Today’s Mobile Mainstream<br />WebContent 2011  :  Chicago June 6-7<br />Mark Donovan, SVP + Senior Analyst<br />mdonovan@...
15 Years Ago  . . .<br />. . . My Phone Made Me Look Like I Was on Star Trek<br />
Today . . .<br /><ul><li>. . . My Phone Augments My Reality
Always
With Me
Knows Where I am
Always Connected</li></ul>Can See<br />Monitors my Social Graph<br /><ul><li>Can Hear
Accesses
my Media
Can Pay
Make, Consume, Share Content </li></li></ul><li>comScore<br />
comScore is a Global Leader in Measuring the Digital World<br />
Site/App Metrics<br />Consumer Panelsand Survey<br />Network Analytics<br />comScore’s  360° View of Mobile<br />
comScore History of Leadership and Innovation<br />To Unify census + panel measurement<br />1<br />st<br />To provide beha...
Mobile Media is Mainstream<br />
Mobile Media Users are Nearing a Majority in the US<br />Product: MobiLens<br />Data: Three month average ending March 201...
Mobile Browser/App Users Growing Every Month<br />Product: MobiLens<br />Data: Three month average ending March 2011<br />...
Devices Change the Game <br />
Top 10 Devices United States by Installed Base<br />Product: MobiLens<br />Data: Three month average ending March 2011<br ...
Touch Will Become Dominant Mobile UI  <br />Product: MobiLens<br />Data: Three month average ending March 2011<br />Countr...
Nearly One in Three own a Smartphone<br />MobiLens, US, Oct 2009 to Apr 2011<br />75 million smartphone owners <br />
Google’s Android, Apple’s iPhone Surge<br />Product: MobiLens<br />Data: Three month average ending March 2011<br />Countr...
Intense Platform Competition <br />Product: MobiLens<br />US, April 2011<br />Platforms—and platform technology—<br />impa...
Social and Contextual Content in the Lead<br />
Double-Digit Growth in All Major Categories<br />Product: MobiLens<br />Data: Three month average ending March 2011<br />C...
Nearly Daily Users Growing Faster than Total Audience<br /><ul><li>Product:, MobiLens
Data: Three month averages ending January 2010 and January 2011
Country: US</li></li></ul><li>Mobile Social Media Booming in US <br />Social Media fastest growing category in US<br />Alm...
Location and Context is Key in Mobile<br />Product: MobiLens<br />Data: Three month average ending March 2011<br />Country...
Mobile Provides Incremental Reach<br />
Unified Digital Measurement™ (UDM) Establishes Platform For Panel + Census Data Integration<br />Global <br />MACHINE Meas...
UDM clients—Over 320,000 Domains Currently Tagging with comScore. On a monthly basis the list of domains increase by 5%.<b...
Mobile-Only is 40% of Pandora’s Audience<br />
Newspapers Seeing Incremental Mobile Reach<br />
Advertising Comes to Mobile<br />
Frequency and Awareness of Mobile Ads on the Rise<br />Product: MobiLens<br />Data: Three month average ending March 2011<...
Mobile Advertising Developing Broad Appeal<br />
Mobile Ads Connect with Hard to Reach Segments<br />Product: MobiLens<br />Data: Three month average ending March 2011<br ...
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Today’s Mobile Mainstream: Implications for the Industry

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Browsing the Web, reading books, sending email, watching movies and playing games on-the-go is no longer for the early-adopter techies of the world. Thanks to improved smartphone technology and access to increasingly user-friendly apps, these traditionally fixed-Internet activities are now mobile mainstreams. With this evolution come many questions about the increasingly ubiquitous digital ecosystem. What does today’s ‘new’ digital consumer look like? What devices and apps are they using for which digital activities and how are the sites they are visiting affected by these changes? How do these behaviors impact usage on traditional PC and mobile? comScore Executive Chairman Gian Fulgoni will share an overview of the current state of the industry as well as share new insights that help to shed light on this new environment and answer many of these questions.

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  • The number of people who are just using voice has declined 15% year on year.Mobile Media usage has grown 21% year on year with March 2011 seeing 18.5 million additional mobile media users
  • At present rate by end of yeqar half of phone owners will be using app or browser+ 24% YoY
  • VERIFY ANDROID v BREW
  • Screens are not just getting larger, they are also getting more functional: touchscreen device penetration is up 70% year-on-year. But this doesn’t mean that Hard QWERTY is abandoned: Installed Base of devices with full keyboards have increased by 28% year-on-year – a combination of touchscreen and full keyboard is also possible: Motorola Droid for example.Screen size and device features also have influence on mobile consumption behaviour – touchscreen device owners are 176 times more like to consume mobile media than non-touchscreen device owners.
  • While the number of Smartphone owners has increased 55% year on year, there have been significant changes in the share by operating system. Android has rapidly grown to represent 35% of Smartphone owners in the US, overtaking Apple and RIM for the first time. With 25% Smartphone share Apple takes 3rd position after RIM with 27%.
  • Personal Email, which is now used by 32% of all mobile phone owners in the US is still growing its user base – 31% year-on-year. Mobile usage of Social Networking services has increased by 46%
  • 74% of devices in the US market have GPS
  • The overall recall of web/app ads has grown by 30% since August 201012% of the US mobile market recalled seeing a web/app ad in March 2011The 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
  • Mobile content and publishing accounts for 50% of mobile advertising campaignsThe industry shows signs of maturing with growth in the proportion of campaigns from financial institutions brandsExamples of financial advertisers that advertised for the first time (since tracking started in May 2008) are Amica Mutual Insurance Company, California and Nevada Credit Union and Leagues First Citizens Nation Bank
  • The overall recall of web/app ads has grown by 30% since August 201012% of the US mobile market recalled seeing a web/app ad in March 2011The 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
  • Teenagers* use nearly 4x the mobile media as elder adults**, but elders grew stronger in mobile media usage, 44.6% growth compared to teenagers,1.4% growth year on year.The rapid year on year growth of mobile media by elder adults proves that teens are not the only age group who are getting heavier into connected media.*Teenagers: mobile subscribers aged 13-19 years (23.2 million), **Elder Adults: mobile subscribers aged 55+ years (66.0 million)
  • While Apple is indeed the most heavily represented OEM among iPad owners, its OEM share (29.0%) is only slightly higher than its share among all smartphone subscribers (25.5 %).RIM accounts for the second highest percentage of iPad owners at 17.2%, but this number is well below its overall smartphone market share of 27.1%Meanwhile, Samsung, LG and Nokia are all significantly overrepresented among iPad owners as compared to their respective shares of the smartphone market. In addition, 15.5% of iPad users had Android phones.
  • Today’s Mobile Mainstream: Implications for the Industry

    1. 1. Today’s Mobile Mainstream<br />WebContent 2011 : Chicago June 6-7<br />Mark Donovan, SVP + Senior Analyst<br />mdonovan@comscore.com WC2011 in Subject<br />
    2. 2. 15 Years Ago . . .<br />. . . My Phone Made Me Look Like I Was on Star Trek<br />
    3. 3. Today . . .<br /><ul><li>. . . My Phone Augments My Reality
    4. 4. Always
    5. 5. With Me
    6. 6. Knows Where I am
    7. 7. Always Connected</li></ul>Can See<br />Monitors my Social Graph<br /><ul><li>Can Hear
    8. 8. Accesses
    9. 9. my Media
    10. 10. Can Pay
    11. 11. Make, Consume, Share Content </li></li></ul><li>comScore<br />
    12. 12. comScore is a Global Leader in Measuring the Digital World<br />
    13. 13. Site/App Metrics<br />Consumer Panelsand Survey<br />Network Analytics<br />comScore’s 360° View of Mobile<br />
    14. 14. comScore History of Leadership and Innovation<br />To Unify census + panel measurement<br />1<br />st<br />To provide behavioral ad effectiveness <br />To measure the searchmarket <br />To meter mobileuser behavior<br />To measure <br />video streaming <br />To provide census level mobilebehavior<br />To offer competitive mobileadvertising tracking<br />To deliver a worldwideInternet audience measurement<br />To build and project from 2 million+ longitudinal panel<br />To monitor and report e-commerce data<br />Global Shaper Company<br />2010<br />
    15. 15. Mobile Media is Mainstream<br />
    16. 16. Mobile Media Users are Nearing a Majority in the US<br />Product: MobiLens<br />Data: Three month average ending March 2011<br />Country: US, N= 30,817<br />Mobile Media User = Used browser, application, native email, stream or download music and broadcast or on demand video (does not include SMS)<br />
    17. 17. Mobile Browser/App Users Growing Every Month<br />Product: MobiLens<br />Data: Three month average ending March 2011<br />Country: US, N= 30,817<br />Half will Be Using Browser and Apps by End of year<br />
    18. 18. Devices Change the Game <br />
    19. 19. Top 10 Devices United States by Installed Base<br />Product: MobiLens<br />Data: Three month average ending March 2011<br />Country: US, N= 30,817<br />
    20. 20. Touch Will Become Dominant Mobile UI <br />Product: MobiLens<br />Data: Three month average ending March 2011<br />Country: US, N= 30,817<br />Are you thinking about touch for your content?<br />
    21. 21. Nearly One in Three own a Smartphone<br />MobiLens, US, Oct 2009 to Apr 2011<br />75 million smartphone owners <br />
    22. 22. Google’s Android, Apple’s iPhone Surge<br />Product: MobiLens<br />Data: Three month average ending March 2011<br />Country: US, N= 30,817<br />
    23. 23. Intense Platform Competition <br />Product: MobiLens<br />US, April 2011<br />Platforms—and platform technology—<br />impact what you can and<br />can’t do.<br />
    24. 24. Social and Contextual Content in the Lead<br />
    25. 25. Double-Digit Growth in All Major Categories<br />Product: MobiLens<br />Data: Three month average ending March 2011<br />Country: US, N= 30,817<br />
    26. 26. Nearly Daily Users Growing Faster than Total Audience<br /><ul><li>Product:, MobiLens
    27. 27. Data: Three month averages ending January 2010 and January 2011
    28. 28. Country: US</li></li></ul><li>Mobile Social Media Booming in US <br />Social Media fastest growing category in US<br />Almost daily users of mobile social media +80% YoY in US<br />Conversational Media in Mobile Metrix has 69% reach<br />36% minutes, 48% PVs<br />Nearly all is Facebook with 83% of category minutes and 77% of PVs<br />
    29. 29. Location and Context is Key in Mobile<br />Product: MobiLens<br />Data: Three month average ending March 2011<br />Country: US, N= 30,817<br />
    30. 30. Mobile Provides Incremental Reach<br />
    31. 31. Unified Digital Measurement™ (UDM) Establishes Platform For Panel + Census Data Integration<br />Global <br />MACHINE Measurement<br />Global <br />PERSON Measurement<br />PANEL<br />PAGE TAGS<br />Unified Digital Measurement (UDM)<br />V0910<br />
    32. 32. UDM clients—Over 320,000 Domains Currently Tagging with comScore. On a monthly basis the list of domains increase by 5%.<br />A brief representation of domains that are currently tagging with comScore<br />
    33. 33. Mobile-Only is 40% of Pandora’s Audience<br />
    34. 34. Newspapers Seeing Incremental Mobile Reach<br />
    35. 35. Advertising Comes to Mobile<br />
    36. 36. Frequency and Awareness of Mobile Ads on the Rise<br />Product: MobiLens<br />Data: Three month average ending March 2011<br />Country: US, N= 30,817<br />
    37. 37. Mobile Advertising Developing Broad Appeal<br />
    38. 38. Mobile Ads Connect with Hard to Reach Segments<br />Product: MobiLens<br />Data: Three month average ending March 2011<br />Country: US, N= 30,817<br />
    39. 39. Advertising Monetizes Mobile<br />
    40. 40. Mobile Social Networking Attracts a Younger User Base<br />Product: MobiLens<br />Data: Three month average ending December 2010<br />Country: US, N= 32,311<br />
    41. 41. Elder Adults Show Interest in Mobile Media <br />T<br />Product: MobiLens<br />Data: Three month average ending March 2011<br />Country: US, N= 30,817<br />YoY +44.6%<br />YoY +1.4%<br />Mobile Media User = Used browser, application, native email, stream or download music and broadcast or on demand video (does not include SMS)<br />
    42. 42. What’s Next?<br />
    43. 43. “Connected Devices” are the New Frontier<br />Product: MobiLens<br />Data: Three month average ending April 2011<br />
    44. 44. iPad Owners Aren’t Just Apple Fanboys<br />Product: MobiLens<br />Data: Three month average ending March 2011<br />Country: US, N= 30,817<br />*Index = % of iPad Owners/% of Smartphone Owners x 100; Index of 100 indicates average representation<br />
    45. 45. To Sum<br />Mobile is here today<br />An audience of 107M use mobile media every month. <br />Connected Devices—smartphones, tablets, et al—are bringing a fundamental change in the way humans interact with technology.<br />We’re being augmented in persistent and personal ways.<br />Understanding trends and demographics is important for targeting an audience.<br />But real innovation happens by thinking about the context and unique possibility of mobile – not just porting content to a smaller screen.<br />37<br />
    46. 46. Thank You!<br />Questions?<br />For Slides email mdonovan@comscore.com and put “WC2011” in Subject Line<br />Tag your sites: direct.comscore.com<br />Find out how we can help: learnmore@comscore.com<br />

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