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Informe 2016 Futuro Global Digital en Dispositivos de comSCORE

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La edición global de ‘Futuro Digital’ recopila datos del comportamiento desde desktop, Smartphone, y Tablet, de más de 40 países, para construir una imagen de las tendencias que dan forma al entorno digital.

Utilizando ejemplos de una selección de mercados fuera de los Estados Unidos, en este informe se describen los comportamientos que han alterado al público y el consumo de medios en un mundo Multi-plataforma. Este estudio proporciona una comprensión a nivel macro del paisaje digital, así como destacar los valores extremos específicos que se pueden dar a los dueños de medios y anunciantes, de una ventaja cuando actúan de forma global o local.

Los temas clave dentro de la edición 2016 incluyen:

Nuevas implicaciones multi-plataforma de contenido y publicidad.
¿Cómo ha evolucionado el consumo de desktop y sigue siendo relevante?
El aumento de las audiencias “solo móviles”.
Desafíos y recompensas en la aplicación móvil “battleground”
Factores que influyen en la selección de plataforma.
Polarización de las audiencias y comportamientos a través de dispositivos.
El aumento de video digital a través de todas las plataformas.

Published in: Devices & Hardware
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Informe 2016 Futuro Global Digital en Dispositivos de comSCORE

  1. 1. GLOBAL DIGITAL FUTURE IN FOCUS 2016 | FIRST EDITION
  2. 2. ©comScore | 2 ABOUT THIS REPORT Reporting on over 40 markets worldwide, comScore has a unique perspective on the evolution of digital audiences, behaviours and advertising Whilst broad in scope, it is not intended to be exhaustive, and we’d encourage you to speak to local representatives as well as explore the insights section of our website for more detailed and country-specific data. This report highlights key trends that have emerged globally, citing local examples to demonstrate the impact of changes to the online ecosystem. 40+ GLOBAL MARKETS UNIQUE PERSPECTIVE DIGITAL AUDIENCES DIGITAL BEHAVIOURS DIGITAL ADVERTISING
  3. 3. ©comScore | 3 THE DIGITAL LANDSCAPE IS MORE GLOBAL THAN EVER
  4. 4. ©comScore | Source: comScore MMX, June 2016 | 4 ‘NON-US’ HAS SOARED IN SIGNIFICANCE In the 20 years since 1996, the proportion of non-US internet users measured by comScore has increased from 34% of the global desktop population to 89% 1996 2016 89% Global non-US internet users GLOBAL
  5. 5. ©comScore | 5 Global non-US internet users GLOBAL ‘NON-US’ HAS SOARED IN SIGNIFICANCE In the 20 years since 1996, the proportion of non-US internet users measured by comScore has increased from 34% of the global desktop population to 89%
  6. 6. 6 APAC & EMEA DELIVER THE MAJORITY OF GLOBAL DESKTOP USERS Over three quarters of desktop internet users are located in the two largest regions, with North America and Latin America almost reaching parity with one another 45% 10% 12% 33% % of Global Desktop Audience 12% 10% 33% 45% GLOBAL ©comScore | Source: comScore MMX, June 2016 |
  7. 7. ©comScore | 7 A MULTI- PLATFORM WORLD HAS CHANGED HOW WE USE DIGITAL THROUGHOUT OUR DAY
  8. 8. ©comScore | Source: comScore custom data, October 2016 | 8 EACH PLATFORM ENJOYS ‘PEAK’ DAYPARTS When looking at the percentage of each platform’s daily impressions by hour, desktop is more evenly distributed, while smartphones and tablets generate more distinct morning and evening peaks LATE NIGHT 12am – 7am EARLY MORNING 7am – 10am DAYTIME 10am – 5pm PRIME 8pm – 12am EARLY EVENING 5PM – 8pm UK PHONE DESKTOP TABLET % of each platform’s average daily impressions by hour
  9. 9. 9 MOBILE DEVICES ARE ‘ALWAYS ON’ FOR NEWS CONSUMPTION News consumption shows a flatter, more ‘always-on’ usage profile on mobile devices, although smartphone and tablet consumption still peak in the evening PHONE DESKTOP TABLET UK LATE NIGHT 12am – 7am EARLY MORNING 7am – 10am DAYTIME 10am – 5pm PRIME 8pm – 12am EARLY EVENING 5PM – 8pm ©comScore | Source: comScore custom data, October 2016 | % of each platform’s average daily impressions by hour
  10. 10. 10 RETAIL IS DEFINED BY MORE PROMINENT PEAKS ON LARGER SCREENS Tablet devices show one of their largest and longest evening peaks for the retail category, but very limited usage through the rest of the day. Interestingly, desktop retail consumption peaks during the mid-morning period UK PHONE DESKTOP TABLET LATE NIGHT 12am – 7am EARLY MORNING 7am – 10am DAYTIME 10am – 5pm PRIME 8pm – 12am EARLY EVENING 5PM – 8pm ©comScore | Source: comScore custom data, October 2016 | % of each platform’s average daily impressions by hour
  11. 11. ©comScore | 11 EVEN IN A MULTI- PLATFORM WORLD, DESKTOP IS GROWING AND EVOLVING ITS ROLE
  12. 12. ©comScore | Source: comScore MMX, June 2016 | 12 GLOBAL DESKTOP AUDIENCES ARE STILL GROWING Despite the explosive growth of smartphone and tablet platforms, desktop audiences remain better than stable, showing incremental growth in all regions +1% North America +11% LATAM +2% EMEA +4% APAC Desktop Unique Users +4% Global GLOBAL
  13. 13. ©comScore | Source: comScore MMX, June 2016 | 13 FUNCTION / CONTENT DICTATE CONSUMPTION CHANGES Taking data from Malaysia as an example, it’s clear that less ‘instant’ categories such as travel and retail have continued to thrive and grow overall time on desktop, despite growing mobile ubiquity that has taken desktop minutes away from categories such as news MALAYSIA Total Minutes (mm) June 2015 > June 2016 Business & Finance News & Information Retail Travel +18% +27% +38% -10%
  14. 14. ©comScore | Source: comScore MMX, June 2016 | 14 DESKTOP OFFERS FOCUSED POCKETS OF VALUABLE AUDIENCES The shift to mobile and multi-platform usage has been uneven by demographics and categories. The result is strong over- and under-indexes that present challenges and opportunities for publishers and advertisers when recruiting or targeting Business/Finance Entertainment Games Lifestyles News/Information Portals Retail Social Media Sports Technology Travel Male & Female Persons: 15-24 80 102 116 90 90 96 96 101 85 98 79 Persons: 25-34 97 100 95 95 97 99 100 97 95 99 96 Persons: 35-44 105 100 101 101 102 102 102 98 101 99 103 Persons: 45-54 113 99 93 109 108 103 102 102 113 101 114 Persons: 55+ 125 96 85 120 114 104 101 106 124 106 131 Males Males: 15-24 82 103 129 88 92 96 97 100 103 102 78 Males: 25-34 100 102 104 94 99 99 102 96 116 103 95 Males: 35-44 108 101 104 100 104 102 104 96 119 103 102 Males: 45-54 115 101 95 106 110 103 105 99 128 106 113 Males: 55+ 130 98 81 120 119 105 103 106 146 114 136 Females Females: 15-24 76 101 102 91 89 96 94 101 64 94 81 Females: 25-34 94 99 85 96 95 99 99 98 71 94 96 Females: 35-44 102 99 97 102 99 103 101 100 81 94 103 Females: 45-54 110 98 91 111 105 102 99 105 96 95 115 Females: 55+ 120 94 89 120 109 103 99 107 102 98 125 UK Index of unique users
  15. 15. 60% 69% 64% 63% 61% 70% 72% 64% 73% 74% 74% 65% ©comScore | Source: comScore MMX Multi-Platform, June 2016 | 15 DESKTOP STILL DOMINATES TIME FOR CERTAIN CATEGORIES Mobile has overtaken desktop minutes in many regions, but desktop devices still lead for some content types. Portals feature prominently in all of the regions shown, as an example of a category still heavily weighted towards desktop consumption 74% 78% 80% 71% USA Canada Brazil UK Desktop % Total Minutes Finance Info Politics Movies Automotive Portals Newspapers Real Estate Portals Tickets Portals Portals Apparel B2B Banking Entertainment Travel
  16. 16. FRANCE ©comScore | Source: comScore Segment Metrix, June 2016 | 16 GULF OPENING BETWEEN HEAVY AND LIGHT DESKTOP USERS Another side effect of a more fragmented media mix is the increasing behavioural differences between heavy and light desktop users, even on broad-appeal categories such as social media and travel 100% Social Media 96% Travel 96% Newspapers 59% Comparison Shopping 62% Social Media 35% Travel 20% Newspapers 14% Comparison Shopping HEAVY USERS LIGHT USERS REACH
  17. 17. ©comScore | 17 MOBILE DOESN’T CANNIBALISE DESKTOP, ADDS INCREMENTAL TIME AND AUDIENCES
  18. 18. ©comScore | Source: comScore MMX Multi-Platform, June 2016 | 18 MOBILE BOOSTS DIGITAL MINUTES, DOESN’T CANNIBALISE DESKTOP Total minutes on desktop have remained largely flat in the past 12 months, but the impact of mobile is dramatic, adding incremental digital time and opportunity CANADA BRAZIL UNITED KINGDOM Desktop Mobile Total minutes +283% Minutes +186% Minutes +134% Mobile Minutes
  19. 19. ©comScore | Source: comScore MMX Multi-Platform, June 2016 | 19 MOBILE IMPACT ON CATEGORIES PROVIDES VARYING OPPORTUNITY The relative impact of mobile on different content categories has major implications for both publishing and advertising. Social media is heavily dominated by mobile usage in the majority of regions, whereas news appears to vary by location Mobile mins as % of desktop mins Brazil Canada UK Desktop Entertainment Social Media Portals News/Information 100% 100% 100%
  20. 20. ©comScore | Source: comScore MMX Multi-Platform, June 2016 | 20 MOBILE HAS ADDED USERS WHO ARE NOT ACTIVE ON DESKTOP The majority of consumers use mobile to complement desktop usage, but mobile adds incremental audiences that are not active on desktop. Of the selected markets featured, Spain and Brazil especially demonstrate that this is already a significant factor +8% Canada +11% USA +29% Brazil +12% Argentina +37% Spain +7% UK +22% China +25% Japan 37% 29% 22% 14% 7% GLOBAL % incremental users added to desktop by mobile
  21. 21. ©comScore | Source: comScore MMX Multi-Platform, June 2016 | 21 DOMINANCE OF MULTI-PLATFORM MAJORITIES Between the polar extremes of ‘desktop only’ and ‘mobile only’ usage, the overwhelming majority of users now use several platforms within a month USA Canada Brazil UK Spain China Japan Argentina MOBILE ONLY DESKTOP ONLY MULTI- PLATFORM Multi- platform is the norm % of unique users GLOBAL
  22. 22. ©comScore | 22 PLATFORM SELECTIVITY HAS POLARISED SOME DIGITAL BEHAVIOURS / AUDIENCES
  23. 23. UK ©comScore | Source: comScore MMX Multi-Platform, June 2016 | 23 AVERAGE MINUTES BY PLATFORM ARE POLARISED BY AGE GROUP Average minutes per user on desktop and mobile platforms are almost mirrored through age brackets, with older users leaning proportionally more heavily on desktop 6000 4000 2000 0 2000 4000 6000 18-24 25-34 35-44 45-54 55+ 6000 4000 2000 0 2000 4000 6000 18-24 25-34 35-44 45-54 55+ Canada Average mins per user Desktop Mobile
  24. 24. ©comScore | Source: comScore MMX Multi-Platform, June 2016 *Japan uses a census-based methodology for mobile measurement | 24 YOUNGER USERS MORE LIKELY TO GO ‘MOBILE ONLY’ In line with spending more minutes on average on mobile devices, younger users across the globe are more likely to abandon desktop altogether – 18 – 34 year olds lead the way in all regions when it comes to mobile only internet usage Canada Brazil Japan 18–24 25–34 35–44 45–54 55+ Mobile only users
  25. 25. 25 PLATFORM ADOPTION HAS IMPACTED DEMOGRAPHIC PROFILES Advertisers and publishers can now use weight of usage as a means of reaching different audiences by platform, to factor into reach & frequency considerations. MOBILE ONLY (VS. 7% FOR ALL USERS) MULTI PLATFORM (VS. 64% FOR ALL USERS) DESKTOP ONLY (VS. 17% OF 18–54) 13% 26%79% 18–24 years old 25–54 years old 55+ years old UK ©comScore | Source: comScore MMX Multi-Platform, June 2016 |
  26. 26. ©comScore | Source: comScore MMX Multi-Platform, June 2016 | 26 PLATFORM CHOICE INFLUENCED HEAVILY BY CONTENT With multiple screens available to a growing number of people, it is no surprise that consumption is increasingly following content type. More ad- hoc tasks such as weather and maps are overwhelmingly on mobile devices, but users prefer desktop for retail and official administrative tasks BRAZIL Entertainment Government Retail News/Information Maps Weather Desktop Only Multi-Platform Mobile Only % of users by platform
  27. 27. 27 ‘MOBILE-FIRST’ MATTERS FOR DIGITAL BUSINESSES The top 20 sites by total digital audience in Canada show how engaging audiences on mobile (including in addition to desktop) has created very few ‘desktop only’ majorities Desktop-only Mobile CANADA Desktop majority Desktop majority Desktop majority (000) unique users ©comScore | Source: comScore MMX Multi-Platform, June 2016 |
  28. 28. ©comScore | Source: comScore Mobile Metrix, June 2016 | 28 SMARTPHONE VS TABLET ADDS AN ADDITIONAL CONSIDERATION Smartphones lead tablets in overall minutes, but as examples from Canada and Spain show, some categories enjoy higher per-user engagement on tablets. Even at broad category level, these trends vary dramatically between regions, highlighting the need for local understanding SMARTPHONE VS TABLET Games Entertainment News/Information Retail SMARTPHONE Canada Spain TABLET SMARTPHONE TABLET Minutes per user
  29. 29. ©comScore | 29 DIGITAL VIDEO HAS ALSO BECOME MORE FRAGMENTED WITH MOBILE EVOLUTION
  30. 30. 30 DESKTOP SCALE AND PER- USER ENGAGEMENT ARE AGE DEPENDENT Globally speaking, younger users account for the majority of desktop video views, but on a per-user basis, 55+ users consume more video minutes, suggesting a greater number of long-form video for this demographic MINUTES PER VIEW VIDEO 15–24 25–34 35–44 45–54 55+ 15–24 25–34 35–44 45–54 55+ 00.00.00 MORE VIDEOS FEWER VIDEOS SHORTER VIDEOS LONGER VIDEOS ©comScore | Source: comScore Video Metrix, June 2016 | GLOBAL
  31. 31. 75% 100% 125% 150% 175% 200% Total Internet : Total Audience Entertainment Social Networking Portals Newspapers ©comScore | Source: comScore Video Metrix, June 2016 | 31 TOTAL VIDEOS CONSUMED ON DESKTOP CONTINUE TO GROW Global video minutes have continued to grow on desktop devices, with news, social and entertainment categories showing growth well above average SOCIAL NEWS TOTAL AUDIENCE +2% Total minutes as a % of October 2014 GLOBAL
  32. 32. 32 DECLINING MINUTES PER VIDEO SHOWS RISE OF SHORT-FORM / ADS The overall rise in desktop videos consumed is offset by declining average duration, as viewers enjoy greater volumes of shorter-form content and see more video ads ©comScore | Source: comScore Video Metrix, June 2016 |
  33. 33. ©comScore | Source: comScore Video Metrix, June 2016 | 33 YOUNGER USERS POTENTIALLY UNDER- MONETISED ON DESKTOP Despite consuming more videos overall, younger users consume a smaller percentage of advertising minutes on desktop than older demographics 2.0 2.2 3.1 2.9 3.3 0.8 0.9 0.9 1.0 1.00.9 1.1 1.2 1.4 1.2 2.0 2.1 2.2 2.5 3.0 18–24 25–34 35–44 45–54 55+ Canada Mexico Germany Australia Advertising % total mins
  34. 34. ©comScore | Source: comScore Video Metrix, June 2016 | 34 VIDEO CATEGORY MONETISATION VARIES DRAMATICALLY Of the selected categories shown for Argentina and Malaysia, Newspapers are heavily monetised for video, suggesting that advertisers may find ‘blue ocean’ opportunities in other, often premium content categories if video inventory is available Content % Ads Advertising % total mins Newspapers Lifestyles Portals Travel Sports 85% 100% 95% 90%
  35. 35. ©comScore | Source: comScore MobiLens, (3 month average), June 2016 | 35 ALL DEMOGRAPHICS INCREASING VIDEO VIEWING ON MOBILE The % of users watching video on mobile at least once per week has grown significantly. This example from Spain shows a typical pattern that 18-24s lead the way in terms of overall share of users doing so, but growth for 45+ users was proportionally faster % Watching video on mobile at least once per week (June 2015 vs. June 2016) +16% +50% 18-24s 45+ SPAIN
  36. 36. ©comScore | 36 APPS HAVE BECOME A CRUCIAL BATTLEGROUND, WITH HUGE PRIZES AT STAKE
  37. 37. 37 ONCE INSTALLED, APPS DELIVER HUGE % OF MOBILE TIME The value for brands of achieving app success are clear to see, with app usage delivering vast proportions of mobile minutes in every market USA UKBrazilCanada Spain 87% 87% 90% 90% 82% Apps as a % of total mobile minutes ©comScore | Source: comScore MMX Multi-Platform, June 2016 |
  38. 38. ©comScore | Source: comScore MMX Multi-Platform, June 2016 | 38 APP AUDIENCES APPROACH DESKTOP SCALE When compared with the largest desktop entity in the same region, largest apps now offer unprecedented reach among consumers, especially in Spain and Brazil 0% 20% 40% 60% 80% 100% USA Canada UK Spain Brazil Largest App Largest Desktop Entity Largest app audience as a % largest desktop entity
  39. 39. 39 TOP APPS SATURATED BY MAJOR INTERNATIONAL CORPORATIONS Top apps are dominated by large, international players. Interestingly, some categories such as messaging show increased prominence outside the US. USA % Reach Facebook 79 Facebook Messenger 69 YouTube 61 Google Maps 54 Google Play 52 Google Search 51 Gmail 44 Instagram 41 Pandora Radio 41 Amazon Mobile 36 UK % Reach Facebook 74 Facebook Messenger 67 YouTube 59 WhatsApp Messenger 57 Google Play 52 Google Search 50 Google Maps 44 Gmail 37 eBay 35 Amazon Mobile 34 Brazil % Reach WhatsApp Messenger 85 Google Play 83 YouTube 75 Google Search 67 Facebook 59 Facebook Messenger 54 Gmail 50 Google Maps 36 Instagram 35 Google Drive 32 ©comScore | Source: comScore MMX Multi-Platform, June 2016 |
  40. 40. ©comScore | Source: comScore MobiLens / MobiLens Plus June 2016 3 Month Average | 40 THE BARRIER TO ENTRY IS VERY HIGH FOR ANY NEW APP DOWNLOADS Despite the ubiquity and usage time of mobile devices, a surprisingly small number of users downloads any new apps in a month, meaning that new apps must work very hard to build momentum 42% 38% 19% 28% 25% 26% 12% 36% % Downloading any number of apps in a month USA Canada France Germany Italy Spain Japan UK
  41. 41. ©comScore | Source: comScore MobiLens / MobiLens Plus June 2016 3 Month Average | 41 …SPECTACULARLY HIGH BEYOND 1ST DOWNLOADED APP IN MONTH If a brand’s app is not the first downloaded in a month, chances of an install drop dramatically, with significantly fewer users going on to download more than one app % Downloading more than one app in a month USA Canada France Germany Italy Spain Japan UK % Downloading any number of apps in a month 32% 42% 27% 38% 13% 19% 18% 28% 17% 25% 19% 26% 8% 12% 26% 36%
  42. 42. 42 PURCHASING VIA APP APPROACHING MOBILE BROWSING LEVELS Consumers are increasingly turning to apps to make mobile purchases, although brands are yet to translate overwhelming time into greater share of sales vs. mobile browser 4.7 9 9.3 5.4 4.3 7.7 10.1 14.6 9.3 5.3 France Germany Italy Spain Japan App Browsing % of consumers making purchases on mobile devices via web / app ©comScore | Source: comScore MobiLens / MobiLens Plus June 2016 3 Month Average |
  43. 43. ©comScore | 43 TRENDS AND TAKEAWAYS Desktop audiences and time have been complemented, rather than replaced by mobile devices. Desktop still offers large (albeit more focused) demographics and for particular types of content, it is still the platform for scale. Reach and frequency management for advertisers needs to account for multi-platform usage. Desktop evolution has created polarised audiences and behaviours
  44. 44. ©comScore | 44 TRENDS AND TAKEAWAYS Understanding how different user demographics and content categories have adjusted to a multi-platform world allows bespoke approaches to recruiting audiences or delivering advertising. Mobile-only usage is growing, particularly amongst younger users, but multi-platform usage is the norm. The uneven move to mobile creates audience and content opportunities
  45. 45. ©comScore | 45 TRENDS AND TAKEAWAYS Digital video is growing but fragmenting further. Monetisation is not uniform Younger audiences consume more videos on desktop devices, but are proportionally under-represented in terms of advertising video, leaving relatively uncluttered opportunities. All demographics are increasing mobile consumption, but at varying rates.
  46. 46. ©comScore | 46 TRENDS AND TAKEAWAYS Platform choice is increasingly proactive, but not always mobile-first New platforms have already added complexity to user journeys. Widespread availability of devices means platform choice is increasingly proactive, based on function, location and time of day. Understanding these nuances allows for sophisticated multi-platform access to consumers almost 24 hours a day.
  47. 47. ©comScore | 47 TRENDS AND TAKEAWAYS Mobile apps are a highly-competitive but incredibly lucrative battleground Mobile apps dominate mobile time and are already approaching even the largest desktop sites in terms of reach. They can provide huge benefit to brands, but the challenge remains getting users to install new apps in a market dominated by large, established brands.

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