Transcript of "Com score 2012 mobile future in focus"
Key Insights from 2011 and What They Mean for the Coming Year February 2012
Introduction 201 was a pivotal year for the mobile industry, marked by the 1 dramatic rise of smartphones in the mainstream, the burgeoning of tablets and other web-enabled connected devices, and a cultural shift toward cross-platform digital media consumption. With mobile becoming an increasing part of comprehensive digital marketing strategies, it becomes more important than ever to understand how the current trends are shaping the mobile environment, with an eye to what lies ahead for 2012. This report examines the mobile and connected device landscape across the mobile markets measured by comScore – primarily the United States, United Kingdom, France, Germany, Italy, Spain, Japan, and Canada – through an exploration of dominant themes in smartphone adoption growth, mobile media use in areas such asFOR FURTHER INFORMATION, social networking and retail, platform ecosystem dynamics, and shifts PLEASE CONTACT: in multi-device digital media consumption. Sarah Radwanick comScore, Inc. +1 206 268 6310 firstname.lastname@example.org Carmela Aquino comScore, Inc. +1 703 438 2024 email@example.com Stay Connected Follow @comscore 2
Contents Data Note This report is based on a combination 4 Executive Summary of sources in the comScore mobile suite of products, including behavioral 6 Mobile and Connected Device Landscape data from comScore Device Essentials, comScore Mobile Metrix 2.0 and GSMA 10 Mobile Handsets 16 Mobile Media Metrics (MMM). The majority of this report utilizes data from Smartphone Adoption comScore MobiLens, which is based on a nationally-representative survey of mobile subscribers age 13+ in the U.S., 25 Mobile Media ConsumptionUK, France, Germany, Italy, Spain, Japan, and Canada. All monthly data from 36 Tablets and Multi-Platform Consumption comScore MobiLens are averaged over three months on a rolling basis, except 43 Conclusion 48 for Canada which is currently measuredon a monthly basis, and unless otherwise Methodology and Definitions mentioned. Smartphones are defined throughout the report as mobile phonesthat use the Google Android, Apple iOS, RIM Blackberry, Microsoft, and othersimilar platforms. For more information on comScore products, please visitwww.comscore.com/Products_Services.
Executive SummarySmartphones Gain Traction Among ‘Early Surge in Mobile App Usage Shapes a Dual MobileMajority’ Driving Mobile Media Consumption Browsing Experience, Fueling Category GrowthSmartphones gained rapid adoption among mainstream Along with the growth in smartphone adoption, investmentconsumer segments across markets. Nearly 42 percent of all in mobile applications by publishers has fueled increasingU.S. mobile subscribers now use smartphones, along with app usage among total mobile users. In 2011, both the U.S.44 percent of mobile users across the EU5 (comprised of and EU5 saw strong growth in the usage of apps, reachingFrance, Germany, Italy, Spain, and the UK). Mobile media parity with the mobile browser audience by year’s end. Healthusage – defined as browsing the mobile web, accessing ranked as the fastest-growing mobile media category in theapplications, or downloading content – saw a surge in activity U.S. in 2011, followed by Retail and other commerce-relatedand surpassed 50 percent penetration in many markets, categories such as Electronic Payments and Auction Sites.supported by the proliferation of high-speed networks andincreased public WiFi availability. ‘Smart Shoppers’ Disrupt Traditional Retail as Smartphones Enter Brick-and-Mortar StoresSmartphone Platform Wars Intensify As More than half of the U.S. smartphone population usedAndroid and Apple Take the Lead in Most their phone to perform retail research while inside a storeMarkets in 2011, illustrating the emergence of savvy smartphoneThe Google Android and Apple iOS smartphone platforms shoppers who bring online shopping behaviors in-store. Atemerged as the leaders of the U.S. smartphone market in the end of 2011, nearly 1 in 5 smartphone users scanned2011, with Android capturing just shy of half the smartphone product barcodes and nearly 1 in 8 compared prices on theirmarket and iOS accounting for nearly 30 percent of the phone while in a store. Male and female smartphone usersmarket, ousting other platforms in the process. Android’s exhibited mobile retail behaviors to differing degrees, asrapid rise is notable given its relatively recent emergence females were more likely to use their devices to share theiron the scene. In the EU5, Android saw similarly significant shopping experience socially while males were more likelygains, unseating market leader Symbian in 3 out of the 5 to do product research. As mobile retail usage grows notEuropean markets measured. But the platform race is far just in the U.S. but also across other markets, retailers facefrom over as other players fight to reclaim market share. the challenge of understanding how audiences interact withUnder new leadership, RIM held on to the leading position in their mobile devices while shopping to take advantage of anyCanada’s smartphone market, albeit followed closely by iOS. opportunities to increase customer conversion.Microsoft took steps to rebuild its platform share with a Nokiapartnership in the works and the launch of its Metro userinterface across multiple devices. 4
executive Mobile Devices Fuel Social Networking On-The- Go, Driving Real-Time Online Interaction Mobile Connectivity and Connected Devices Encourage Cross-Platform Digital Media summary With the means to connect on-the-go, mobile users have not Consumption among ‘Digital Omnivores’ only adopted real-time social networking on their devices at a Tablets quickly rose in popularity in 2011, taking less than growing rate but they are doing so with increasing frequency. two years to reach nearly 40 million tablets in use among the 64.2 million U.S. smartphone users and 48.4 million EU5 U.S. mobile population, significantly outpacing smartphones smartphone users accessed social networking sites or blogs which took 7 years to reach similar levels of adoption. By the on their mobile devices at least once in December 2011, end of 2011, nearly 15 percent of U.S. mobile users also with more than half of these mobile social networking users had tablets – a trend seen across other markets as well. accessing social media almost every day. While mobile social Combining portability with powerful computing functionality in networking users showed the highest propensity to read a sleek, user-friendly package, tablets have emerged as the posts from people they knew personally, more than half of fourth screen, heralding a shift to an increasingly multi-device those in the U.S. and nearly half in the EU5 also reported lifestyle that is becoming the norm for many consumers we reading posts from brands, organizations, and events. call “digital omnivores” who engage seamlessly with multiple With people increasingly using social networking sites not online touchpoints throughout a day. Even when accessing just to interact with their friends but also with brands and the same content, each device has very different peak usage organizations, this platform will only grow in importance for times throughout a typical day, highlighting their varying use those advertisers seeking to engage their social networking cases and value propositions to the digitally-connected audiences through mobile with location-based services. consumer.
Mobile and Connected Device Landscape Mobile media Mobile Media Use Soars in 2011 usage in the U.S. 2011 saw mobile media use accelerate across markets, Among the eight markets analyzed, Japan had the highestand UK surpassed fueled by the popularity of smartphones, the growing penetration of mobile media usage at 76.2 percent in availability of WiFi paired with the proliferation of 3G and 4G December 2011. The UK followed with more than 56 percent 50% in 2011 wireless networks, and continuing shifts towards a constantly of its mobile population using mobile media, having crossed connected consumer lifestyle. A significant percentage of the 50-percent threshold halfway through the year. Mobile mobile users reported engaging with mobile media – which is media usage in the U.S. showed similar penetration of 55.2 defined as browsing the mobile web, accessing applications percent, with more than half of mobile subscribers using or downloading content – with penetration of this behavior mobile media at the beginning of Q3 2011. The strong rise in increasing 9.2 percentage points across the EU5 (France, penetration of mobile media usage and continued adoption Germany, Italy, Spain, United Kingdom) and 11.6 points in of different means of accessing digital content indicate the United States. significant opportunity for content creators, publishers and app developers as this behavior becomes even more ubiquitous. Share of Mobile Media Users Across Markets Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 76.2% 56.6% 55.2% 49.9% 49.7% 43.9% 43.6% 40.0% JAPAN UK U.S. CANADA SPAIN FRANCE ITALY GERMANY 6
mobile and Rise of Smartphones Drives Surge in Mobile Media Consumptionconnected The significant increase in mobile media usage can be attributed to the widespread adoption of smartphones Smartphone Installed Audience (000) Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 device throughout 2011. The smartphone audience in the EU5 UK 25,386 achieved a significant 44-percent increase to 104 millionlandscape subscribers, representing 44.0 percent of all mobile users. Spain 17,855 Canada 9,103 The U.S. saw an even stronger increase of 55 percent to 98 million smartphone subscribers, representing nearly 42 Italy 21,067 percent of all U.S. mobile users. US 97,865 France 18,788 In July 2011, smartphones surpassed feature phones in Germany 21,300 the U.S. in terms of new mobile acquisitions for the first Japan 16,902 time, buoyed by the continued development of smartphone models and rollout of more affordable device options – particularly on the Android platform – across all carriers. By the end of the year, nearly 60 percent of all recently acquired mobile devices in the U.S. were smartphones, illustrating how pervasive these devices have become among the mobile audience. In comparison, less than 20 percent of new devices acquired were smartphones at the end of Q1 2009. Share of Smartphone Users Across Markets Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 UK 51.3% SPAIN 51.0% CANADA 45.3% ITALY 43.9% U.S. 41.8% FRANCE 40.0% GERMANY 37.0% JAPAN 16.6% 7
mobile and Mobile and Connected Devices Generate Increasing Share of Internet Traffic connected In 2011, tablets, e-readers and other web-enabled handheld devices – collectively known as “connected Share of Connected Device Traffic in the U.S. Source: comScore Device Essentials, Dec-2011, U.S. device devices” – grew in popularity alongside smartphones as they provided consumers with new ways to connect landscape digitally. The rapid adoption of smartphones coupled with 0.5% the growth of connected device usage ushered a period of 8% of total U.S. expansion for Internet use on-the-go, introducing shifts in 2.5%Internet traffic comes online visitation away from “classic web” use on desktop and laptop computers to mobile platforms. from mobile and 91.8% 8.2% connected devices By December, mobile and connected devices were driving approximately 8 percent of observed Internet traffic* in the 5.2% United States. Mobile phones drove the majority of the traffic at 5.2 percent, while tablets delivered 2.5 percent of all digital traffic in the market. Other mature technology markets show similar trends in share of Internet traffic coming from mobile and connected devices, illustrating the impact of such devices on Internet use. 2012 will see Computer OTHER TABLET MOBILE device manufacturers continue to develop more affordable and innovative connected device offerings, as wireless carriers continue to make significant investments in 4G networks and WiFi hotspots. As the availability of devices and network improvements fuel mobile and connected device usage, we expect to see Internet traffic from these devices secure a growing share of total digital traffic in the year to come – an important trend that will affect the entire ecosystem, including advertisers, publishers, app developers, among others. *Internet traffic is measured here and throughout the paper as census-level page view data collected from more than a million domains tagging with comScore. 8
Around the world, similar trends can be seen in varying degrees as mobile phones and tablets increasingly become agateway to the web. In an analysis of 10 selected worldwide markets, Singapore led in driving the highest share of non-computer Internet traffic at more than 11 percent at the end of the year. The UK followed, with nearly 10 percent of trafficcoming from mobile phones, tablets and other connected devices. These two markets also drove the highest percentageof mobile Internet traffic among the markets studied. Japan ranked third in driving mobile Internet traffic at nearly 6 percent.This shift in global device consumption is not only of paramount importance to local brands and digital ecosystems, butalso for multinational brands seeking to understand their audiences across borders and across screens.Non-Computer Traffic for Selected MarketsSource: comScore Device Essentials, Dec-2011SINGAPORE 11.5% UK 9.5% U.S. 8.2% AUSTRALIA 7.7% JAPAN 7.1% CANADA 6.5% SPAIN 5.2% INDIA 5.1% FRANCE 2.8% BRAZIL 1.5% MOBILE TABLET OTHER 9
Mobile Handsets Apple iPhone 4 Smartphones Shape the Global Device Landscape ranked as top 2011 saw consumers face an ever-growing number of device options to consider when making a mobile phone purchase,acquired phone in particularly when shopping for a smartphone. In the U.S. alone, there were more than 400 smartphone devices on the market at the end of 2011, supplying consumers with a plethora of options when making a purchase. In several markets, the U.S. and smartphones surpassed feature phones to account for the majority of new device purchases for the first time during 2011. EU5 in 2011 During the year, Germany, France, Italy, Canada and the U.S. all achieved this milestone, joining the UK and Spain which passed this threshold in 2010. The UK and Spain, which both see smartphone ownership account for more than half of their total mobile populations, foreshadow the trend that will occur in other markets as smartphone devices make their way into the majority of mobile users’ hands during 2012. Smartphones Surpass Feature Phones as the Top Acquired Device Type Source: comScore MobiLens May 2010 September 2010 January 2011 June 2011 UK Spain Germany Italy and Canada February 2011 July 2011 France U.S. 10
mobile Looking at the past year’s most acquired devices further demonstrates this device shift, as all five of the most Top Acquired Phones in the U.S. Source: comScore MobiLens, Jan-2011 to Dec-2011handsets acquired devices in the U.S. and EU5 were smartphones. 1 Apple iPhone 4 Apple displayed its strength by ranking in the top three 2 Apple iPhone 3GS spots in the U.S. and 3 of the 5 slots in the EU5, with the iPhone 4 ranking #1 in both markets. Although not released 3 Apple iPhone 4S until October, the iPhone 4S rapidly gained transaction to 4 RIM - BlackBerry Curve 8530 secure the #4 ranking in the U.S. and the #5 ranking in 5 HTC - EVO 4G the EU5 as Apple once again delivered a device instantly popular with consumers. Top Acquired Phones in the EU5 In the U.S., the BlackBerry Curve 8530 took the #4 Source: comScore MobiLens, Jan-2011 to Dec-2011 spot despite RIM shedding a significant portion of its smartphone share throughout 2011. The HTC – EVO 4G 1 Apple iPhone 4 secured the #5 slot and was the only device in the top 5 2 Apple iPhone 3GS running the Android operating system, demonstrating that 3 Samsung - Galaxy Ace S5830 even though Android leads in smartphone platform share, 4 Samsung - Galaxy S II its fragmentation across devices keeps OEMs in a constant 5 Apple iPhone 4S competition over platform users. In the EU5, Samsung secured the #3 and #4 spots with the Galaxy Ace S5830 and the Galaxy S II, as Samsung increased its market share in each of the five European markets. 11
mobile U.S. and EU Smartphone Buyers Rate OS Brand as Very Important in Their Purchase Decisionhandsets In this rapidly developing and increasingly competitive market, it is critical for OEMs, operating systems and demonstrating the importance of the ecosystem experience, smartphone owners rated selection of apps and music/video carriers to understand what is driving consumers’ mobile capabilities as significantly more important than the total purchase decisions. Among both the total U.S. mobile mobile market. Meanwhile social networking features were audience and smartphone purchasers exclusively, both less important, falling outside of the top purchase factors segments ranked network quality as the most important for smartphone buyers, despite the overall popularity in factor in purchasing a new device. accessing social networking sites on mobile devices. For U.S. smartphone purchasers, phone operating system Both the total mobile market and smartphone-specific immediately followed with a rating of 8.1 on a 10-point scale, purchasers rated cost, including overall cost of monthly demonstrating the importance of OS brand awareness in service and price of phone, at nearly the same importance purchase decisions. OS was more important for purchasers level, demonstrating that price still reigns as a central factor than handset brand, as consumers placed a higher degree of in nearly all consumers’ purchase decisions and will be an value on the mobile ecosystem than the phone itself. Further important selling point in 2012 and beyond. U.S. Top Purchase Consideration Factors for Smartphone Purchasers vs. Total Mobile (1-10 scale, 10=most important) Source: comScore MobiLens, 3 mon. avg. ending Dec-2011, U.S. 8.2 NETWORK QUALITY OF MOBILE SERVICE PROVIDER 8.0 8.1 PHONE OPERATING SYSTEM 7.3 7.9 SELECTION OF APPS 7.1 7.8 OVERALL COST OF MONTHLY SERVICE 7.9 7.8 COST OF DATA PLAN 7.6 7.6 MUSIC AND VIDEO CAPABILITIES 6.8 7.5 BRAND NAME OF MOBILE SERVICE PROVIDER 7.2 PRICE OF PHONE (after rebates/incentives) 7.4 7.5 SMARTPHONE TOTAL MOBILE 12
mobile When looking at the EU5, network quality of mobile service provider also ranked as the most important factor when making a purchase decision for both the smartphone and the total mobile market. Compared to the U.S., Europeans ranked cost ashandsets relatively more important compared with other factors in their purchase decision, while operating system and selection of apps remained highly important to smartphone purchasers on both sides of the Atlantic. EU5 Top Purchase Consideration Factors for Smartphone Purchasers vs. Total Mobile (1-10 scale, 10=most important) Source: comScore MobiLens, 3 mon. avg. ending Dec-2011, EU5 7.8 NETWORK QUALITY OF MOBILE SERVICE PROVIDER 7.6 7.7 OVERALL COST OF MONTHLY SERVICE 7.5 7.6 PHONE OPERATING SYSTEM 7.0 7.5 SELECTION OF APPS 6.9 7.4 PRICE OF PHONE (after rebates/incentives) 7.3 7.3 COST OF DATA PLAN 7.0 7.2 MUSIC AND VIDEO CAPABILITIES 6.8 7.0 BRAND NAME OF PHONE 6.7 SMARTPHONE TOTAL MOBILE 13
mobile Top OEMs – Smartphones Shake Up the Handset Market handsets Across markets, the battle between OEMs continues to intensify, especially among smartphone device makers as Top OEMs by Share of Total Mobile Market and Smartphone Market Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 partnerships with operating systems and carriers become Samsung and ever-more strategically important in today’s ecosystem. Total Mobile Smartphone Nokia handsets Nokia 24.4% Apple 26.4% Analysis across European markets revealed that Nokia Samsung 19.9% HTC 18.5% account for largest accounted for the largest share of total mobile handsets (feature Apple 13.6% RIM 18.3% share of device phone and smartphones combined) across four of the five EU5 Samsung 37.9% Samsung 27.3% Nokia 18.5% Apple 25.2% market in North markets in December 2011, including the UK (24.4 percent), Apple 10.1% Nokia 15.8% Germany (29.1 percent), Italy (43.8 percent) and Spain (40.7America and Europe percent), while coming in second to Samsung in France with Nokia 29.1% Nokia 25.1% Samsung 24.3% Apple 22.2% 18.5 percent share. Samsung secured more than one-third of Sony Eric. 13.5% Samsung 20.3% the total mobile market in France at 37.9 percent and led in the Nokia 43.8% Nokia 51.7% U.S. (25.3 percent) and Canada (24.3 percent). Apple, which Samsung 24.2% Apple 15.8% was absent from the top 3 OEM rankings last year, made its LG 7.2% Samsung 14.1% way to the #3 position in the UK (13.6 percent) and France Nokia 40.7% Nokia 37.2% (10.1 percent) driven by continued smartphone adoption and the Samsung 20.4% Samsung 17.9% recent introduction of iPhone 4S. Sony Eric. 8.4% Apple 11.5% Sharp 24.4% Apple 33.6% Japan’s ranking of top OEM providers did not overlap at Panasonic 13.6% Sharp 27.7% all with any of the markets in Europe, Canada or the U.S., Fujitsu 11.5% Sony Eric. 12.8% highlighting the uniqueness of this market. Sharp led as the top Samsung 24.3% RIM 32.6% LG 18.8% Apple 31.2% OEM in Japan, securing 24.4 percent of the market, followed RIM 14.8% Samsung 11.0% by Panasonic (13.6 percent) and Fujitsu (11.5 percent). None Samsung 25.3% Apple 29.6% of these brands had significant penetration elsewhere. LG 20.0% RIM 16.0% Motorola 13.3% HTC 14.6% When looking exclusively at smartphone manufacturers, Apple secured the top ranking in the U.S. (29.6 percent), UK (26.4 percent of the market. With smartphones surpassing feature percent) and Japan (33.6 percent), Nokia led in Germany, Italy phones as the most acquired device type in the majority of these and Spain’s smartphone markets, and Samsung commanded markets in 2011, this already heated landscape will only see the top position in France. RIM, which was the top smartphone competition intensify among OEMs and operating systems as operating system in Canada, was also the top handset with 32.6 they vie to win consumers’ investment and their loyalty. 14
mobile Smartphone Carrier Networks See Increased Competitionhandsets Analysis of the network operator landscape in the U.S. found that the four largest mobile network providers – An exclusive look at the smartphone market reveals a different story, with AT&T accounting for the largest share Verizon, AT&T, Sprint and T-Mobile – combined to account at 33.5 percent, followed closely by Verizon at 30.4 percent for nearly 78 percent of the total U.S. mobile subscriber share. Verizon grew its share 3.7 percentage points from the market in December 2011. Verizon led the U.S. mobile previous year, bolstered by its growing menu of smartphone market as the carrier for 31.6 percent of mobile subscribers. options, including the introduction of a Verizon iPhone in AT&T, which ended its bid to buy T-Mobile USA in early 2011, which marked the end of AT&T’s arrangement December, ranked second at 26.3 percent, followed by with Apple as the exclusive carrier of the iPhone. Sprint, Sprint (10.5 percent) and T-Mobile (9.5 percent). which also saw the iPhone debut on its network near the end of 2011, reached 13.7 percent of smartphone subscribers, while T-Mobile accounted for 11.3 percent U.S. Network Operator Share of Total Mobile Market of the market. Source: comScore MobiLens, 3 mon. avg. ending Dec-2011, U.S. verizon, 31.6% at&T, 26.3% sprint, 10.5% t-mobile, 9.5% Verizon (31.6%) tracfone, 7.1% sprint prepaid, 5.1% T-Mobile (9.5%) metropcs, 3.2% other, 2.8% us cellular, 2.1% Sprint (10.5%) cricket, 1.9% AT&T (26.3%) 15
Smartphone Adoption Smartphone Smartphone Adoption Gains Across Marketsadoption surpasses 2011 saw smartphone adoption experience strong gains Some key factors accelerating smartphone adoption across 50% penetration across much of the developed world. In the U.S. and these markets are the proliferation of 3G and 4G networks, EU5 markets, smartphone penetration grew at least 8 innovations in device functionality and applications, andmilestone in the UK percentage points and in many cases, significantly more aggressive pricing. While the newest models of many and Spain than that. Both the UK and Spain saw smartphone adoption high-demand smartphones continue to have higher price surpass 50 percent penetration, representing an important points, earlier models are increasingly being offered to milestone in the evolution of this market. Meanwhile, the consumers at very low costs – or in some cases, for free U.S., France, and Italy all saw smartphone penetration – with the purchase of a wireless service contract. In the surpass 40 percent of the market. U.S. for instance, Apple currently offers a free 8GB iPhone 3GS with the purchase of a two-year service contract. As smartphones become more accessible for an increasing segment of the market, we should expect adoption to accelerate even faster throughout 2012. Smartphone Share of Total Mobile Audience Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 vs. Dec-2010 51.3% 51.0% 44.0% 43.9% 41.8% 40.0% 37.6% 37.0% 34.2% 35.2% 31.0% 27.0% 25.8% 25.0% u.s. eu5 Uk SPAIN italy FRANCE GERMANY dec-10 dec-11 16
smartphone Smartphones Most Popular Among 25-34 Year Olds adoption Smartphone adoption, while quickly breaking into mainstream consumer segments, continues to be more users (55.7 percent). In both the U.S. and Europe, 25-34 year olds comprise the largest proportion of the respective popular among certain segments of the market. While in the markets, followed by 35-44 year olds. Europe has a slightly U.S., smartphone users are fairly evenly split among males higher profile of smartphone users age 55 and older, while and females, EU5 markets have a higher incidence of male the U.S. has a higher percentage of 18-24 year old users. Percent Composition of Smartphone Users by Age Source: comScore MobiLens, 3 mon. avg. Dec-2011, U.S. and EU5 51.3% male 55.7% 48.7% female 44.3% 6.3% age 13-17 7.6% 17.2% age 18-24 14.4% 25.6% age 25-34 22.0% 20.7% age 35-44 21.1% 15.6% age 45-54 16.0% age 55+ 14.6% 18.9% U.S. EU5 17
smartphone Fastest-Growing Segments of Smartphone Adopters Suggest Affordability Driving Growth adoption The current age and gender dynamics indicate that the smartphone market has not yet fully matured with many U.S. Fastest Growing Demographic Segments Among Smartphone Users Source: comScore Mobilens, 3 mon avg. ending Dec-2011 vs. Dec-2010, U.S. demographic segments remaining partially penetrated. While smartphone adoption grew across nearly every demographic segment in the past year, certain segments HH size: 6 persons 99% achieved significantly faster growth than their peers. An analysis of the fastest-growing U.S. demographic segments hh income: under $25K 98% within age, gender, household income, household size, education and census region paints a vivid portrait of how the market dynamics are changing. The most significant employment: retired 92% growth (99 percent) occurred among 6-person households, a segment that is typically very cost-conscious due to the household size, which suggests that the proliferation education: assoc degree 80% of low-cost smartphones subsidized by carriers with the purchase of a new wireless contract or additional family plan age: 55-64 79% subscriber lines may be driving adoption. This hypothesis is supported by other fast-growing demographic segments, including those making less than $25,000, retirees, and gender: female 70% people age 55-64, all of whom tend to be more cost- conscious segments. In addition, women and people living in the Midwest are adopting smartphones at a much faster region: midwest 62% than average rate. This profile of fast-growing smartphone adopters in 2011 suggests that traditional late adopter segments are the ones climbing aboard the smartphone bandwagon with the most vigor. Although these segments are in many cases still small relative to other segments, their rapid growth trajectory suggests the smartphone market is quickly going mainstream. The increasing affordability of smartphones continues to be an important growth driver, with many Americans now feeling like they are a part of a club that once seemed exclusive. 18
smartphone Android Captures Nearly Half of U.S. Smartphone Market adoption The U.S. smartphone market has seen significant shifts in market share in the past couple of years with Android and iOS devices U.S. Smartphone Market Share by OS Source: comScore MobiLens, 3 mon. avg. ending Jun-2010 to Dec-2011, U.S. gaining share at the expense of everyone else. Android, in Android and particular, has quickly captured a significant percentage of the 100% 90% iOS account market and now reigns as the leading smartphone platform at 80% for 3 in 4 47.3 percent. Where are all these new Android owners coming 70% from? Data suggest that many RIM users are actually shifting to 60% smartphones Android when they purchase a new smartphone. Specifically, 50% in the U.S. of RIM users who purchased a new smartphone in 2011, 31 40% 30% percent purchased Android phones while 43 percent stuck 20% with a RIM device. Despite being a longtime market leader in 10% the U.S., RIM faced challenges in reacting to rapidly-changing 0% Jun-10 oct-10 feb-11 jun-11 oct-11 consumer preferences for a better browsing experience, sleeker touch interface, and an expanded app marketplace. microsoft symbian palm rim ios android The iOS smartphone share gains were somewhat more deliberate in nature throughout much of the year, never gaining more than 0.6 percentage points in a month until the end of the year. However, 1.5 percentage points of its 4.6 point gain for the year came in the final two months of 2011 on the heels of the iPhone 4S launch in October. RIM, currently the third leading platform in U.S. market share, has seen the greatest attrition with its market share halving in the past year to 16.0 percent. 19
smartphone 2012 will be a significant year in the U.S. smartphone market as adoption soars past 100 million owners and more U.S. Smartphone Market Share by OS Expanded Trend Source: comScore MobiLens, 3 mon. avg. ending Dec-2005 to Dec-2011, U.S. adoption than half of the market use smartphones as their primary 100% 8% 4% 4% 3% mobile devices. iOS and Android will continue to maintain a 90% 10% 16% 23% stronghold on the platform market with the most advanced 80% 32% 5% ecosystems of apps and complementary products. RIM 70% 28% 31% 40% 41% continues to face a significant challenge in regaining market 26% 4% 30% 60% 8% share, as it promises to address product weaknesses under 16% 6% 50% 12% new leadership. Finally, Microsoft could emerge as a strong 28% 40% 18% 25% contender with its new Metro user interface promising to 35% 30% 26% unify Windows-based phones, tablets, and computers and 36% 47% 20% a partnership with Nokia to serve as the primary platform for 34% 25% 29% its smartphones. 10% 17% 9% 17% 0% If it looks like Android and Apple are positioned to lock Dec-2005 Dec-2006 Dec-2005 Dec-2006 Dec-2007 Dec-2008 Dec-2009 Dec-2007 Dec-2008 Dec-2009 Dec-2010 Dec-2010 Dec-2011 Dec-2011 up the smartphone market, one would be well-advised to symbian RIM palm microsoft ios android recall the history of this market and how quickly leadership positions can change. If we travel back in time to 2005, Palm was the smartphone market leader at 35 percent, What does the future of the U.S. smartphone market followed by RIM and Symbian, each with more than look like? One could argue that the emergence of apps 20 percent of the U.S. market. By 2006, Microsoft had and more well-developed ecosystems around particular grabbed the lead, only to be overtaken by RIM in 2008, platforms might create a higher degree of customer lock- which would emerge as a strong leader for the next few in and help the leaders maintain and even extend their years. In 2011, Android vaulted into the lead while Apple positions. While Microsoft overhauls its platform and user solidified a strong #2 position. While the lead has switched interface and aligns with Nokia, and as RIM aims to reboot hands numerous times over the course of the entire history under a new CEO, the only thing we know is that we just of the U.S. smartphone market, Apple has never claimed can’t be sure how this rapidly changing market will play out. that mantle. 20
smartphone Android Grabs Top Position in EU5 Smartphone Market adoption The European smartphone market has seen significant shifts in market share in the past couple of years with Android EU5 Smartphone Market Share by OS Source: comScore MobiLens, 3 mon. avg. ending Dec-2011, EU5 and iOS gaining share at the expense of other platforms. In recent months, Android captured the top position 0.2% from Symbian in the EU5 and has seen substantial share gains across each of the markets in the past year. Overall, 3.4% Android’s EU5 market share jumped from 12.0 percent 5.2% in December 2010 to 31.2 percent in December 2011. Symbian, meanwhile, has seen its market share erode in each of these markets but is still maintaining the leading 9.4% position in Italy and Spain. iOS has mostly maintained or 31.2% slightly extended its market share across Europe. Despite accounting for a smaller percentage of the smartphone market, RIM actually expanded its market share in Europe in the past year, despite losing significant share in the U.S. 20.7% 29.9% android symbian iOS rim microsoft other smartphone palm 21
smartphone The European market may prove to be especially competitive in the coming year given the migration of Nokia triumvirate promises the emergence of three robust app ecosystems that will benefit consumers but might force adoption phones to the Microsoft platform. If Nokia can maintain a difficult choices among app developers. RIM also should similar market share in the OEM market, then Microsoft will not be discounted, particularly in the UK. Such competition establish itself as a very strong third platform in Europe to is likely to propel even greater operating system and app contend against the likes of iOS and Android. This platform innovation. EU5 Smartphone Market Share by OS Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 to Dec-2010 100% 2.5% 4.3% 4.9% 10.0% 7.0% 9.6% 7.9% 9.3% 90% 4.4% 12.5% 4.9% 9.7% 18.3% 3.3% 5.2% 6.8% 17.1% 8.1% 9.2% 4.8% 80% 12.9% 15.8% 11.5% 10.1% 22.2% 70% 20.7% 30.0% 25.2% 27.4% 26.4% 60% 40.4% 50% 28.4% 14.5% 17.0% 52.8% 40% 67.1% 64.7% 30.2% 46.4% 29.6% 30% 20% 36.6% 35.4% 33.6% 32.1% 10% 19.3% 18.6% 17.9% 11.6% 4.1% 7.2% 0% Dec-2010 Dec-2011 Dec-2010 Dec-2011 Dec-2010 Dec-2011 Dec-2010 Dec-2011 Dec-2010 Dec-2011 UK france germany italy spain other microsoft RIM ios symbian android 22
smartphone Smartphone Markets in Japan and Canada Have Different Complexion adoption comScore introduced measurement of the mobile market in Canada during 2011 and in Japan during 2010, highlighting Japan Smartphone Market Share by OS Source: comScore MobiLens, 3 mon. avg. ending Dec-2011, Japan these two markets’ unique industry dynamics in smartphone 0.3% 0.2% usage. The market in Japan is particularly interesting in that smartphones currently represent just 17 percent of the market – far below what is seen for the North American 5.4% and European markets reported by comScore. However, the Japanese market is unique in that consumers have long had access to advanced phone capabilities through feature phone offerings exclusive to the Japanese market, presenting an initial barrier to entry for smartphones. Today, Japan’s smartphone market is heavily dominated by the Android and iOS platforms, with the two combining for 33.6% 94.1 percent of the smartphone market. Microsoft was the 60.5% only other platform with any notable slice of the market at 5.4 percent. While smartphone penetration still remains low in this market, we should expect to see the numbers climb substantially in the next year given continuing innovations made to smartphone functionality and the wide availability of these devices at more affordable price points. android ios microsoft symbian RIM 23
smartphone Meanwhile, Canada also shows a very different complexion than most other markets due to the strength of the RIM/ Canada Smartphone Market Share by OS Source: comScore MobiLens, Dec-2011, Canada adoption Blackberry platform. In fact, with 32.6 percent of the market, 0.4% Canada was the only smartphone market reported by 0.6% Canada was the only comScore in which RIM still maintained the leading position. 2.9% Also notable is that the iOS platform (31.2 percent market 4.5% smartphone market share) held a slight advantage over Android (27.8 percent).reported by comScore Symbian (4.5 percent) and Microsoft (2.9 percent) rounded in which RIM still out the top five platforms. maintained the lead While RIM currently maintains the top position in Canada, the 27.8% market dynamics are shifting and its hold is tenuous at best. Apple looks poised to assume the top position during the 32.6% first few months of the year, though Android could surprise and get there first. Over the past six months, RIM has lost 6 percentage points of market share with most of it going to Android. It should be noted, however, that RIM’s January appointment of a new CEO likely signals some upcoming strategic changes that may result in more innovative product 31.2% offerings. Should this change in leadership and enhancement in product offerings prove successful, RIM’s home market Canada represents perhaps the best opportunity to stem the tide and regain lost market share. microsoft symbian palm rim ios android other 24
Mobile Media Consumption In the U.S. App and Browser Audiences Reach Parity as Dual Access Methods Shape Users’ Experience and EU5, mobile At the conclusion of 2011, more than 127.6 million mobile surge in app users. In December 2011, 47.6 percent of the app audience users in the U.S. and 108 million users in Europe consumed total mobile audience in the U.S. used apps, an increase mobile media through their mobile browser or applications, of 13.3 percentage points, while 47.5 percent used mobilegrowth exceeded with both geographies seeing nearly 30 percent increases browsers, up 11.1 points. In Europe, 38.2 of the total that of mobile in these audiences. In 2011 both geographies saw mobile mobile audience accessed mobile media via application, browser growth app audience growth exceed that of mobile browser growth, up 10.1 percentage points, while 38.1 percent used their as smartphone adoption and growing app options fueled a browser (up 9.2 points). Percent Share of Browser and App Users Among Total Mobile Audience Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 vs. Dec-2010 38.2% +10.1 pts used application 47.6% +13.3 pts 38.1% +9.2 pts used browser 47.5% +11.1 pts EU5 U.S. 25
mobile media Apps and mobile browsers offer brands distinct ways to engage with their audiences. Analysis of two news brands UK Mobile Access Method by Share of Total Visitors to BBC Sites and Sky Sitesconsumption in the UK, BBC Sites and Sky Sites, found mobile access Source: comScore GSMA MMM, Dec-2011, UK methods vary significantly between the two. Three of four 75.5% visitors reached BBC Sites via their mobile browser, while more than two in five (42.2 percent) accessed content via 63.4% mobile apps. In comparison, Sky Sites, which launched its mobile app nearly a year prior to the BBC, witnessed 63.4 percent of its visitors access content via mobile apps 48.0% 42.2% and just 48 percent of the Sky Sites mobile audience accessing via mobile browser, demonstrating how app adoption influences the relationships between these two access methods. 17.0% For both brands, a substantial percentage of their 11.0% respective mobile audiences accessed content via both app and mobile browser, highlighting the importance of both channels for mobile media consumption. In December, BBC Sites sky Sites 17 percent of mobile visitors reached BBC Sites through browser access app access browser and app access a combination of app and browser usage compared to 11 percent of Sky Sites visitors. 26
mobile media Google Apps Most-Visited by both iphone and Android Users consumption Apps are a critical component of the mobile media ecosystem, playing an important role in consumers’ mobile U.S. Top Mobile Apps for iPhone and Android by Unique Active Users (Age 18+) device purchase decision while shaping their engagement Source: comScore Mobile Metrix 2.0, Beta Data, Dec-2011, U.S. Facebook app ranks with mobile media content. A look at the top U.S. mobile iPhone Top Mobile Apps Android Top Mobile Apps as #3 most popular apps, using comScore’s forthcoming Mobile Metrix 2.0 YouTube Google Searchapp for iPhone and #4 behavioral mobile audience measurement product, found Google Maps Gmail that Google-owned apps led across both iPhones and for Android users Android devices in terms of total unique active users. For Facebook Google Maps iPhone users, YouTube ranked as the top app by unique Yahoo! Weather Facebook visitors, followed by Google Maps, Facebook, Yahoo! Pandora Radio Google News and Weather Weather and Pandora Radio. Analysis of the Android market Angry Birds YouTube found that Google Search led as the top app, followed Yahoo! Stocks Pandora Radio by Gmail, Google Maps, Facebook and Google News & ESPN ScoreCenter Angry Birds Weather. Other top apps among both ecosystems include The Weather Channel Adobe Reader popular games such as Angry Birds and Words with Google Search Words With Friends Friends. Both platforms saw Twitter join Facebook as the Words With Friends Twitter only other social network to crack the top 15 ranking. Netflix Yahoo! Messenger Fruit Ninja Amazon Appstore Twitter Yahoo! Mail Movies by Flixster Google Talk Facebook Messenger The Weather Channel 27
mobile media 1 in 3 North Americans Access Social Networks on their Phoneconsumption Analysis of the top mobile (feature phone and smartphone) activities across the U.S., Europe, Canada and Japan Selected Mobile Activities by Share of Total Mobile Audience Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 revealed varying degrees of mobile content usage and U.S. EU5 Canada Japan preferences. Americans and Canadians showed the Sent text message 74.3% 84.4% 69.2% 44.4% strongest propensity to access social networks and blogs on their mobile phones with more than one in three mobile Took photos 60.3% 59.8% 55.1% 63.9% users doing so in the U.S. (35.2 percent) and 31.2 percent Used email 40.8% 30.0% 35.9% 57.3% of Canadians doing so. Americans were also most likely to Accessed social networking/ 35.3% 25.7% 31.2% 19.6% blog access maps and news on their phone with 1 in 4 engaging in these behaviors in December 2011. Accessed weather 35.2% 23.2% 29.8% 35.1% Played games 31.4% 27.5% 30.8% 15.3% Europeans were the heaviest texters with nearly 85 percent Accessed search 29.5% 20.4% 25.6% 30.8% sending a text message during the month of December. Accessed maps 26.5% 18.2% 21.6% 19.4% Europeans were also most likely to use their phone to Accessed news 25.5% 20.0% 20.1% 24.3% capture video and listen to music with more than 1 in 4 Listened to music 23.8% 27.4% 23.0% 13.3% doing so. In Japan, mobile users demonstrated a high affinity Accessed sports info 21.8% 16.5% 16.0% 19.7% for content consumption, leading the four geographies in Accessed financial news or 15.1% 11.3% 11.4% 17.9% mobile media use. Across the markets studied, Japanese stock quotes mobile users were most likely to access email on their Accessed online retail 12.2% 8.2% 6.1% 10.0% phones with nearly 3 in 5 doing so during December, while 17.9 percent accessed financial news/stock quotes. 28
mobile media Analysis of the fastest-growing activities for mobile users in the U.S. showed that consumers increasingly turn to showing no signs of slowing in the year ahead. Commerce- related content, including Electronic Payments (up 80consumption their devices for retail and commerce, a trend that many percent), Classifieds (up 72 percent), Auction Sites (up 70 analysts would highlight as among the most important percent) and Shopping Guides (up 67 percent), all realized stories for 2012. The disruptive force of mobile in the retail strong gains over the past year. environment provides brands with a significant opportunity to reach customers through a highly personal digital channel Health Information has continued to gain popularity for while at the same time posing a challenge, as consumers mobile users leading as the top-growing content category increasingly consult their new favorite shopping companion in 2011, surging 134 percent to reach 18.5 million U.S. – their smartphone – inside stores. In December 2011, 28.5 mobile users as this emergent category amassed a million mobile users accessed online retail content on their significant audience base. With more mobile health startups mobile devices, up 87 percent from the previous year and entering the field and traditional health information providers improving their mobile strategies, we expect to see this area U.S. Top Mobile Categories by Growth in Audience (000) develop even further in 2012. Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 vs. Dec-2010, U.S. 7,895 Health Information +134% 18,491 15,221 Online Retail +87% 28,537 6,250 Men’s Magazine Content +82% 11,356 13,056 Electronic Payments +80% 23,480 13,789 Gaming Information +77% 24,358 11,794 Job Listings +74% 20,570 19,992 General Reference +74% 34,859 16,971 Classifieds +72% 29,164 13,908 Auction Sites +70% 23,675 9,803 Kids/Family Entertainment +69% 16,593 DEC-2010 DEC-2011 29
mobile media Smartphones Poised to Become Consumers’ Favorite Shopping Companion in 2012consumption The rise of mobile retail has become both an on-screen and in-store phenomenon. More than half of the U.S. smartphone look for new opportunities to use these mobile habits to their advantage. Retailers that fail to address this shifting shopping population used their phone to perform retail-related activities paradigm in 2012 risk losing dollars as savvy smartphone More than half of while in a brick-and-mortar store, bridging the gap between shoppers become a reality across many global markets.the U.S. smartphone the physical and digital worlds. This dynamic has created what some have deemed “retailers’ worst nightmare” as they are A look at the most popular in-store smartphone behaviors, population used found that 1 in 5 U.S. smartphone owners took a picture of forced to directly compete with others for the sale while the their phone to shop customer is inside their store. a product while in store and nearly the same number textedwhile in a brick-and- or called family or friends about a specific product. Nearly 1 The retail industry, which already experienced an upheaval with in 5 scanned a product barcode, while 12.1 percent of all mortar store the advent of online shopping, is poised for further disruption smartphone owners used their phone to compare product as smartphones enter brick-and-mortar stores, bringing the prices while in a store. Finally, nearly 10 percent used their Internet right onto retailers’ home turf and further complicating device to find coupons or deals. customer conversion. For retailers, this environment demands true prowess in order to understand how consumers are using these devices while in stores. The challenge for retailers will be to develop marketing strategies that recognize how their audiences are using mobile devices while shopping and 30
mobile media Males and females displayed differing patterns of smartphone shopping behavior. Females were more likely to use their compared prices (14.1 percent), and researched product features (10.9 percent).consumption smartphone to make shopping a more social experience as The rising trend seen for the smartphone shopping companion they engaged in behaviors such as taking product pictures (24 percent), sending these pictures to friends/family (20.2 is not limited to the U.S. In Canada, 53 percent of smartphone percent) and calling/texting family or friends about a specific owners used their phone for retail-related activities in a store, product (22.3 percent). Males were more likely to use their while Spain, bolstered by its strong smartphone penetration, smartphone to find information, with male respondents saw 52 percent of smartphone owners engage with their reporting to have scanned a product barcode (20.4 percent), phone while shopping. Share of U.S. Smartphone Owners Performing Activities in Retail Store Source: comScore MobiLens, 3 mon. avg. ending Dec-2011, U.S. 19.7% 24.0% 18.8% 22.3% 20.4% 16.2% 14.6% 20.2% 13.1% 12.3% 14.1% 10.0% 8.3% 11.1% 10.9% 7.2% 6.3% 5.7% took picture texted/called scanned a sent picture found store compared found researched checked of product friends/family product of product to location product coupons or product product about product barcode family/friends prices deals features availability males females 31
mobile media QR Codes Link Mobile to Traditional Marketing Mediaconsumption During 2011, QR codes came onto the scene as a way to bridge mobile and traditional media across various mediums their phone, leading Canada and European markets as the top scanning market. Canada and Germany both saw near including print publications, product packaging, outdoor 16 percent of smartphone owners scanning QR codes kiosks and more. A QR (“Quick Response”) code is a during the month, while the UK and Spain (home to the specific matrix bar code (or two-dimensional code) that is most penetrated smartphone markets) saw just 12 percent readable by smartphones. In December 2011, 1 in every 5 of their audiences scanning QR codes. smartphone owners in the U.S. scanned a QR code with Percent of Smartphone Audience that Scanned a QR Code Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 u.s. 20.3% canada 16.1% germany 15.6% france 12.6% uk 12.3% spain 11.9% italy 10.1% 32
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