2011 saw consumers face an ever-growing number of device options to consider when making a mobile phone purchase,particularly when shopping for a smartphone. In the U.S. alone, there were more than 400 smartphone devices on themarket at the end of 2011, supplying consumers with a plethora of options when making a purchase. In several markets,smartphones surpassed feature phones to account for the majority of new device purchases for the ﬁrst time during 2011.During the year, Germany, France, Italy, Canada and the U.S. all achieved this milestone, joining the UK and Spain whichpassed this threshold in 2010. The UK and Spain, which both see smartphone ownership account for more than half oftheir total mobile populations, foreshadow the trend that will occur in other markets as smartphone devices make their wayinto the majority of mobile users’ hands during 2012.Smartphones Surpass Feature Phones as the Top Acquired Device TypeSource: comScore MobiLens May 2010 September 2010 January 2011 June 2011 UK Spain Germany Italy and Canada February 2011 July 2011 France U.S.
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it becomes more important than ever for newspaper interacting with their computers. companies and those in similar industries to understand the dynamics of such varied media consumption. Share of U.S. Device Page Trafﬁc for the Newspaper Category Over a Day (Weekday) Source: comScore Custom Analytics, January 24, 2012 (Tuesday), U.S. 10% SHARE OF DAILY DEVICE TRAFFIC TO CATEGORY ABLETS The trend for Newspaper site consumption on tablets 9% shows highest relative use in the evening, just before 8% consumption throughout the day, compared to tablets and mobile devices. Tablet use saw signiﬁcantly higher relativeD MULTI- midnight. This indicates that tablet owners are most likely 7% use in the morning, as tablet owners were more likely to to turn to their tablets for news late in the evening after browse news leisurely through these devices on a weekendATFORM 6% unplugging from their computer screens and before getting 5% morning. MPTION ready4% turn in for the night. Mobile devices, on the other hand,3% to display a moderately steady trend for relative news These differing trends highlight how consumers depend on a consumption through the day, suggesting that people turn variety of devices to consume information depending on their 2% to their phones for news in small, regular doses as they needs at the moment – broadly illustrating an overall shift 1% toward cross-platform digital media consumption through move from location to location throughout the day. 0% multiple device touchpoints. In 2012, it will be interesting to 12:00 AM 6:00 AM 12:00 PM 6:00 PM The relative trafﬁc trends for weekend news consumption see how such digital media consumption habits continue to paint a different picture. Computers drove less relative news be shaped by tablets and connected devices to be released. TABLET MOBILE COMPUTER Share of U.S. Device Page Trafﬁc for the Newspaper Category Over a Day (Weekend) Source: comScore Custom Analytics, January 28, 2012 (Saturday), U.S. 41 10% SHARE OF DAILY DEVICE TRAFFIC TO CATEGORY 9% 8% 7% 6% 5% 4% 3% 2% 1% 0% 12:00 AM 6:00 AM 12:00 PM 6:00 PM TABLET MOBILE COMPUTER
TABLETS A closer inspection of the types of devices driving the most trafﬁc within these platforms shows that iPads drove more A breakdown of tablet trafﬁc by platform indicates that iOS has a substantial lead, driving 90.4 percent of all tabletD MULTI- than half of all iOS trafﬁc – a signiﬁcant percentage that not trafﬁc in December 2011. While the Android platform still SMARTPHONE vs TABLET only considerably increases overall iOS trafﬁc share, but is contributes only a fraction of tablet trafﬁc at the moment, it ATFORM also noteworthy considering that iPhones have been around is highly probable that this percentage will increase in 2012UMPTION much longer than iPads. with the increasing popularity of new Android tablets such as the Kindle Fire and continued development of tablets meeting OS Share of Device Trafﬁc a lower price point and catering to various audience needs. Source: comScore Device Essentials, Dec-2011, U.S. 0.5% 9.1% 8.4% 6.5% 47.4% 90.4% 37.7% TABLET MOBILE IOS ANDROID RIM ANDROID IOS RIM OTHER 39 Source: comScore Device EssenTals, Dec-‐2011, U.S.
SMARTPHONE vs TABLET 0.5% Edad media 34 30 9.1% Usuarios 55+ 17% 7% 6.5% 8.4% 47.4% Gaming 67% 39% 90.4% 37.7% Social media 10% 24% TABLET MOBILE IOS ANDROID RIM ANDROID IOS RIM OTHER Source: Flurry AnalyTcs
Smartphone Users Are Avid Video Watchers Online Video Consumption Total usage Usage at least once a day 79% 77% 75% 69% 71% 64% 11% 23% 18% 26% 13% 10%Base: Private Smartphone users who use the internet in general, wave 2 (US: 1.000; UK: 1.000; FR: 1.000; DE: 1.000; ES: 1.000; JP: 1.000). Google Confidential and Proprietary 12Q38. How often do you visit a social network (via websites or apps) on your…?
Smartphone Users Are FrequentSocial Networkers Social Media Usage Total usage Usage at least once a day 79% 78% 79% 69% 70% 66% 54% 48% 51% 38% 37% 46%Base: Private Smartphone users who use the internet in general, wave 2 (US: 1.000; UK: 1.000; FR: 1.000; DE: 1.000; ES: 1.000; JP: 1.000). Google Confidential and Proprietary 13Q38. How often do you visit a social network (via websites or apps) on your…?
LA PREGUNTA DEL MILLÓN ¿POR QUÉ EL USUARIO QUIERE MI CONTENIDO EN FORMATO MÓVIL?