The Mobile Shift:
How connected devices are changing
consumer attitudes and behaviour
mSport Summit 2013

Hesham Al-Jehani...
Agenda


comScore Intro



Mobile Device Landscape



Mobile Media Trends



Mobile Sports Consumption



Demographic...
comScore Introduction

who are we and what we do?

© comScore, Inc.

Proprietary.

3
comScore is a leading internet technology company that
provides Analytics for a Digital World™

NASDAQ

SCOR

Clients

2,1...
Providing Analytics For More Than 2,100 Clients Globally
Media

Agencies

Telecom/Mobile

© comScore, Inc.

Financial

Pro...
The Challenge of Understanding Today’s Digital Consumer

PC/Mac

Tablet

Smartphone

TV

Gaming

 Digital Omnivores acces...
comScore Meets the Multi-Platform Challenge

MMX Multi-Platform
• Available in US and UK
• Official partner for digital au...
Mobile Device Landscape

the smartphone majority has
arrived!

© comScore, Inc.

Proprietary.

8
2012 Was An Eventful Year For All Things Digital and Mobile

• London 2012 Olympics, the first truly digital Games with 55...
Mobile is Fundamental to Growth!

"Today there is no argument
Facebook is a mobile company.“
Mark Zuckerberg

© comScore, ...
The Smartphone Majority Has Arrived: Penetration in EU5 at 59%
Smartphone Penetration
YoY Growth of 29%
in EU 5 and
German...
Over Four Fifths Of Handset Acquisitions are Smartphones

Newly acquired handsets in UK
by platform February 2013

Google
...
Smartphone Landscape Is Dominated by Android and iOS Devices
With Over Three Quarters Market Share
Smartphone platform mar...
Samsung The Largest OEM in UK

Device market share by OEM
LG
1%
LG
3%

Other
Sony 3%

Other
8%

5%

Sony
6%
BlackBerry
9%
...
Rapid Rise of UK Tablet Ownership to Over 10 Million Units
Tablet ownership over 18 month period to Feb 2013
(millions)
10...
Mobile Media Consumption

the rise of multi-platform digital
consumerism

© comScore, Inc.

Proprietary.

16
91% of Smartphone Users Connect to the Internet With Their Device
Compared to a Quarter Of Feature Phone Users
95% 2 Year
...
A Third of UK Internet Traffic Driven by Non-PC Devices And Mobile
Mobile Phones Make Up Almost A Quarter of All Traffic
S...
Almost 70% of All Mobile Phone Data Usage Takes Place Over a Wi-Fi
Network
Mobile phone traffic by network access
method a...
Apple iOS Devices Generate 73% of UK Mobile Traffic

Platform share of UK tablet & mobile
Internet traffic
6%

94%

Micros...
Share of Device Page Traffic on a Typical Workday

Devices Satisfy Different Demands Throughout the Day

Mobiles
brighten ...
Mobile Sports Consumption

mobile is driving growth in online
sports consumption

© comScore, Inc.

Proprietary.

22
Sports The 7th Largest Mobile Content Category: 13 Million Access
Sports News & Info On Their Phones
Top mobile content ca...
10% Average Mobile Exclusive Reach For Sports Sites

How BIG is The Total, Unduplicated
Audience for Sport?

Unduplicated
...
Top Mobile Sports Sites Enjoy Significant Uplift in Audience Reach
Through Mobile
Top 10 Mobile Sports Sites v PC Access (...
Growth In Online Sports Audience Coming Almost Entirely From
Mobile Access
PC and mobile phone access to sports sites two
...
2012 Olympics Was The First Digital Multi-Platform Games
Usage by hour across the day by device
for 28 July to 9 Aug

© co...
9.2m UK Mobile Visits to the BBC’s Olympics Coverage
Usage by hour across the day by device
28 July to 9 Aug

© comScore, ...
More Devices Mean More Consumption: Olympic Sports
Coverage Viewed Most by Multi-Platform Users
Average Time Spent Per Day...
Demographics

who are mobile sports fans?

© comScore, Inc.

Proprietary.

30
Demographic Profile of Sports Users Describe A Typical 25-34 Year
Old Employed Male on a Post Paid Tariff
26

Corporate
4%...
92% of Mobile Sports Fans Are Smartphone Owners

Device, platform and OEM share of
smartphone sports fans
Feature
8%

Smar...
Top 10 Sports Smartphones Dominated by Apple and Samsung
Devices
iPhone 4S
1.3M

Wildfire S
0.2M

iPhone 4
1.2M

HTC Desir...
Summary

key take-aways

© comScore, Inc.

Proprietary.

34
•

The smartphone majority has arrived with tablet ownership
rising rapidly

•

High-speed, ubiquitous mobile data connect...
What’s Next for Mobile in 2013?
Get the free white paper!
2013 Mobile Future in Focus Report
2012 was another milestone ye...
Thank you for your attention

mSport Summit 2013

Email: hal-jehani@comscore.com
Follow us on Twitter: @comScoreEMEA
Find ...
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The mobile shift 2013

  1. 1. The Mobile Shift: How connected devices are changing consumer attitudes and behaviour mSport Summit 2013 Hesham Al-Jehani, Product Manager Mobile, Europe | 24th April 2013 hal-jehani@comscore.com © comScore, Inc. Proprietary.
  2. 2. Agenda  comScore Intro  Mobile Device Landscape  Mobile Media Trends  Mobile Sports Consumption  Demographics  Summary © comScore, Inc. Proprietary. 2
  3. 3. comScore Introduction who are we and what we do? © comScore, Inc. Proprietary. 3
  4. 4. comScore is a leading internet technology company that provides Analytics for a Digital World™ NASDAQ SCOR Clients 2,100+ Worldwide Employees 1,000+ Headquarters Reston, Virginia, USA Global Coverage Measurement from 172 Countries; 44 Markets Reported Local Presence 32 Locations in 23 Countries Big Data Over 1.5 Trillion Digital Interactions Captured Monthly © comScore, Inc. Proprietary. V0113 4
  5. 5. Providing Analytics For More Than 2,100 Clients Globally Media Agencies Telecom/Mobile © comScore, Inc. Financial Proprietary. Retail Travel CPG Health Technology V0113 5
  6. 6. The Challenge of Understanding Today’s Digital Consumer PC/Mac Tablet Smartphone TV Gaming  Digital Omnivores accessing their digital world across multiple devices, in different ways across each day  Understanding the person—not just device traffic—is key © comScore, Inc. Proprietary. 6
  7. 7. comScore Meets the Multi-Platform Challenge MMX Multi-Platform • Available in US and UK • Official partner for digital audience measurement in UK via UKOM Unduplicated Digital Audience • PC • Smartphones • Tablets © comScore, Inc. Proprietary. 7
  8. 8. Mobile Device Landscape the smartphone majority has arrived! © comScore, Inc. Proprietary. 8
  9. 9. 2012 Was An Eventful Year For All Things Digital and Mobile • London 2012 Olympics, the first truly digital Games with 55m global browser visits to BBC sports online • Launch of 4G in 10 UK cities • Wi-Fi on London Underground • The digital switchover and the death of Ceefax • Launch of Microsoft Surface and iPad Mini tablet • Samsung becomes largest mobile phone OEM by market share • Facebook passes half a billion mobile user milestone • Angry Birds hits 1 billion downloads • The business failure of major high street chains - Comet, Jessops, HMV and BlockBusters © comScore, Inc. Proprietary. 9
  10. 10. Mobile is Fundamental to Growth! "Today there is no argument Facebook is a mobile company.“ Mark Zuckerberg © comScore, Inc. Proprietary. 10
  11. 11. The Smartphone Majority Has Arrived: Penetration in EU5 at 59% Smartphone Penetration YoY Growth of 29% in EU 5 and Germany leading the surge 55% 67% YoY Growth By Country Germany 45% 56% France 32% 55% Spain UK Italy 27% 68% 22% 20% © comScore, Inc. Proprietary. Source: MobiLens™. Data based on 3 month moving average to Feb 2013 11
  12. 12. Over Four Fifths Of Handset Acquisitions are Smartphones Newly acquired handsets in UK by platform February 2013 Google 56% Feature 17% Smartphones 83% Apple 27% Blackberry, 8% Windows, 8% Other, 2% © comScore, Inc. Proprietary. Source: MobiLens™. Data based on 3 month moving average to Feb 2013 12
  13. 13. Smartphone Landscape Is Dominated by Android and iOS Devices With Over Three Quarters Market Share Smartphone platform market share and growth UK 56% 4% 5%8% 2% 12% 19% 13% 18% 20% 19% 28% 29% 38% 27% 21% 26% Other 27% Microsoft Symbian -14% BlackBerry Apple 20% Google 39% 31% 22% 50% 42% 44% Feb 12 -51% Feb 13 27M 118% 33M © comScore, Inc. Proprietary. Source: MobiLens™. Data based on 3 month moving average to Feb 2013 13
  14. 14. Samsung The Largest OEM in UK Device market share by OEM LG 1% LG 3% Other Sony 3% Other 8% 5% Sony 6% BlackBerry 9% Samsung 28% Nokia 8% BlackBerry 13% Total Base 49.5 Million HTC 9% Nokia 19% Apple 18% © comScore, Inc. Proprietary. HTC 14% Source: MobiLens™. Data based on 3 month moving average to Feb 2013 Apple 28% Smartphone Base 33 Million Samsung 28% 14
  15. 15. Rapid Rise of UK Tablet Ownership to Over 10 Million Units Tablet ownership over 18 month period to Feb 2013 (millions) 10 Total Market 9 Tablet penetration for smartphone owners reaching 32% of base Apple iPads 8 +280% 7 6 5 +217% 4 3 2 6 million iPads 1 0 Sep-11 Nov-11 Jan-12 Mar-12 © comScore, Inc. May-12 Proprietary. Jul-12 Sep-12 Nov-12 Jan-13 Source: MobiLens™. Data based on 3 month moving average to Feb 2013 15
  16. 16. Mobile Media Consumption the rise of multi-platform digital consumerism © comScore, Inc. Proprietary. 16
  17. 17. 91% of Smartphone Users Connect to the Internet With Their Device Compared to a Quarter Of Feature Phone Users 95% 2 Year Growth Smartphone users who use connected media (millions) Feb-13 Jan-13 Dec-12 Nov-12 Oct-12 Sep-12 Aug-12 Jul-12 Jun-12 May-12 Apr-12 Mar-12 Feb-12 Jan-12 22 23 Dec-11 Nov-11 Oct-11 Sep-11 Aug-11 Jul-11 Jun-11 May-11 Apr-11 Mar-11 Feb-11 20 21 19 20 18 19 17 17 15 16 30 30 28 29 29 28 26 27 25 26 24 24 25 Connected Media = Used browser, application, native email, stream or download music and broadcast / on-demand video (does not include SMS) © comScore, Inc. Proprietary. Source: MobiLens™. Data based on 3 month moving average to Feb 2013 17
  18. 18. A Third of UK Internet Traffic Driven by Non-PC Devices And Mobile Mobile Phones Make Up Almost A Quarter of All Traffic Share of non-PC device traffic in the UK Feb 2013 PC 68% Non PC 32% Mobile 23% Tablet 8% Other 1% © comScore, Inc. Proprietary. Source: Device Essentials™, UK, February 2013 18
  19. 19. Almost 70% of All Mobile Phone Data Usage Takes Place Over a Wi-Fi Network Mobile phone traffic by network access method and platform Wi-Fi Mobile Network 68% 60% 60% 69% 96% 32% 40% 40% 31% 4% Mobile Phone Traffic © comScore, Inc. iOS Proprietary. Android Source: Device Essentials™, UK, February 2013 BB Microsoft 19
  20. 20. Apple iOS Devices Generate 73% of UK Mobile Traffic Platform share of UK tablet & mobile Internet traffic 6% 94% Microsoft 5% 1% iOS 21% 67% 3% 30% iOS Android Blackberry 85% Android 15% Other 73% 93% Blackberry Mobile © comScore, Inc. Proprietary. Source: Device Essentials™, UK, February 2013 Tablet 7% Other 20
  21. 21. Share of Device Page Traffic on a Typical Workday Devices Satisfy Different Demands Throughout the Day Mobiles brighten the commute Tablets popular at night PCs dominate working hours LATE NIGHT EARLY MORNING DAYTIME EARLY EVENING (12AM - 7AM) (7AM – 10AM) (10AM – 5PM) (5PM – 8PM) © comScore, Inc. Proprietary. Source: comScore Device Essentials, 21st Jan 2013 UK data PRIME TIME (8PM – 12AM) 21
  22. 22. Mobile Sports Consumption mobile is driving growth in online sports consumption © comScore, Inc. Proprietary. 22
  23. 23. Sports The 7th Largest Mobile Content Category: 13 Million Access Sports News & Info On Their Phones Top mobile content categories (million) News 31 Social Networking 4 million users access sports sites daily on their mobile phones 22 Search 21 Weather 21 News 18 Maps 14 Sports 13 Entertainment news 12 Reference 10 Online Retail 10 Photo / Video Sharing 8,805 Browser 11 Bank Accounts Mobile sports access method (000) 10 Auction sites 5,205 9 Tech news Application 9 Television Guides 8 © comScore, Inc. Proprietary. Source: MobiLens™. Data based on 3 month moving average to Feb 2013 23
  24. 24. 10% Average Mobile Exclusive Reach For Sports Sites How BIG is The Total, Unduplicated Audience for Sport? Unduplicated Online Audience 7 million 7 million Mobile Mobile users Users 26M © comScore, Inc. Proprietary. Source: MMX Multi-Platform ™. Feb 2013 Data 24 million accessing via PC 24
  25. 25. Top Mobile Sports Sites Enjoy Significant Uplift in Audience Reach Through Mobile Top 10 Mobile Sports Sites v PC Access (000s) PC Reach Exclusive Mobile Reach Mobile Reach 9,230 5,039 4,295 25% 37% 1,147 2,301 890 2,297 14% 685 1,900 17% 608 2,246 13% 583 697 448 46% 5,673 420 1,239 12% 350 854 20% 349 © comScore, Inc. 5% Proprietary. Source: MMX Multi-Platform ™. Feb 2013 Data 25
  26. 26. Growth In Online Sports Audience Coming Almost Entirely From Mobile Access PC and mobile phone access to sports sites two year trend (millions) 30 14 12 25 Mobile phone sports access up 54% in 2 years 10 20 8 PC 15 6 Mobile 10 4 5 2 © comScore, Inc. Proprietary. Feb-13 Jan-13 Dec-12 Nov-12 Oct-12 Sep-12 Aug-12 Jul-12 Jun-12 May-12 Apr-12 Mar-12 Feb-12 Jan-12 Dec-11 Nov-11 Oct-11 Sep-11 Aug-11 Jul-11 Jun-11 May-11 Apr-11 Mar-11 Feb-11 - Source: MMX Multi-Platform ™. and MobiLens™. MobiLens data based on 3 month moving average to Feb 2013, Feb 2013 Data for MMX 26
  27. 27. 2012 Olympics Was The First Digital Multi-Platform Games Usage by hour across the day by device for 28 July to 9 Aug © comScore, Inc. Proprietary. Source BBC: “The story of the digital Olympics: streams, browsers, most watched, four screens” bbc.co.uk/blogs/internet/posts/digital_olympics_reach_stream_stats 27
  28. 28. 9.2m UK Mobile Visits to the BBC’s Olympics Coverage Usage by hour across the day by device 28 July to 9 Aug © comScore, Inc. Proprietary. Source BBC: “The story of the digital Olympics: streams, browsers, most watched, four screens” bbc.co.uk/blogs/internet/posts/digital_olympics_reach_stream_stats 28
  29. 29. More Devices Mean More Consumption: Olympic Sports Coverage Viewed Most by Multi-Platform Users Average Time Spent Per Day Following Olympics in US 8hr 29min 47min 6hr 50min 51min 5hr 18min 4hr 19min 4hr 28min TV Only TV + PC Only 55min 59min 50min 4hr 19min 40min © comScore, Inc. Proprietary. 5hr Tablet Mobile PC TV 6hr 7min TV + PC + Mobile TV + PC + Mobile + Tablet Source: comScore custom analytics. Single Source Multi-Platform Study. A18+. 7/27/12 – 8/12/12. Total Day. Screen Status Definitions: TV+PC Only = Followed the Olympics on TV and PC but not on Mobile or Tablet, TV+PC+Mobile = Followed the Olympics on TV, PC and Mobile but not on Tablet, TV+PC+Mobile+Tablet = Followed the Olympics on all 4 screens. 29
  30. 30. Demographics who are mobile sports fans? © comScore, Inc. Proprietary. 30
  31. 31. Demographic Profile of Sports Users Describe A Typical 25-34 Year Old Employed Male on a Post Paid Tariff 26 Corporate 4% Age (%) Plan 22 Female 28% 15 Male 72% Postpaid 76% 7 13-17 18-24 £75k+ 7% <£15k 12% £55k - <£65k 9% £45k - <£55k 14% 25-34 35-44 45-54 55+ Other Retired 2% 6% Unemployed 6% Household Y £65k - <£75k 5% 14 Prepaid 20% 16 Status Employed part time 10% £15k - <£30k 26% Student 15% Employed Full time 59% £30k - <£45k 27% © comScore, Inc. Proprietary. Source: MobiLens™. Data based on 3 month moving average to Feb 2013 31
  32. 32. 92% of Mobile Sports Fans Are Smartphone Owners Device, platform and OEM share of smartphone sports fans Feature 8% Smartphone 92% Microsoft 4% Symbian 3% BlackBerry 10% Google 50% Other Nokia 5% 5% Sony 6% Apple 33% BlackBerry 10% Apple 33% HTC 14% Samsung 27% © comScore, Inc. Proprietary. Source: MobiLens™. Data based on 3 month moving average to Feb 2013 32
  33. 33. Top 10 Sports Smartphones Dominated by Apple and Samsung Devices iPhone 4S 1.3M Wildfire S 0.2M iPhone 4 1.2M HTC Desire S 0.2M Galaxy S2 0.7M Galaxy Ace 0.2M Galaxy S3 0.5M iPhone 3G 0.2M iPhone 3GS 0.4M iPhone 5 0.2M © comScore, Inc. Proprietary. Source: MobiLens™. Data based on 3 month moving average to Feb 2013 33
  34. 34. Summary key take-aways © comScore, Inc. Proprietary. 34
  35. 35. • The smartphone majority has arrived with tablet ownership rising rapidly • High-speed, ubiquitous mobile data connectivity will lead to even more mobile media consumption • Multi-platform users typically consume more across all their devices • Growth in online audience and engagement primarily driven by mobile access • A holistic view of the digital omnivore is necessary to succeed and grow your online business © comScore, Inc. Proprietary. 35
  36. 36. What’s Next for Mobile in 2013? Get the free white paper! 2013 Mobile Future in Focus Report 2012 was another milestone year in the life of mobile as continued innovation in hardware, software and device functionality laid the groundwork for the future of the industry. For a look at what’s ahead for mobile, download the 2013 Mobile Future in Focus Report: www.comscore.com/FutureinFocus2013 © comScore, Inc. Proprietary. 36
  37. 37. Thank you for your attention mSport Summit 2013 Email: hal-jehani@comscore.com Follow us on Twitter: @comScoreEMEA Find us on Facebook: facebook.com/comscoreinc © comScore, Inc. Proprietary.
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