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#SMX #comScore @LosBuenos
Multi-Platform Realities– September 2015
The New Search Landscape
Eli Goodman – Media Evangelist...
#SMX #comScore @LosBuenos
Multi-Platform – Audience Breakdown
#SMX #comScore @LosBuenos 3
Ongoing adoption of smartphones and tablets has led to a dramatic shift to
mobile for media en...
#SMX #comScore @LosBuenos 4
Digital media usage time is exploding right now, and it’s
predominantly being driven by mobile...
#SMX #comScore @LosBuenos 5
30%
35%
40%
45%
50%
55%
60%
65%
Jun-2013 Dec-2013 Jun-2014 Dec-2014 Jun-2015
%ShareofDigitalMe...
#SMX #comScore @LosBuenos
Multi-Platform – Mobile Search Breakdown
#SMX #comScore @LosBuenos 7
Mobile search now accounts for 29% of all search activity, with smartphones
driving a greater ...
#SMX #comScore @LosBuenos 8
As consumers shift their digital activity to mobile, growth in the search market
is being driv...
#SMX #comScore @LosBuenos 9
iOS seeing tremendous growth in mobile search volume vs. other operating
systems in the US
0
5...
#SMX #comScore @LosBuenos 10
Search share by operating system differs country by country
0%
10%
20%
30%
40%
50%
60%
70%
80...
#SMX #comScore @LosBuenos
Multi-Platform – Mobile Web vs. Mobile Apps
(and how that impacts search)
#SMX #comScore @LosBuenos 12
87% 88% 83%
13% 12% 17%
0%
20%
40%
60%
80%
100%
Mobile Smartphone Tablet
ShareofMobileTimeSpe...
#SMX #comScore @LosBuenos 13
Mobile audience growth is being driven more by mobile web
properties, which are actually bigg...
#SMX #comScore @LosBuenos 14
But, it’s still much easier to build a large audience on the desktop and
mobile web because o...
#SMX #comScore @LosBuenos
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016
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The New Search Landscape By Eli Goodman

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: The New Search Landscape - Given by Eli Goodman, @LosBuenos, Search Evangelist - comScore, Inc.. #SMX #13C

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The New Search Landscape By Eli Goodman

  1. 1. #SMX #comScore @LosBuenos Multi-Platform Realities– September 2015 The New Search Landscape Eli Goodman – Media Evangelist comScore
  2. 2. #SMX #comScore @LosBuenos Multi-Platform – Audience Breakdown
  3. 3. #SMX #comScore @LosBuenos 3 Ongoing adoption of smartphones and tablets has led to a dramatic shift to mobile for media engagement 0 20,000,000 40,000,000 60,000,000 80,000,000 100,000,000 120,000,000 140,000,000 160,000,000 180,000,000 200,000,000 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Mar-2015 NumberofDeviceOwners 187 MILLION 75% PENETRATION 100 MILLION 40% PENETRATION Number of U.S. Smartphone and Tablet Owners Source: comScore MobiLens and TabLens, U.S., 2000-2015 +13% vs. YA +12% vs. YA
  4. 4. #SMX #comScore @LosBuenos 4 Digital media usage time is exploding right now, and it’s predominantly being driven by mobile apps 476,553 480,967 550,522 409,847 621,410 778,95477,081 97,440 118,299 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 Jun-2013 Jun-2014 Jun-2015 TotalMinutes(MM) Desktop Mobile App Mobile Browser Over the past two years, total digital media usage has grown 49% with mobile apps having grown 90% and contributing to 77% of the total increase in time spent. Mobile browser is also seeing very strong growth at 53% and even desktop is still rising. Growth in Digital Media Time Spent Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience +53% vs. 2013 +90% vs. 2013 +16% vs. 2013
  5. 5. #SMX #comScore @LosBuenos 5 30% 35% 40% 45% 50% 55% 60% 65% Jun-2013 Dec-2013 Jun-2014 Dec-2014 Jun-2015 %ShareofDigitalMediaTimeSpent Mobile now represents almost 2 out of 3 digital media minutes, and mobile apps alone now constitute a majority Although desktop is not declining in total engagement, it is losing share to mobile – which now accounts for 62% of digital media time spent. And mobile apps on their own now drive the majority of digital media time spent at 54%. Share of Digital Media Time Spent by Platform Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience Share of Digital Time Spent on MOBILE APP Share of Digital Time Spent on MOBILE 38% 54% 42% 62% 51% 49% Share of Digital Time Spent on DESKTOP +11pts +12pts -11pts
  6. 6. #SMX #comScore @LosBuenos Multi-Platform – Mobile Search Breakdown
  7. 7. #SMX #comScore @LosBuenos 7 Mobile search now accounts for 29% of all search activity, with smartphones driving a greater share (20%) than tablets (9%). 45.7 45.5 10.8 12.6 4.6 5.9 Q4 2013 Q4 2014 Total Multi-Platform Web Searches* (Billions) by Platform Source: comScore qSearch Multi-Platform, U.S., Q4 2014 vs. Q4 2013 Tablet Smartphone Desktop 61.1 64.0 +5% Y/Y • * Total multi-platform web searches include all web searches conducted on desktop, smartphone and tablet. Note that web searches on desktop differ from “explicit core search” and comScore’s monthly desktop search rankings.
  8. 8. #SMX #comScore @LosBuenos 8 As consumers shift their digital activity to mobile, growth in the search market is being driven by both smartphones (+17% y/y) and tablets (+28% y/y). -1% 17% 28% Desktop Smartphone Tablet Y/Y Growth in Total Searches by Platform Source: comScore qSearch Multi-Platform, U.S., Q4 2014
  9. 9. #SMX #comScore @LosBuenos 9 iOS seeing tremendous growth in mobile search volume vs. other operating systems in the US 0 500000000 1E+09 1.5E+09 2E+09 2.5E+09 3E+09 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Android iOS Other Windows
  10. 10. #SMX #comScore @LosBuenos 10 Search share by operating system differs country by country 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% IN BR ES IT RU DE FR UK US CA AU iOS Android
  11. 11. #SMX #comScore @LosBuenos Multi-Platform – Mobile Web vs. Mobile Apps (and how that impacts search)
  12. 12. #SMX #comScore @LosBuenos 12 87% 88% 83% 13% 12% 17% 0% 20% 40% 60% 80% 100% Mobile Smartphone Tablet ShareofMobileTimeSpent App Browser Apps dominate mobile web in time spent. But these stats only tell part of the story, especially when looking at driving audiences… The lower share of app time spent on tablets is likely due to the device’s larger screen, which makes for a better web browsing experience, and a fewer number of apps available for tablets vs. smartphones. Share of Time Spent on Mobile: App vs. Browser Source: comScore Mobile Metrix, U.S., Age 18+, June 2015
  13. 13. #SMX #comScore @LosBuenos 13 Mobile audience growth is being driven more by mobile web properties, which are actually bigger and growing faster than apps A comparison of the Top 1000 Apps vs. the Top 1000 Mobile Web Properties shows a surprising result. Not only do mobile web properties have audiences that are more than 2.5x the size, but these audiences are also growing twice as fast. Average Monthly Audience: Top 1000 Mobile Apps vs. Top 1000 Mobile Web Properties Source: comScore Mobile Metrix, U.S., Age 18+ - 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 Jun-2014 Sep-2014 Dec-2014 Mar-2015 Jun-2015 UniqueVisitors(000) Apps Mobile Web +42% y/y +21% y/y
  14. 14. #SMX #comScore @LosBuenos 14 But, it’s still much easier to build a large audience on the desktop and mobile web because of more fluid linking of content 159 218 63 84 122 33 71 93 27 0 50 100 150 200 250 300 350 400 450 500 Desktop Mobile Web Mobile App NumberofWebProperties/Apps 5-10 MM 10-20 MM 20 MM + Despite growing audiences on apps, the existing digital infrastructure makes it harder to build large audiences on apps than on the web. As evidenced, the mobile web still has 3.5x more web properties with 5 million unique visitors than apps have. Number of Web Properties vs. Mobile Apps That Reached Unique Visitor Milestones Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience, June 2015
  15. 15. #SMX #comScore @LosBuenos THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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