Mobile Usage Behaviours and Trends   The who, what, when, why & how of mobile consumersJeremy Copp, Vice President Mobile ...
Overview What? Mobile Landscape   Devices, platforms and operators When? Mobile Usage   Browsing and Apps   Multi-cha...
Mobile LandscapeDevices, Platforms, Operators              © comScore, Inc. Proprietary and Confidential.   3
The United Kingdom Mobile Universe - Overview                                  Total UK Mobile Universe: 48,500,000       ...
Top 10 Recently Acquired Devices            1.   Apple-iPhone 4 16GB                                        6.RIM-BlackBer...
Google’s Android Has Taken the Lead in the Race with Apple Google’s Android has rapidly grown to represent 29.5% of Smart...
iOS Platform Leads the Market in Installed Base For Tablet Devices Total number of Primary Smartphone Handsets and Connec...
Mobile UsageBrowsing, Apps, Multi-channel, Brands               © comScore, Inc. Proprietary and Confidential.   8
UK Mobile  Over      23 million people                                                                                    ...
Browser and Application Usage Showing Continuous Growth Browser and application usage continues to grow, with application...
51.4% of UK Mobile Phone Owners are Mobile Media Users) The number of people who are just using SMS (and not mobile media...
Cross media use: most multi tasking happens after 6pm                            What other media, if any, did you use / v...
But mobile holds consumer attention- for the most part                                  Can you score each media in terms ...
Mobile the response mechanismMobile the response mechanism                                                                ...
Four implications …  1.   Consumers are using mobile media as part of their daily       routine. Having a mobile presence ...
Which services are the mobile audience using, and how?                                        Media Category by Access Met...
Behind the Scenes: What’s Going on With Social Networking Sites inthe United Kingdom? 33.1% of all UK mobile phone owners...
Mobile Banking Up 29% Since August 2010             4.7 Million accessed bank accounts on mobile, that’s 10% of the total...
US and Canada Ahead of EU5 and Japan in Mobile Banking Mobile Banking in Japan has less than half the penetration in the ...
Over the top plays attract greater audience than operators                   Top 10 Mobile Web Properties by Unique Visito...
Facebook rules the social web        Top 10 Mobile Properties by Time Spent - Total Minutes (000)     3,605,556           ...
Connected Mobile Apps – Google Maps Leads the Way in the UK            7,053,278 Unique Visitors                          ...
Reaching a Mobile AudienceInteraction, Advertising, Response              © comScore, Inc. Proprietary and Confidential.  ...
Web and App Ads Become More Frequent in the UK The overall recall of web/app ads has grown by 41% since August 2010 13% ...
Young males lead in remembering display ad exposure (Web/App Ad)                  55%                                     ...
Apple Device Owners Represent the Largest SMS Ad ResponseAudience Amongst Smartphone Users                                ...
Response Rates to SMS Ads                                      SMS Ad Type - Received vs Responded            80.0        ...
QR Codes – Source and Result    In July 2011, 2.5 million phone owners scanned QR Codes with their mobiles    The main r...
Takeaways            © comScore, Inc. Proprietary and Confidential.   29
Takeaways The mobile media market in the UK is growing rapidly    – App and browsing usage is creating ever more opportun...
Thank youJeremy Coppjcopp@comscore.com
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ComScore : mobile marketing

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ComScore : mobile marketing

  1. 1. Mobile Usage Behaviours and Trends The who, what, when, why & how of mobile consumersJeremy Copp, Vice President Mobile Europejcopp@comscore.com, +44 7876 567742
  2. 2. Overview What? Mobile Landscape  Devices, platforms and operators When? Mobile Usage  Browsing and Apps  Multi-channel engagement Who? Brands and Service Engagement How? Reaching a Mobile Audience  Interaction methods  Advertising and response mechanisms Takeaways © comScore, Inc. Proprietary and Confidential. 2
  3. 3. Mobile LandscapeDevices, Platforms, Operators © comScore, Inc. Proprietary and Confidential. 3
  4. 4. The United Kingdom Mobile Universe - Overview Total UK Mobile Universe: 48,500,000 Operator Share OEM Share Motorola, Tesco , Other , 3.1% 3.1% 5.3% Other , 7.1% RIM , Virgin 3, 6.2% 8.2% Mobile , Nokia, 7.4% O2, 27.5% 27.3% HTC, 7.6% T-Mobile , Apple, 10.6% 11.6% Vodafone , 20.1% Samsung , Orange , Sony Ericsson, 19.2% 19.7% LG , 5.1% 10.8% Product: MobiLens Data: Three month average ending July 2011 © comScore, Inc. Proprietary and Confidential. 4 Country: UK, N= 15,182
  5. 5. Top 10 Recently Acquired Devices 1. Apple-iPhone 4 16GB 6.RIM-BlackBerry Curve 9300 686,000 236,000 2.RIM-BlackBerry Curve 8520 7.Samsung-Tocco Lite S5230 543,000 233,000 3.HTC-Wildfire 8.HTC-Wildfire S 492,000 216,000 4.HTC-Desire 9.RIM-BlackBerry Torch 9800 299,000 215,000 5.Samsung-Galaxy S I9000 10.HTC-Desire HD 8GB 243,000 212,000 Product: MobiLens Data: Three month average ending July 2011 © comScore, Inc. Proprietary and Confidential. 5 Country: UK, N= 15,182
  6. 6. Google’s Android Has Taken the Lead in the Race with Apple Google’s Android has rapidly grown to represent 29.5% of Smartphone owners in the UK, overtaking Apple for the first time. With 26.2% Smartphone share, Not Apple takes 2nd position. Smartphone Smartphone 55.6% 44.4% Symbian based devices no longer account for the largest proportion of smartphones: market share has dropped rapidly from over 35% to just over 20%. -22% +54% YoY YoY Smartphone OS Trend 40.0% 36.6% 35.0% 30.0% 29.5% 29.0% % Smartphone 25.0% 26.2% 20.0% 20.4% 15.7% 18.5% 15.0% 9.7% 10.0% 7.0% 5.0% 3.0% 2.0% 2.4% 0.0% Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Google Apple Symbian RIM Microsoft Other Smartphone OS Product: MobiLens Data: Three month average ending July 2011 © comScore, Inc. Proprietary and Confidential. 6 Country: UK, N= 15,182
  7. 7. iOS Platform Leads the Market in Installed Base For Tablet Devices Total number of Primary Smartphone Handsets and Connected Devices (excluding e-reader): 27.1 million devices iOS based devices account for 39.1% of this combined installed base. Platform Installed Base Share Platform Split by Device Type 12,000 Other , 1.9% Microsoft, 2.5% 10,000 # of Devices (000) Symbian, 8,000 4,934 16.2% RIM , 15.1% 493 6,000 4,000 96 5,644 6,342 Android OS, Apple iOS, 25.3% 2,000 4,385 3,993 39.1% 18 0 648 515 Apple iOS Android Symbian RIM Microsoft Other OS Smartphones Connected Devices Product: MobiLens Data: Three month average ending July 2011 © comScore, Inc. Proprietary and Confidential. 7 Country: UK, N= 15,182
  8. 8. Mobile UsageBrowsing, Apps, Multi-channel, Brands © comScore, Inc. Proprietary and Confidential. 8
  9. 9. UK Mobile Over 23 million people are going to spend7.7 Billionminutes online This Month © comScore, Inc. Proprietary and Confidential. 9 Source: comScore Media Metrix, GSMA June 2011 UK data
  10. 10. Browser and Application Usage Showing Continuous Growth Browser and application usage continues to grow, with application usage growing stronger. With 51%, half of the UK mobile market now use apps or their mobile browser Browser and Application Usage Used App OR Browser Growth 60.0% 50.0% 35.6% 40.0% 51.0% 45.0% 45.0% 42.7% 50.0% 35.0% 40.0% 37.4% 30.0% 35.0% 40.0% 31.5% % YoY-Growth % Market 25.0% 30.0%% Market 20.4% 30.0% 25.0% 20.0% 20.0% 15.0% 20.0% 15.0% 10.0% 10.0% 10.0% 5.0% 5.0% 0.0% 0.0% 0.0% Used Application Used Browser (except native games) Jul-10 Jul-11 Year-on-Year Growth Product: MobiLens Data: Three month average ending July 2011 © comScore, Inc. Proprietary and Confidential. 10 Country: UK, N= 15,182
  11. 11. 51.4% of UK Mobile Phone Owners are Mobile Media Users) The number of people who are just using SMS (and not mobile media) has declined 17% year on year. Mobile Media usage has grown 19% year on year with July 2011 seeing 4.0 million additional mobile media users Mobile Market Segments Mobile Market Segments July 2010 July 2011 Just Just Voice, Voice, 7.5% 7.6% Mobile Media, 43.3% Mobile Media, 51.4% 20.9 million SMS (and not SMS (and not 24.9 million mobile mobile media), media), 49.2% 41.0%Mobile Media User = Used browser, application, native email, stream or download music Product: MobiLensand broadcast or on demand video (does not include SMS) Data: Three month average ending July 2011 © comScore, Inc. Proprietary and Confidential. 11 Country: UK, N= 15,182
  12. 12. Cross media use: most multi tasking happens after 6pm What other media, if any, did you use / view at the same time as you were using mobile media? 60% 50% None 40%% of people used in week PC/laptop Radio 30% Newspaper/magazine 20% TV 10% 0% 6-9am 9am-12pm 12-3pm 3-6pm 6-9pm 9pm-12am Source: IAB’s Mobile & the Media Day Study, Jan 2011 Base: Average of 500 respondents, over 7 days © comScore, Inc. Proprietary and Confidential. 12
  13. 13. But mobile holds consumer attention- for the most part Can you score each media in terms of your attention level out of a total of 100. 50 45 mobile media 40 TV Average engagement score Newspaper / 35 magazine Radio 30 PC / laptop 25 20 6-9am 9am-12pm 12-3pm 3-6pm 6-9pm 9pm-12am Source: IAB’s Mobile & the Media Day Study, Jan 2011 Base: Average of 500 respondents, over 7 days © comScore, Inc. Proprietary and Confidential. 13
  14. 14. Mobile the response mechanismMobile the response mechanism 40% agree they often use their In Easy Living this mobile if they see an month there was a dinner plate set featured interesting ad so I used my mobile to look it up on the supplier website and purchase it. Katie Y Source: IAB’s Mobile & the Media Day Study, Jan 2011 Base: Average of 500 respondents, over 7 days © comScore, Inc. Proprietary and Confidential. 14
  15. 15. Four implications … 1. Consumers are using mobile media as part of their daily routine. Having a mobile presence is a hygiene factor. 2. Mobile presents brands with different opportunities throughout the day- make sure your offering fits with what consumers need. 3. Brands need to ensure their site works on mobile, it’s become part of good customer service 4. Mobile should be considered in all advertising campaigns as a potential response mechanism Source: IAB’s Mobile & the Media Day Study, Jan 2011 Base: Average of 500 respondents, over 7 days © comScore, Inc. Proprietary and Confidential. 15
  16. 16. Which services are the mobile audience using, and how? Media Category by Access Method job listings shopping guides traffic reports restaurant information television guides auction sites bank accounts online retail stock quotes or financial news movie information SMS maps Browser photo or video sharing service tech news App general reference entertainment news sports information weather news social networking search 0 2,000 4,000 6,000 8,000 10,000 12,000 Audience (000) Product: MobiLens Data: Three month average ending July 2011 © comScore, Inc. Proprietary and Confidential. 16 Country: UK, N= 15,182
  17. 17. Behind the Scenes: What’s Going on With Social Networking Sites inthe United Kingdom? 33.1% of all UK mobile phone owners accessed mobile Social Networking in July 2011. With 57% of those accessing ‘almost every day’, ever wondered what users do, when logging in to their Social Networking service? By far the most popular activity is reading posts from friends or family, followed by posting an own status update. Social Networking Activities 33.1% of the UK Clicked on advertisement Mobile Market access 21% Social Networking Received coupon/offer/deal 22% services on their phone Posted link to website 32%Read posts from organizations/brands/events 51% Followed posted link to website 53% Posted status update 73% Read posts from people known personally 86% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % Accessed Social Networking Service Product: MobiLens Data: Three month average ending July 2011 © comScore, Inc. Proprietary and Confidential. 17 Country: UK, N= 15,182
  18. 18. Mobile Banking Up 29% Since August 2010  4.7 Million accessed bank accounts on mobile, that’s 10% of the total UK Mobile Audience.  16% access their accounts almost every day and 64% access via their mobile browser. Frequency of Accessing Bank Methods of Accessing Bank Accounts Accounts 50% 46% 70% 64% 45%% Accessed Bank Accounts 60% % Accessed Bank Accounts 40% 37% 35% 50% 30% 40% 25% 20% 16% 30% 25% 15% 22% 20% 10% 5% 10% 0% Almost every day At least once Once to three 0% each week times throughout Accessed via Accessed via Accessed via the month Browser Application SMS Product: MobiLens Data: Three month average ending July 2011 © comScore, Inc. Proprietary and Confidential. 18 Country: UK, N= 15,182
  19. 19. US and Canada Ahead of EU5 and Japan in Mobile Banking Mobile Banking in Japan has less than half the penetration in the US. Only 6% made use of the service in June 2011. The Japanese market does however profit from a service called ‘Mobile Wallet’, which allows consumers to use their mobile phones to pay for a variety of services – instead of using cash or credit/debit cards. 8.5 million made a purchase using Mobile Wallet in June 2011, 77% of those in a retail or convenience store. Accessing Bank Accounts - Location of Mobile Wallet Use Global Japan 16% Retail or convenience store 77% 14% 13% 14% Vending machine 34% 12% 9% Public transportation 29% 10% % Market 8% Grocery store 24% 6% 6% Restaurant 14% 4% Other 4% 2% 0% 50% 100% 0% US Canada EU5 Japan % Used Mobile Wallet in Month Product: MobiLens Data: Three month average ending June 2011* (*with the exception of Japan , Canada - 1 month data June 2011) © comScore, Inc. Proprietary and Confidential. 19 Country: US, N= 30,966, EU5, N=66,737, JP, N= 5,000 , CA, N= 5,500
  20. 20. Over the top plays attract greater audience than operators Top 10 Mobile Web Properties by Unique Visitors 11,663,497 9,899,979 4,091,448 4,051,338 3,562,765 3,443,350 3,139,697 2,925,281 2,677,549 2,444,354 © comScore, Inc. Proprietary and Confidential. 20 Source: comScore GSMA MMM, June 2011
  21. 21. Facebook rules the social web Top 10 Mobile Properties by Time Spent - Total Minutes (000) 3,605,556 466,878 125,209 123,049 113,011 111,380 100,641 73,952 57,591 45,216 © comScore, Inc. Proprietary and Confidential. 21 Source: comScore GSMA MMM, June 2011
  22. 22. Connected Mobile Apps – Google Maps Leads the Way in the UK 7,053,278 Unique Visitors 910,884 3,886,816 770,713 2,915,347 662,683 2,171,648 626,185 1,701,422 614,468 FOOTBALL 1,286,333 600,978 1,013,318 599,595 © comScore, Inc. Proprietary and Confidential. 22 Source: comScore GSMA MMM, July 2011
  23. 23. Reaching a Mobile AudienceInteraction, Advertising, Response © comScore, Inc. Proprietary and Confidential. 23
  24. 24. Web and App Ads Become More Frequent in the UK The overall recall of web/app ads has grown by 41% since August 2010 13% of the UK mobile market recalled seeing a web/app ad in July 2011 The group of 25-34 year olds seems to have the best recollection of seeing ads on their phone, therefore they are the ideal target group for banner ads Frequency of Recalling Seeing Age of Mobile Owners Who a Web/App Ad Recall Seeing a Web/App Ad 100% % Recall Seeing a Web/App Ad 55+ 9% 90% 80% 44% 53% 45-54 11% 70% 60% 35-44 19% 50% 40% 31% 25-34 29% 27% 30% 20% 18-24 22% 10% 20% 26% 0% 13-17 10% Aug-10 Jun-11 0% 5% 10% 15% 20% 25% 30% Almost every day % Recall Seeing a Web/App Ad At least once each week Once to three times throughout the month Product: MobiLens Data: Three month average ending July 2011 © comScore, Inc. Proprietary and Confidential. 24 Country: UK, N= 15,182
  25. 25. Young males lead in remembering display ad exposure (Web/App Ad) 55% 45% 29% of mobile owners who recall seeing an ad are between 25-34 Product: MobiLens Data: Three month average ending June 2011 © comScore, Inc. Proprietary and Confidential. 25 Country: EU5, N= 66,737
  26. 26. Apple Device Owners Represent the Largest SMS Ad ResponseAudience Amongst Smartphone Users Responded to SMS Ad By Operating System 40.0 140% 35.9 35.0 120% 116% % Responded to SMS With Smartphone 100% 30.0 94% 25.7 80% 25.0 % Y-o-Y Growth 66% 60% 20.0 16.0 40% 15.6 15.0 20% 10.0 0% 4.4 5.0 -18% -20% -30% 0.0 -40% Apple Google Symbian RIM Microsoft Jul-11 Y-o-Y Growth Product: MobiLens Data: Three month average ending July 2011 © comScore, Inc. Proprietary and Confidential. 26 Country: UK, N= 15,182
  27. 27. Response Rates to SMS Ads SMS Ad Type - Received vs Responded 80.0 70.0 67.1 60.0 Received SMS Ad: 19.9 million Responded to SMS Ad: 1.9 million 50.0 % Group 40.0 34.9 30.0 23.0 21.8 20.0 15.9 15.4 10.0 8.4 5.0 0.0 Info about Contest Coupon or discount Donation to charity/non-profit product/service/brand SMS Ad Received Responded to SMS Ad Product: MobiLens Data: Three month average ending July 2011 © comScore, Inc. Proprietary and Confidential. 27 Country: EU5, N= 15,182
  28. 28. QR Codes – Source and Result  In July 2011, 2.5 million phone owners scanned QR Codes with their mobiles  The main reason for QR Code scanning is product information (63%). Product information even accounts for 83% of all QR Codes found in a Printed magazine or Newspaper.  Interestingly, Application downloads are mostly seen at Storefronts What do Mobile Phone Owners Scan QR Codes for? 90% 83% 78% 80% 74% 71% 68% 70% 64% 60% 53% 48% 50% 44% 44% 42% 40% 38% 38% 31% 34% 29% 29% 30% 29%32% 30% 23% 25% 26% 23% 22% 23% 17% 18% 19% 20% 20% 15% 15% 11% 9% 10% 5% 0% Printed magazine or Product packaging Storefront TV Poster or flyer or Website on PC Business card or newspaper Source of QR Code kiosk brochureResult of Scanning: Product information Event information Coupon or offer Application download Charity/cause information Product: MobiLens Data: Three month average ending July 2011 © comScore, Inc. Proprietary and Confidential. 28 Country: UK, N= 15,182
  29. 29. Takeaways © comScore, Inc. Proprietary and Confidential. 29
  30. 30. Takeaways The mobile media market in the UK is growing rapidly – App and browsing usage is creating ever more opportunities for consumer engagement – Don’t assume it is all about apps on iPhones! Consider carefully the mobile audience you wish to reach – Identify which media they engage with, how and through which devices – Robust market intelligence data adds value to product and campaign planning & targeting – The reality as revealed by measurement is often different from intuition Don’t get left behind on mobile – Full visibility of the mobile media market means no need to be blindsided © comScore, Inc. Proprietary and Confidential. 30
  31. 31. Thank youJeremy Coppjcopp@comscore.com

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