AM   6:00  AM   12:00  PM   6:00  PM   Product: Custom Analytix Data: 7 December 2011 © comScore, Inc. Proprietary and Confidential. 20 Country: EU5
  • 15. Weekend Activity Closely Aligned  Usage patterns of all three devices align more closely with one another at weekends.  Two spikes occurred on the Saturday analysed at around 11am and 6pm. Share  of  Device  Page  Traffic  Over  a  Day:  Saturday  10  December  2011   Tablet   Mobile   Computer   8%   7%   6%   5%   4%   3%   2%   1%   0%   12:00  AM   6:00  AM   12:00  PM   6:00  PM   Product: Custom Analytix Data: 10 December 2011 © comScore, Inc. Proprietary and Confidential. 21 Country: EU5
  • 16. Mobile Media Usage Growing  76% of EU5 smartphone owners are mobile media users, growing at 62% year-on-year.  Mobile media usage in Germany & France growing quickest, but have smaller audiences currently. Growth  of  Smartphone  Owners  (000)  That  Used  Connected  Media  (Except  SMS)   + 62.1% 75,000   65,000   55,000   45,000   35,000   25,000   +  61.8%   + 89.4% + 72.0% + 32.4% + 62.0% 15,000   5,000   EU5   UK   Germany   France   Italy   Spain   Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary and Confidential. 22 Country: EU5, N= 67,792
  • 17. Social Networking On-the-Go  In Europe the number of monthly mobile social networking users has grown 46% in the past year, to reach 57.4 million users in October 2011.  More and more European consumers are using mobile social networking on a daily basis, this audience growing at 69% year-on-year. Top  5  UK  Social  Networking  Sites  on  Mobile*  vs  Classic  Web  by  %  Reach   Mobile  (Browser  Only)   Classic  Web   75.7   41.6   19.5   14.9   7.8   6.6   4.8   2.7   1.3   1.1   Facebook   Twiger   Linkedin   Myspace   Tumblr   *  Classic  Web  for  UK  includes  all  users  over  the  age  of  6+  while  Mobile  includes  all  ages   Product: MobiLens-EU5, GSMA Mobile Media Metrics-UK and Media Metrix-UK Data: October 2011 © comScore, Inc. Proprietary and Confidential. 23 Country: EU5, N= 67,792
  • 18. Mobile CommerceEngagementBehaviourTransactions © comScore, Inc. Proprietary and Confidential. 24
  • 19. Mobile Retail Shows Rapid Growth  Mobile retail is one of the fastest growing phenomena amongst smartphone users, with more than 13.6 million EU5 smartphone owners accessing a retail site in October 2011.  UK had the largest audience (4.7 million), but Germany showed highest growth (112% y-o-y). Growth  of  Mobile  Retail  Users  (000)   Oct  2010   Oct  2011   16,000   14,000   +85%   12,000   10,000   8,000   6,000   + 95% + 112% 4,000   + 40% + 89% + 88% 2,000   0   EU5          United  Kingdom            Germany            Italy            France            Spain     Product: MobiLens Data: Three month average ending October 2010 vs October 2011 © comScore, Inc. Proprietary and Confidential. 25 Country: EU5, N= 67,792
  • 20. Double-Digit Growth in All Mobile Retail and E-Commerce Categories  Access to all types of retail and e-commerce services is increasing in popularity.  More than 14 million smartphone owners accessed auction sites such as eBay (14.7% of the audience), growing at 66.9% year-on-year.  Online retail was accessed by 13.9% of EU5 smartphone owners and has increased its user base by 85.3% over the past year. Retail / E-Commerce 85.3% 16,000 90.0% 14,000 80.0% 66.9% 66.2% 12,000 60.0% 70.0%% Smartphone % YoY Growth 60.0% 10,000 45.0% 50.0% 8,000 37.1% 40.0% 6,000 30.0% 4,000 20.0% 2,000 10.0% 0 0.0% Auction Sites Online Retail Classifieds Shopping Guides Travel Service Automotive Services Oct-10 Oct-11 Year on Year Growth Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary and Confidential. 26 Country: EU5, N= 67,792
  • 21. In Store Nearly Half of All Smartphone Owners Use Their Phone for aShopping Activity  46% of all smartphone owners have performed at least one of the shopping activities analysed while they were in a physical retail store.  Taking a picture of a product is the most common activity with 21.8% reach amongst all ‘Mobile Shoppers’, followed by texting or calling friends or family about a product. Activities Performed in Retail Store Took picture of a product 21.8% Texted or called friends/family about a product 14.9% Scanned a product barcode 10.9% Sent picture of product to family/friends 10.1% Found store location 6.6% 46% of all EU5 Compared product prices 6.4% Smartphone owners have performed at least Researched product features 4.5% one of the shopping Found coupons or deals 3.9% activities in October 2011 Checked product availability 2.4% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% % Smartphone Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary and Confidential. 27 Country: EU5, N= 67,792
  • 22. QR Codes Offer Mobile Engagement Mechanism  Awareness and use of QR or bar codes in Europe is growing, with Germany leading the way in penetration. %  of  Smartphone  Users  Scanning  QR/Bar  Code   14.9   13.2   12.5   12.1   10.0   9.6   EU5   DE   UK   FR   ES   IT   Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary and Confidential. 28 Country: EU5, N= 67,792
  • 23. The Smartphone Acts as a Bridge Between Different Types of Media   QR Codes are mostly scanned while  45.2% of QR Codes scanned are found being at home, with a 58.7% reach in printed magazines or newspapers. among Smartphone owners who  Mobile successfully reaches different scanned a QR Code type of media; 7.0% of all QR Codes 11.9 Million Smartphone   Retail Stores take second position with scanned are even seen on TV! owners 24.4% scanned QR Code Location When Scanning QR Source of QR Code Scanned Code Printed magazine or newspaper 45.2% At home 58.7% Product packaging 32.8% Retail store 24.4% Website on PC 29.7% Outside or on public transit 21.3% Poster or flyer or kiosk 24.3% Grocery store 18.5% Business card or brochure 11.3% Storefront 9.3% At work 18.4% TV 7.0% Restaurant 6.4% 0.0% 20.0% 40.0% 60.0% 0.0% 20.0% 40.0% 60.0% 80.0% % Scanned QR Code with Smartphone % Scanned QR Code with Smartphone Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary and Confidential. 29 Country: EU5, N= 67,792
  • 24. Deal-A-Day Conquers Mobile in Europe   10.1% of EU5’s Smartphone owners used deal-a-day services in October 2011, which accounts for almost 10 million consumers.   21.6% of deal-a-day users accessed the service almost every day.   Groupon is by far the most popular brand among deal-a-day users with 57.5% reach. Frequency of Using Deal-a-Day Top 5 Deal-a-Day % Reach Among 50.0% Brands Deal-a-Day Users 44.7%% Smartphone Owners Using Deal-a- 45.0% 40.0% Groupon 57.5% 33.7% 35.0% 30.0% 25.0% 21.6% LivingSocial 17.9% 20.0% Day 15.0% Groupalia 16.9% 10.0% 5.0% 0.0% Daily Deal 6.1% Almost every day At least once each Once to three week times throughout the month Gilt Groupe 5.6% Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary and Confidential. 30 Country: EU5, N= 67,792
  • 25. Takeaways © comScore, Inc. Proprietary and Confidential. 31
  • 26. Takeaways  The smartphone and tablet audience continues to grow rapidly –  Consumers are willing and able to engage in connected media –  Early days in terms of tablets as mass media device  Connected devices offer constant, personalised access to content –  Used throughout the day –  Ever increasing mobile media user base  Mobile retail and transaction is a reality –  Connected devices enable engagement online & bricks-and-mortar locations –  Use mobile to stimulate transactions  Apple’s iOS is a good bet as a target platform for services –  Users have a high propensity to consume media –  Currently represents the highest volume platform for connected devices –  However, Android based device users show similar characteristics  Consider the market carefully – how will you reach your target audience? –  The reality as revealed by measurement is often different from intuition © comScore, Inc. Proprietary and Confidential. 32
  • 27. Thank youJeremy Coppjcopp@comscore.com