Mobile Internet Apr09
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Mobile Internet Apr09 Mobile Internet Apr09 Presentation Transcript

  • The Next Big Things: Mobile Internet & Applications - Gaining Momentum THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™
  • Agenda About Us Mobile Media Overview Mobile Internet Mobile Content & Apps Mobile Advertising Summary & Questions © comScore, Inc. Proprietary and Confidential. 2
  • What We Do…. We provide a digital marketing intelligence platform that helps our customers make better- informed business decisions and implement more effective digital business strategies ■ Computer measurement: • 2MM opt-in panelists, 1MM in the US, who have given permission to have their Internet usage tracked. • Our consumer panel is a representative cross-section of the U.S. population and across ISPs as well as worldwide regions and individual countries • We also have permission to survey panelists, match to third- party databases, and append offline data ■ Mobile Measurement (m:metrics): • Provides a comprehensive understanding of mobile phone owner characteristics and behavior. • Connects mobile consumer behavior, content merchandising, and device capabilities to provide the most comprehensive, trusted mobile market intelligence in the industry. ■ Our products and solutions provide our customers deep insights into consumer and competitor behavior, both online and offline © comScore, Inc. Proprietary and Confidential. 3
  • 360° View of the Mobile Consumer w. MobiLens • Online survey ties specific handset models to individual consumers. • Detailed demographic and behavioral data can be linked to technology and carrier programming. • Technical capabilities of every handset in market: >7,000 • Monthly census of operator content portals: 2,000+ publishers, 15,000+ titles • Intelligent survey of 10,000+ US mobile phone owners every month. Device Data What devices are out there and what can they do? Consumer Data Collating multiple sources Who uses which devices OEM specs, WURFL, UAProf and what do they do with them? Intelligent online survey driven by device ownership and carrier offers Content Data What content & services are offered by whom in what model? Automated probing & scraping of carrier decks © comScore, Inc. Proprietary and Confidential. 4
  • comScore Mobile Clients Define the Mobile Ecosystem 2008 Q1 © comScore, Inc. Proprietary and Confidential. 5
  • Agenda About Us Mobile Media Overview Mobile Internet Mobile Content & Apps Mobile Advertising Summary & Questions © comScore, Inc. Proprietary and Confidential. 6
  • What are consumers doing with their phones? A lot more then just making calls (finally) Mobile Media defined anyone who browses, downloads or uses an application Mobile Phone Activity by Media Activity Mobile Media, 35.3% Just Voice, 37.0% SMS (and not mobile media), 27.7% Product: MobiLens Data: Three month average ending Jan 09 Country: US © comScore, Inc. Proprietary and Confidential. 7 N= 35,629
  • Put Another Way …. 6 in 10 phone owners use non-voice services Nearly 4 in 10 phone owners use mobile media (excludes those who use only text) Product: MobiLens Data: Three month average ending Jan 09 Country: US © comScore, Inc. Proprietary and Confidential. 8 N= 35,629
  • Mobile Browsers, Application Users and Downloader's (mobile media users) are steadily growing. Over 35% of mobile users are now using a media service that connects to the network (other than SMS, MMS or voice). % Mobile Media Users 40.0% 35.3% 35.0% 30.0% 28.5% 25.0% % Penetration 20.0% 15.0% 10.0% 5.0% 0.0% 200801 200802 200803 200804 200805 200806 200807 200808 200809 200810 200811 200812 200901 Product: MobiLens Data: Three month average ending Jan 09 Country: US © comScore, Inc. Proprietary and Confidential. 9 N= 35,629
  • One of the major reasons for mobile media growth is the improvement in device technology. Nearly 50% of users who have a mobile device that is 6 months old or less now use mobile media (browsing, downloading or application usage). As devices improve a greater % of people use media services when they get a new handset. % of users with 6 months old device or less who are mobile media users 60.0% 48.2% 50.0% 40.0% 38.0% % Penetration 30.0% 20.0% 10.0% 0.0% 200801 200802 200803 200804 200805 200806 200807 200808 200809 200810 200811 200812 200901 Product: MobiLens Data: Three month average ending Jan 09 Country: US © comScore, Inc. Proprietary and Confidential. 10 N= 35,629
  • The internet took off when people moved from dial-up to broadband. Mobile will be the same. When the network speed gets faster (3G) and cost come under control (data plans) people are more likely to use more mobile media services. 80.1% of unlimited data plan subscribers are mobile media users. 49.3% of 3G device owners are mobile media users (35.3% of total market are mobile media users). Growth of market enablers 35.0% 30.0% 25.0% % Penetration 20.0% 15.0% 10.0% 5.0% 0.0% 200801 200802 200803 200804 200805 200806 200807 200808 200809 200810 200811 200812 200901 Unlimited Data Plan Subscribers 3G Device Owners Product: MobiLens Data: Three month average ending Jan 09 Country: US © comScore, Inc. Proprietary and Confidential. 11 N= 35,629
  • There are many services available on mobile devices. Understanding their ranking by popularity gives context. SMS, camera and messaging services popular. Mobile games top mobile content genre. Strong growth in all categories, notice connected services, e.g. browsing, e-mail and IM. Year on Year Ranking Activity # of Users % Users Growth Total Market 230,000,000 5.0% 1 Sent text message to another phone 131,850,414 57.3% 25.7% 2 Took photos 102,637,691 44.6% 27.5% 3 Mobile Media Users (browsers, downloader’s or apps users) 81,197,792 35.3% 30.1% 4 Used network services for sending photos/videos 70,526,366 30.7% 46.8% 5 Sent photo directly to another phone 64,836,829 28.2% 46.6% 6 Changed to native ringtone 64,006,803 27.8% 23.4% 7 SMS Ads: Number received in month 57,372,866 24.9% 36.4% 8 Changed to native graphics 57,181,097 24.9% 33.0% 9 Played games 56,325,549 24.5% 19.6% 10 Set graphics with camera 55,347,818 24.1% 22.4% 11 News/info via browser 45,909,797 20.0% 59.7% 12 Transferred photo to PC 45,874,895 19.9% 48.0% 13 Captured video 40,872,968 17.8% 54.5% 14 Used email (work or personal) 40,710,038 17.7% 54.2% 15 Sent photo via email 39,514,195 17.2% 55.1% 16 News/info via SMS 32,383,204 14.1% 114.9% 17 Used major instant messaging service 31,887,456 13.9% 85.8% 18 Made own ringtone 28,916,467 12.6% 35.4% 19 Sent video directly to another phone 25,939,241 11.3% 81.7% 20 Listened to music on mobile phone 25,002,843 10.9% 71.0% Product: MobiLens Data: Three month average ending Jan 09 Country: US © comScore, Inc. Proprietary and Confidential. 12 N= 35,629
  • Different services are used by different demographics. Mobile media users older and more female than many think Younger demographics creating their own ringtones, using social networking and listening to music. Mobile internet services skew 60% male and average age 32 years old. Mobile content more even gender split . Unlimited data plan subscribers average age over 35. 55.0% Purchased a Ringtone Played a game 50.0% Unlimited Data Plan Made own ringtone Subscriber Mobile Media Users 45.0% Social Networking Downloaded a Song OTA % Female Ringback Subscriber 40.0% Used email Listened to music Purchased a game Browsed for News and Info Used an application 35.0% Higher on chart = more female Watched on-demand video 30.0% Further to right = older Size of bubbles = # of users Watched broadcast TV 25.0% 25.0 27.0 29.0 31.0 33.0 35.0 Median Age Product: MobiLens Data: Three month average ending Jan 09 Country: US © comScore, Inc. Proprietary and Confidential. 13 N= 35,629
  • Top mobile media devices dominated by touch screens Top 6 devices = 9.3% of mobile media users, Top 20 devices = 21.4% of mobile media users Rim, Apple and LG most prominent OEMs Apple = 5.7% and Blackberry = 9.6% of mobile media users 2 RAZR’s still in the top devices Product: MobiLens Data: Three month average ending Jan 09 © comScore, Inc. Proprietary and Confidential. 14 Country: US N= 35,629
  • Agenda About Us Mobile Media Overview Mobile Internet Mobile Apps Mobile Advertising Summary & Questions © comScore, Inc. Proprietary and Confidential. 15
  • Mobile Internet Services Booming Device technology, data speeds (3G) and data plans enable the mobile internet to take off, content and services drive up-take. Steep rises in mobile internet being spearheaded by social networking, 196.7% year on year growth. Applications show second highest annual growth rate at 116.7%. 25.0% 20.0% % Penetration 15.0% 10.0% 5.0% 0.0% 200801 200802 200803 200804 200805 200806 200807 200808 200809 200810 200811 200812 200901 News and Info via Browser News and Info via Application Social Networking E-mail (Work or Personal) IM Product: MobiLens Data: Three month average ending Jan 09 © comScore, Inc. Proprietary and Confidential. 16 Country: US N= 35,629
  • Information snacking genres dominate mobile browsing with search being the entry point. Transactional mobile browsing starting to show, e.g. bank accounts, auction sites, electronic payments and online auctions. Local information also prominent, e.g. maps, movie listings, business directories, traffic , etc The combination of local services and transactions will bring about new business models. Strong web brands continue extend their dominance on mobile Top Mobile Browsing Genres (excluding social networking) Shopping guides Electronic payments Comics or humor Dating service Gaming information General reference Bank accounts Business directories Tech news Movie information Entertainment news News Web search 0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 Users Product: MobiLens Data: Three month average ending Jan 09 © comScore, Inc. Proprietary and Confidential. 17 Country: US N= 35,629
  • Traditional Media Assets Translating Well on Mobile Top 10 Mobile Web News Brands, by Gender, US comScore MobiLens, October 2008 Male Female 1. CNN 1. CNN 2. ESPN 2. Yahoo! 3. Yahoo! 3. The Weather Channel 4. The Weather Channel 4. Google 5. FOX 5. FOX 6. Google 6. ABC News 7. CBS 7. AOL 8. MSNBC 8. MSNBC 9. ABC News 9. CBS 10. NFL.com 10. ESPN © comScore, Inc. Proprietary and Confidential. 18 18
  • Mobile Web Data coupled with comScore’s PC Web Data Yellowpages.com expands its reach by 6% with its mobile website Cross-Platform Website Reach DIRECTORIES % mobile users accessing % PC users accessing Site visitation lift (increase in Internet site visitor WEB SITE USAGE content via PC content via mobile device base due to mobile visitation) 64% 2% 1% 28% 1% 4% 43% 4% 6% Business Directories 64% 5% 3% Category Product: Cross Media Panel Data: Feb 09 © comScore, Inc. Proprietary and Confidential. 19 Country: US
  • Multimedia Uptake Drives Viral Interactions, Connection to PC….. Take Photos in a Month (91mm) Listen to Music in a Month (21mm) Sources of Music on Mobile Captured Videos (41mm) Handsets Product: MobiLens Data: Three month average ending Dec 09 Country: US N= 35,629 © comScore, Inc. Proprietary and Confidential. 20
  • Agenda About Us Mobile Media Overview Mobile Internet Mobile Apps Mobile Advertising Summary & Questions © comScore, Inc. Proprietary and Confidential. 21
  • App Stores: Everyone’s Doin’ It! First 8 months of Apple App Store . . . > 25,000 applications 800,000,000 downloads Coming Soon . . . Android Marketplace (Google) . . . Available now SkyMarket (Microsoft Windows Mobile) Blackberry App World (RIM) Ovi Store (Nokia) Others?? What will it take to match Apple’s success? © comScore, Inc. Proprietary and Confidential. 22
  • Top 25 Apps by Penetration of iTunes App Users Feb 2009 Top 25 Apps by Penetration of iTunes App Users February 2009 Total – Home/Work/University Locations Source: comScore iTunes App Report Penetration of Application Installs Category Developer Tap Tap Revenge 32% Games Tapulous, Inc. Backgrounds 27% Entertainment Stylem Media Touch Hockey: FS5 26% Games FlipSide5, Inc. Facebook 26% Social Networking Facebook, Inc. Pac-Man 24% Games Namco iBowl 24% Games SGN MySpace Mobile 23% Social Networking MySpace.com Google Earth 22% Travel Google Inc. Labyrinth 22% Games Codify AB Pandora 21% Music Pandora Media, Inc. Flashlight 19% Utilities John Haney Virtual Zippo Lighter 18% Lifestyle Moderati Inc. and Zippo Manufacturing Co. Movies 18% News Flixster Hangman 18% Games Jamsoft Bubblewrap 18% Entertainment Orsome Software Ltd. Lightsaber Unleashed 17% Entertainment Lucasfilm Ltd Shazam 17% Music Shazam Entertainment Ltd. Mazefinger 16% Games ngmoco Cube Runner 16% Games Andy Qua Sol Solitaire 15% Games Smallware LLC Crazy Penguin Catapult 15% Games Digital Chocolate Inc. Topple 15% Games ngmoco Sudoku 14% Games Mighty Mighty Good Games Remote 13% Entertainment Apple © comScore, Inc. Proprietary and Confidential. 23
  • comScore’s iTunes App Store User Report comScore tracks Person downloads or Apps are tracked/managed in application portion of purchases app Application portion of iTunes 1.0MM panelists in U.S. comScore’s iTunes App Store User report is the only app report to: • Profile consumers showing interest in particular apps and/or categories of apps • Household demographics • Online profiling • Track cumulative iTunes app penetration by title, publisher, and category • Provide a holistic view of the market, not just a portion of the market using a particular analysis tool • Use a transparent methodology © comScore, Inc. Proprietary and Confidential. 24
  • iTunes App Store Users Profiling Feb 2009 35% had a household income of more than $100,000 per year, 32% more likely than the average online user More than half (54%) of app users come from households making at least $75,000 per year At least 3X likelier than the average online user to visit gaming sites: Gaming Sites Social/communication/entertainment sites: • Ultimate-guitar.com • AOL Instant Messenger • IGN Entertainment • Hulu • GamStop • Twitter.com • Addicting Games • Digg.com • Xbox.com • iMeem • Blizzard Entertainment • MTV.com • SourceForge • EA.com © comScore, Inc. Proprietary and Confidential. 25
  • Facebook app install base are >5X more likely to be found on collegeboard.com when browsing on their computer Facebook iTunes App install base Compared to the Average Internet User (Feb 2009) 5 Times More Likely to Visit: 4 Times More Likely to Visit: 3 Times More Likely to Visit: 2 Times More Likely to Visit: © comScore, Inc. Proprietary and Confidential. 26
  • Agenda About Us Mobile Media Overview Mobile Internet Mobile Content & Apps Mobile Advertising Summary & Questions © comScore, Inc. Proprietary and Confidential. 27
  • Mobile related industries dominate mobile banner advertising. In the long tail however there are many non mobile sectors using mobile banner advertising. Of the 509 mobile banner advertisers tracked 118 were from non-mobile related sectors. Top 20 industry sectors using mobile banner advertising (Blue bars indicate mobile industry; Red bars non-mobile industries) Communications Equipment Food Retail Automotive Retail Internet Software & Services Application Software Leisure Facilities Wireless Telecommunication Services Consumer Finance Leisure Products Hotels, Resorts & Cruise Lines Education Services Specialized Consumer Services Mobile Music & Video Automobile Manufacturers Mobile Social Media Movies & Entertainment Mobile Personalization Mobile Games Broadcasting & Cable TV Mobile Publishing 0 20 40 60 80 100 120 Product: Ad Metrix Mobile Data: Jan 09 © comScore, Inc. Proprietary and Confidential. 28 Country: US
  • Advertisers Proctor & Gamble are taking notice Over 300 different creatives Product Advertised: Covergirl Wetslicks, Always Infinity, Dayquil, and Nyquil English and Spanish language campaigns Ads ran on over 70 of the 400 mobile websites MMetrics monitors Product: Ad Metrix Mobile Data: Dec 08 © comScore, Inc. Proprietary and Confidential. 29 Country: US
  • SMS Ads – Consumer Interaction is Substantial SMS Campaign Interaction 60,000,000 50,000,000 40,000,000 30,000,000 Number of Mobile Subscribers who 20,000,000 received at least 1 SMS advertisement 10,000,000 0 Nov-07 Number of respondents Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 S2 May-08 Jun-08 Jul-08 S1 Aug-08 Sep-08 Oct-08 Nov-08 For November 2008, 16% of mobile subscribers who received an SMS advertisement responded to at least one ad © comScore, Inc. Proprietary and Confidential. 30
  • UK: Mobile Media Audience Receptive to Advertising “I’m tempted to buy products I’ve seen advertised” % of media consumers who agree 35 30 25 TV ia es s a io et or er em ed ad rn do in ap te az m R in ut sp In C ag O ile ew M ob N M Source: TGI M:Metrics 2008 – Base: All GB adults (aged 15+) © comScore, Inc. Proprietary and Confidential. 31
  • Interacting with the Flash ad significantly increases purchase intent % who would consider purchasing Axe Total By Gender ∆ Lift +15 % Lift: +25% 74% 59% 61% 59% 52% ∆ Lift +13 48% 48% % Lift: +21% ∆ Lift +2 The campaign was % Lift: +3% most successful at increasing purchase intent among males Control Exposed - No Exposed - Interacted Male Female Male Female Interaction Q4. Which of these men’s shower brands, if any, would you consider purchasing? % selecting Axe Control Test Base: Test N=2447. Control N=943. Exposed – No interaction N=2321. Exposed – Interacted N=126 Indicates significant difference at 95% confidence © comScore, Inc. Proprietary and Confidential. 32
  • Agenda About Us Mobile Media Overview Mobile Internet Mobile Content & Apps Mobile Advertising Summary & Questions © comScore, Inc. Proprietary and Confidential. 33
  • So In Summary Newer phones, faster networks, and more unlimited data plans continue to enable growth in mobile content and applications Current economic conditions slow growth, but won’t stop it Mobile extends reach of online and doesn’t necessarily cannibalize Mobile apps are all the rage and provide significant opportunity Challenging to break out of the pack Opportunity for branding Progressive advertisers are at least testing, and in some cases requiring, mobile in their media mix…because mobile works! © comScore, Inc. Proprietary and Confidential. 34
  • Thank You. THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™ For more information, please contact comScore Mobile info@comscore.com