The State of Mobile
US Mobile Media Landscape and Trends




Mark Donovan, SVP Mobile + Sr. Analyst
June 8 2010
Agenda

  comScore Mobile Data
  Macro Mobile Media Trends
  Shifting Mobile Media Landscape
  Smartphones & Device Tr...
comScore Mobile Data




            © comScore, Inc. Proprietary and Confidential.   3
comScore Mobile Data

 Complexity and fragmentation of mobile market requires an array of data sources
  and methodologie...
MobiLens‘ comprehensive suite of measures

                                             MobiLens Database
Demographics    ...
Macro Mobile Media Trends




            © comScore, Inc. Proprietary and Confidential.   6
Mobile On Track to Eclipse the Desktop



                       Number of Global Users (Millions)
     2,000
     1,800
 ...
38% of Mobile Phone Owners Browse the Mobile Internet, Use
 Applications or Download Content (Mobile Media Users)

  The ...
Mobile Media—It‘s Not Just ―The Kids‖ Who Are Doing It

        Average mobile media user is 32 and 46% are female.
     ...
Growth of the Key Market Enablers Continues

   Two key enablers (smartphones and 3G devices) are now firmly entrenched i...
Browser + App Growth Tracks with Rise in Unlimited Data

 AT&T ‗s elimination of unlimited data plans could be barrier to...
Samsung, Motorola and LG Leads in Mobile Market Share

 But RIM and Apple have outsized share of mobile media users


   ...
Shifting Mobile Media Landscape




            © comScore, Inc. Proprietary and Confidential.   13
Early Mobile Content Successes Are Waning

 Personalization sector is clearly in decline
 Mobile games audience is flat,...
Mobile Video Remain a Niche

 4.7% watched some form of video
 ―Broadcast TV‖ (linear video) grew 32% YoY increase in th...
30% of Mobile Owners Now Browse the Mobile Internet

 More than 1 million mobile users began browsing the Internet each m...
Mobile Users Access a Wide Range of Content

                                        Top 20 Mobile Content Categories
    ...
Communicating & Sharing Drives Mobile Web

 47% of mobile users search v. 88% of PC Internet users.
 The bars in yellow ...
Browsing Audience Larger than App Audience . . . Mostly


                        Top 10 Mobile Content Categories
       ...
iPhone and Android Benefit from Map Integration

 Slight lead for RIM on map use via browser, but success of tight servic...
Early Mobile Content Successes Are Waning

 Personalization sector is clearly in decline
 Mobile games audience is flat,...
Free Business Model Gaining Traction at Expense of Paid


                                     Paid v. Free Trend in Games...
Growth for Mobile Advertising Continues in the US

    Ad Metrix Mobile observed nearly 1,000 distinct products advertise...
Mix of Advertisers Becoming More Mainstream

  ―Mobile Endemic‖ ads still account for majority of observed ads
  Increas...
Smartphones and Devices
OS share, Touch, platform comparisons




            © comScore, Inc. Proprietary and Confidentia...
1 in 5 Mobile Phone Owners in the US Now Have a Smartphone

 Driving this increase are phones that provide a strong found...
Smartphone Growth Has Clear Impact on Media Consumption


                       Service Penetration, US April 2010
      ...
Android Share Has Grown 5X in 12 Months

 85% YoY increase in overall smartphone ownership
 Apple and RIM have grown sha...
Smartphones Now Majority of Major Mobile Audiences


                       Mobile Audience Sizes by Phone Type, US
   80,...
Smartphone Platforms Compete on Mobile Media


 The Apple iPhone has revolutionized the market for mobile media, however ...
Strong Growth for Advanced Device Features

 70,000
                                                                      ...
Touch is Redefining the Mobile Media Experience

 Currently 112 variants of touchscreen smartphone models in US market
 ...
Touch UIs Driving Higher Penetration of Key Services

                        Smartphones by Touch Support
    90%     83%...
Summing Up




             © comScore, Inc. Proprietary and Confidential.   34
Summing Up: The Big Picture

 Mobile Media Market has fully arrived
  – 1/3 of phone owners using mobile media
  – Critic...
Summing Up: The Platform Wars

 Smartphones have hit critical mass
  – Majority share of major mobile media audiences des...
Thank You.




                   THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™




For more information, please conta...
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The State of Mobile US Mobile Media Landscape and Trends

  1. 1. The State of Mobile US Mobile Media Landscape and Trends Mark Donovan, SVP Mobile + Sr. Analyst June 8 2010
  2. 2. Agenda  comScore Mobile Data  Macro Mobile Media Trends  Shifting Mobile Media Landscape  Smartphones & Device Trends  Summing Up © comScore, Inc. Proprietary and Confidential. 2
  3. 3. comScore Mobile Data © comScore, Inc. Proprietary and Confidential. 3
  4. 4. comScore Mobile Data  Complexity and fragmentation of mobile market requires an array of data sources and methodologies for a 360° view MobiLens Network Census Site + App Census Market Tracking via Carrier Log Analysis Mobile Web, App Intelligent Online Survey GSMA MMM AdNet Tagging Mobile Metrix Ad Metrix Mobile Smartphone Meter Panel Plan Metrix Mobile Mobile Ad Tracking and Planning Tools © comScore, Inc. Proprietary and Confidential. 4
  5. 5. MobiLens‘ comprehensive suite of measures MobiLens Database Demographics Personalization Age, Gender, Income, Education, Changed or Made Own Ringtones/Graphics, Employment, Household Composition, more Purchased Ringtones/Graphics, Quantity, Ringback Subscriptions, more Subscription and Operator Information Music & Video Current and Previous Operator, Length of Sideloaded Music, Downloaded Music from Ownership, Length of Subscription, Monthly Operator, Source of Downloaded Music, Plan, Bill Size, Data Plan Status, Watched Broadcast TV, Watched On- Satisfaction, more Demand Video Messaging Social Media + UCG Chat, Personal Email, Work Email, Instant Accessed Social Network, Sent Photos to Messaging, Photo Messaging, more Phone, Sent Photos to Website, Captured Video, Sent Video to Phone, more Games Played Games, Type of Games Played, Content Access Methods Number Downloaded, Number Purchased, Category, Sub-category and Brand Access Subgenres, Method of Discovery, Method of via Mobile Browser, Downloaded Purchase, more Application, or SMS © comScore, Inc. Proprietary and Confidential. 5
  6. 6. Macro Mobile Media Trends © comScore, Inc. Proprietary and Confidential. 6
  7. 7. Mobile On Track to Eclipse the Desktop Number of Global Users (Millions) 2,000 1,800 1,600 1,400 1,200 1,000 Desktop 800 Mobile 600 400 200 0 2007 2008 2009 2010 2011 2012 2013 2014 2015 © comScore, Inc. Proprietary and Confidential. 7 Source: Morgan Stanley Research
  8. 8. 38% of Mobile Phone Owners Browse the Mobile Internet, Use Applications or Download Content (Mobile Media Users)  The number of people who are just using voice has declined 11% year on year.  Mobile media users account for 31% of EU5 mobile phone owners Mobile Media Segments – 1Q09 v. 1Q10 100% Just Voice 80% 36% 32% 60% 29% 30% SMS (but not mobile media) 40% 20% 38% Mobile Media 35% 0% 1Q09 1Q10 Mobile Media = Connected Media (except SMS only) in MobiLens Product: MobiLens Data: Three month average ending March 2010 © comScore, Inc. Proprietary and Confidential. 8 Country: US – N=30,740
  9. 9. Mobile Media—It‘s Not Just ―The Kids‖ Who Are Doing It  Average mobile media user is 32 and 46% are female.  Younger demographics create their own ringtones, use social networking services and listen to music (web 2.0 type services).  Mobile internet services (browsing, apps and e-mail) skew 55-60% male. Demographics of Mobile Media Activities 54 Higher on chart = more female Purchased Ringtone Further to right = older Size of bubbles = # of users 52 50 Ringback Made Own Ringtone Social Networking 48 Unlimited Data Plan % Female Played Games Mobile 46 Media Purchased Game Browser 44 Used App Listened to Music 42 Email 40 24.0 26.0 28.0 30.0 32.0 34.0 36.0 Median Age Product: MobiLens Data: Three month average ending March 2010 © comScore, Inc. Proprietary and Confidential. 9 Country: US – N=30,740
  10. 10. Growth of the Key Market Enablers Continues  Two key enablers (smartphones and 3G devices) are now firmly entrenched in the market.  Smartphone owners rise 85% year on year.  Unlimited data plan subscribers, grew 57% year on year to 24% penetration. Growth of Market Enablers 50.0% 45.0% 45% 40.0% 35.0% 35% 30.0% % Market 25.0% 24% 20.0% 20% 15.0% 15% 10.0% 11% 5.0% 0.0% Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Unlimited Data Plan Subscribers 3G Device Owners Smartphone Owners Product: MobiLens Data: Three month average ending March 2010 © comScore, Inc. Proprietary and Confidential. 10 Country: US – N=30,740
  11. 11. Browser + App Growth Tracks with Rise in Unlimited Data  AT&T ‗s elimination of unlimited data plans could be barrier to new mobile media adopters but is unlikely to impact current users who are hooked on ubiquitous data access 38% US Mobile Data Usage and Plans 36% 10% 36% 34% 33% Usage % of Total 29% 32% 31% 30% 28% 46% 28% 26% 24% 24% 55% 24% 22% 20% 21% 20% Apr-2009 May-2009 Jun-2009 Jul-2009 Aug-2009 Sep-2009 Oct-2009 Nov-2009 Dec-2009 Jan-2010 Feb-2010 Mar-2010 Apr-2010 Any Data Plan Unlimited Data Plan* Used Application Used Browser comScore MobilLens 3 Month Avg ending April 2010 © comScore, Inc. Proprietary and Confidential. 11 *comScore began capturing unlimited data plan usage with Sept 2009 data
  12. 12. Samsung, Motorola and LG Leads in Mobile Market Share  But RIM and Apple have outsized share of mobile media users OEM Market Share for Total Market and Mobile Media Users 25% 20% 19% 22% 22% 19% 18% % Mobile Media Users 17% 20% 22% 16% 14% 13% 13% % Market 15% 12% 10% 10% 8% 8% 8% 6% 5% 5% 4% 4% 2% 2% 1% 0% 0% Samsung Motorola LG RIM Nokia Apple Sony Ericsson Total Market (All Device Owners) Mobile Media Product: MobiLens Data: Three month average ending March 2010 © comScore, Inc. Proprietary and Confidential. 12 Country: US – N=30,740
  13. 13. Shifting Mobile Media Landscape © comScore, Inc. Proprietary and Confidential. 13
  14. 14. Early Mobile Content Successes Are Waning  Personalization sector is clearly in decline  Mobile games audience is flat, but there’s much more to the story (we’ll get to that shortly). Personalization and Game Audience Trend 10.0% 9.1% 9.0% 8.0% 8.4% 7.0% 6.0% 5.7% % Market 5.0% 4.7% 5.5% 4.0% 3.0% 2.7% 2.8% 2.0% 2.5% 1.0% 0.0% Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Ringtones Ringback Tones Graphics Games Product: MobiLens Data: Three month average ending March 2010 © comScore, Inc. Proprietary and Confidential. 14 Country: US – N=30,740
  15. 15. Mobile Video Remain a Niche  4.7% watched some form of video  ―Broadcast TV‖ (linear video) grew 32% YoY increase in the number of users but still only represents 1.3% of the market. TV / On Demand Video Trend, US 2.5% 2.0% 2.1% 1.9% 1.5% % Market 1.3% 1.0% 1.0% 0.5% 0.0% Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Broadcast TV On-Demand Video * Change of methodology for video measures in April 09 Product: MobiLens Data: Three month average ending March 2010 © comScore, Inc. Proprietary and Confidential. 15 Country: US – N=30,740
  16. 16. 30% of Mobile Owners Now Browse the Mobile Internet  More than 1 million mobile users began browsing the Internet each month (Q1’09-Q1’10)  Social networking users are showing the highest gains with 80% YoY growth. Mobile Internet Trends 35% 30% 25% % Market 20% 15% 10% 5% 0% Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apps (except native games) Mobile Browsing Email Social Networking IM Product: MobiLens Data: Three month average ending March 2010 © comScore, Inc. Proprietary and Confidential. 16 Country: US – N=30,740
  17. 17. Mobile Users Access a Wide Range of Content Top 20 Mobile Content Categories Reach Among Active Users (Browsing, Apps, SMS), April 2010, US online retail 12% auction sites 12% electronic payments 12% gaming information 13% television guides 13% classifieds 15% general reference 17% business directories 18% traffic reports 18% restaurant information 20% tech news 21% bank accounts 21% stock quotes or financial news 22% movie information 24% entertainment news 29% sports information 31% maps 34% news 36% search 44% weather 49% Product: MobiLens Data: Three month average ending April 2010 © comScore, Inc. Proprietary and Confidential. 17
  18. 18. Communicating & Sharing Drives Mobile Web  47% of mobile users search v. 88% of PC Internet users.  The bars in yellow highlight the genres that relate to communicating and sharing with others, the red bars indicate news and weather genres.  The mobile Internet is as much about connecting with friends and family as it is about viewing news and info. Top Genres for Mobile Browsing Bank Accounts 17% Tech News 19% Financial news 19% Movie Information 20% Maps 21% Photo / Video Sharing Service 22% Work Email via Browser 23% Entertainment News 27% Sports Information 28% IM via Browser 29% News 35% Weather 38% Social Networking 40% Personal Email via Browser 45% Search 47% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% % Browsers Product: MobiLens Data: Three month average ending March 2010 © comScore, Inc. Proprietary and Confidential. 18 Country: US – N=30,740
  19. 19. Browsing Audience Larger than App Audience . . . Mostly Top 10 Mobile Content Categories Browser v. App US, April 2010 40,000 35,000 Browser 30,000 25,000 20,000 App 15,000 10,000 5,000 0 Product: MobiLens Data: Three month average ending April 2010 © comScore, Inc. Proprietary and Confidential. 19
  20. 20. iPhone and Android Benefit from Map Integration  Slight lead for RIM on map use via browser, but success of tight services integration is clear. 50% 45% 44% 44% 40% 35% 30% Accessed maps by 25% Browser 20% 20% Accessed maps by App 17% 17% 17% 15% 10% 5% 0% RIM iPhone Android Product: MobiLens Data: Three month average ending April 2010 © comScore, Inc. Proprietary and Confidential. 20
  21. 21. Early Mobile Content Successes Are Waning  Personalization sector is clearly in decline  Mobile games audience is flat, but there’s much more to the story (we’ll get to that shortly). Personalization and Game Audience Trend 10.0% 9.1% 9.0% 8.0% 8.4% 7.0% 6.0% 5.7% % Market 5.0% 4.7% 5.5% 4.0% 3.0% 2.7% 2.8% 2.0% 2.5% 1.0% 0.0% Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Ringtones Ringback Tones Graphics Games Product: MobiLens Data: Three month average ending March 2010 © comScore, Inc. Proprietary and Confidential. 21 Country: US – N=30,740
  22. 22. Free Business Model Gaining Traction at Expense of Paid Paid v. Free Trend in Games 8,000 7,000 Past 12 Months Trial only Mobile Subscribers (000) download 11% drop in subscribers 6,000 purchasing games for a Purchased by 5,000 paying a fee fee 4,000 Downloaded full 67% increase in version of game for subscriber downloading 3,000 free full games for FREE 2,000 1,000 0 Jul-2009 Apr-2009 Oct-2009 Apr-2010 Feb-2009 Mar-2009 Jun-2009 Nov-2009 Dec-2009 Jan-2010 Feb-2010 Mar-2010 May-2009 Aug-2009 Sep-2009 Product: MobiLens Data: Three month average ending April 2010 © comScore, Inc. Proprietary and Confidential. 22
  23. 23. Growth for Mobile Advertising Continues in the US  Ad Metrix Mobile observed nearly 1,000 distinct products advertised using mobile banners in March 2010.  comScore client studies consistently show positive impact of in-application brand advertising (no need to wait for iAd) Growth of Products Advertised in Ad Metrix Mobile Universe 1200 1000 800 Products 600 400 200 0 Product: Ad Metrix Mobile Data: March 2010 © comScore, Inc. Proprietary and Confidential. 23 Country: US
  24. 24. Mix of Advertisers Becoming More Mainstream  ―Mobile Endemic‖ ads still account for majority of observed ads  Increasing spend by CPG, auto, travel and other sectors  P&G ranked 3rd in Ads in April Count of Distinct Ad Creatives CSW 112 UpSNAP Services LLC 132 Buongiorno Vitaminic S.p.A. 139 Viacom Inc. 153 Thumbplay, Inc. 187 Media Engine Inc. 225 News Corporation 226 Procter & Gamble Company 289 The Walt Disney Company 451 Microsoft Corporation 454 0 50 100 150 200 250 300 350 400 450 500 Ad Count Product: Ad Metrix Mobile Data: April 2010 © comScore, Inc. Proprietary and Confidential. 24 Country: US
  25. 25. Smartphones and Devices OS share, Touch, platform comparisons © comScore, Inc. Proprietary and Confidential. 25
  26. 26. 1 in 5 Mobile Phone Owners in the US Now Have a Smartphone  Driving this increase are phones that provide a strong foundation for media consumption  Apple, RIM, and Android-based phones show the most growth. All three phones now market to consumers who want to mix business use with a personal phone Growth in Smartphone Ownership (as a percentage of total market) 20 18 Percent of Mobile Users 16 Google 14 12 Apple 10 RIM 8 6 Palm 4 Symbian 2 0 Microsoft © comScore, Inc. Proprietary and Confidential. 26 comScore MobilLens 3 Month Avg ending March 2010
  27. 27. Smartphone Growth Has Clear Impact on Media Consumption Service Penetration, US April 2010 Smartphone Feature Phone 15% Video 2% 37% Music 8% 53% Social Networking 11% 78% Browsing 19% 84% App Use 24% Product: MobiLens Data: Three month average ending April 2010 © comScore, Inc. Proprietary and Confidential. 27
  28. 28. Android Share Has Grown 5X in 12 Months  85% YoY increase in overall smartphone ownership  Apple and RIM have grown share  Android has surged—will soon eclipse Microsoft Smartphone Share Trend 45% 38% 42% % Smartphone Owners 40% 35% 30% 27% 25% 25% 20% 21% 15% 14% 10% 10% 5% 0% 2% Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apple Android Microsoft RIM Product: MobiLens Data: Three month average ending March 2010 © comScore, Inc. Proprietary and Confidential. 28 Country: US – N=30,740
  29. 29. Smartphones Now Majority of Major Mobile Audiences Mobile Audience Sizes by Phone Type, US 80,000 70,000 60,000 50,000 40,000 Feature Phone 30,000 50% 54% Smartphone 20,000 54% 10,000 55% 66% 0 Browsing App Use Social Music Video Networking Product: MobiLens Data: Three month average ending April 2010 © comScore, Inc. Proprietary and Confidential. 29
  30. 30. Smartphone Platforms Compete on Mobile Media  The Apple iPhone has revolutionized the market for mobile media, however Google’s Android and RIM’s Blackberry devices are providing competition in terms of usage behavior.  Google and Apple platforms over-index on consumption behavior, compared to the smartphone average. Mobile Media Consumption by Operating System 120.0% 100.0% 96.2% 93.9% 86.9% 86.9% 80.0% 74.4% % Penetration 60.0% 40.0% 25.5% 20.0% 0.0% Apple Google RIM Microsoft Smartphone Non-Smartphone Mobile Media (Connected Media) Used Application (except native games) Used Browser Product: MobiLens Data: Three month average ending March 2010 © comScore, Inc. Proprietary and Confidential. 30 Country: US – N=30,740
  31. 31. Strong Growth for Advanced Device Features 70,000 Full Keyboard 60,000 XL Screen 50,000 Touch Screen 40,000 Accelerometer 30,000 20,000 10,000 0 Product: MobiLens Data: Three month average ending April 2010 © comScore, Inc. Proprietary and Confidential. 31
  32. 32. Touch is Redefining the Mobile Media Experience  Currently 112 variants of touchscreen smartphone models in US market  Touch will become dominant smartphone interaction model by Q3  Not limited to smartphones—mid-range touch devices also selling and performing Google, 22% Microsoft, 14% Not Touch RIM, 9% Touch 50% 50% Apple, 45% Palm, 9% Symbian, 1% Product: MobiLens Data: Three month average ending April 2010 © comScore, Inc. Proprietary and Confidential. 32
  33. 33. Touch UIs Driving Higher Penetration of Key Services Smartphones by Touch Support 90% 83% 85% 80% 72% 74% 69% 70% 60% 50% 40% 27% Touch 30% 19% NotTouch 20% 11% 10% 0% Used Browser Used Listened to Watched Application Music TV/Video (except native game) Product: MobiLens Data: Three month average ending April 2010 © comScore, Inc. Proprietary and Confidential. 33
  34. 34. Summing Up © comScore, Inc. Proprietary and Confidential. 34
  35. 35. Summing Up: The Big Picture  Mobile Media Market has fully arrived – 1/3 of phone owners using mobile media – Critical mass for publishers with room for sustained growth  Technology enablers continue to grow – Even faster networks / devices arriving  Growth of key consumer enabler—unlimited data plans—in doubt – Will others follow AT&T with tiered data pricing? Will it slow growth of adoption? (Check back at the end of the year)  ―Classic‖ mobile content business—personalization—in decline  App Store economics driving to free – Mobile ad model works—and it must work—to monetize Web and Apps – Encouraging diversity in mobile advertisers and increasing (repeat) spends © comScore, Inc. Proprietary and Confidential. 35
  36. 36. Summing Up: The Platform Wars  Smartphones have hit critical mass – Majority share of major mobile media audiences despite 20% overall penetration – Touch interfaces are on path to dominance – Sensors and cloud services will continue to change the way we interact with devices, people, content, services  Smartphones platform competition creating an epic business battle – RIM/Apple/Google have strong starts – Nokia/Microsoft/HP?/Others? are in it for the long haul – Device replacement cycles and carrier competition create substantial opportunities for the lead to change (and metrics for ―the lead‖ are variable)  Publishers and developers must contend with (the costs of) fragmentation – Of the audience. . . platform priorities? . . . what about feature phones? – Of content delivery . . . Apps? Which development platform? . . . HTML5?  But ubiquity, intimacy of mobile makes it an increasingly critical channel © comScore, Inc. Proprietary and Confidential. 36
  37. 37. Thank You. THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™ For more information, please contact comScore Mobile LearnMore@comscore.com
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