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Conférence de Jeremy Copp (comScore) au L2 Think Tank à Paris le 24 Janvier 2012
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Mobile2012 L2 Think Tank
1.
CLINIC:
Mobile! Module 1! Jeremy Copp! comScore, Inc.!
2.
The Mobile Landscape
in Europe L2 Clinic Mobile - 24 January 2012 Jeremy Copp, Vice President Mobile Europe jcopp@comscore.com, +44 7876 567742
3.
Agenda – Mobile Landscape
Devices & Platforms From Phones Towards Connected Devices Mobile Media What? Content Consumption When? Usage Patterns Mobile Commerce Engagement Behaviour Transactions Takeaways © comScore, Inc. Proprietary and Confidential. 9
4.
Mobile Landscape Devices &
Platforms From Phones Towards Connected Devices © comScore, Inc. Proprietary and Confidential. 10
5.
Continued Rise of
Smartphones Smartphone adoption has reached nearly 42% Growing 13 percentage points over the past year Growth of Smartphone Audience ES UK IT FR DE EU5 60.0% 60.0% 50.0% 50.0% Share of Smartphones (%) 40.0% Share of Smartphones (%) 40.0% 30.0% 30.0% 20.0% 20.0% 10.0% 10.0% 0.0% 0.0% -‐10.0% Product: MobiLens Data: Three month average ending October 2010 vs October 2011 © comScore, Inc. Proprietary and Confidential. 11 Country: EU5, N= 67,792
6.
Google & Apple
Gaining in Platform Penetration Symbian still represents largest installed base, but declining. Google’s Android platform has grown rapidly to represent second largest audience. Smartphone OperaSng Systems 35,000 330.2% 350.0% 30,000 300.0% % Year on Year Growth 250.0% # Smartphones (000) 25,000 200.0% 162.6% 20,000 150.0% 15,000 63.6% 100.0% 54.3% 10,000 -‐12.0% 50.0% -‐6.2% 5,000 0.0% 0 -‐50.0% Symbian Google Apple RIM MicrosoO Other OS Oct-‐2011 Growth Product: MobiLens Data: Three month average ending October 2010 vs October2011 © comScore, Inc. Proprietary and Confidential. 12 Country: EU5, N= 67,792
7.
More Than Smartphones:
the Tablets are Coming 6.6% of EU5 mobile phone owners also used a tablet in October 2011. All five countries have similar audiences with between 2.9 million and 3.2 million tablet users. ProporSon of Mobile Owners That Also Own Tablet EU5 6.6% ES 8.8% IT 6.9% FR 6.8% UK 6.2% DE 5.4% Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary and Confidential. 13 Country: EU5, N= 67,792
8.
Connected Device View
Changes Platform Market Dynamics Operating system platforms extend beyond smartphones to tablets and other connected devices. Symbian and Android lead the smartphone market; Apple leads in combined market share of platforms. 30% of devices in use run Apple’s iOS platform. OS Market Share Audience Installed Base Other MicrosoO 4% 5% Apple iOS RIM Google Android 8% Apple iOS 30% Symbian RIM Symbian 26% Smartphones MicrosoO Tablets Google Android Other Other Devices (iPod Touch) 27% 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 Audience Installed Base (000) Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary and Confidential. 14 Country: EU5, N= 67,792
9.
Tablet Demographics European
tablet audience is predominantly male (61.9%). Largest share of tablet owners are aged 25-34 (22.3%) 19.6% of owners are aged 35-44. EU5 Smartphone Owners by Gender EU5 Tablet Owners by Gender Female ; Female ; 38.1% 43.7% Male; 56.3% Male; 61.9% Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary and Confidential. 15 Country: EU5, N= 67,792
10.
iPads Have Broad
Appeal Beyond Apple Devotees iPhone owners over index on iPad ownership compare the average smartphone user Motorola and LG phone users though are more likely to own an Apple Tablet. Index of Smartphone OEM Owners to Apple iPad Owners 210 180 164 103 97 Motorola LG Apple Samsung Sony Ericsson Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary and Confidential. 16 Country: EU5, N= 67,792
11.
Mobile Media Content Consumption Usage
Patterns © comScore, Inc. Proprietary and Confidential. 17
12.
PCs Still the
Dominant Access Method 95.1% of EU5 browser based page views are from PCs Mobile phones accounting for a majority of the remaining non-computer traffic. Share of Connected Device Traffic in EU5 3.2% PC 95.1% 4.9% Mobile Tablet Other 1.4% 0.3% Product: Device Essentials Data: October 2011 © comScore, Inc. Proprietary and Confidential. 18 Country: EU5
13.
Tablets and Mobile
Users Access Different Content 14.1% of page views in the Family & Parenting category are from mobile devices. Technology News sites over index in tablet traffic compared to the total internet indicating that tablet owners are technology early adopters. Leading* Categories Accessed via Mobile in Leading* Categories Accessed via Tablet in EU5 EU5 Family & ParenSng 14.1% Home 4.9% Share of Total Category Traffic Family & AutomoSve -‐ Resources 12.5% 4.5% ParenSng Technology Health -‐ InformaSon 8.4% 4.0% -‐ News Career Services and 8.3% PoliScs 3.1% Development General News 6.6% Real Estate 3.1% *Based on categories in which a majority of the sites have adapted our UDM Methodology, which u=lises census-‐level informa=on from tagged web page content. Product: Device Essentials Data: October 2011 © comScore, Inc. Proprietary and Confidential. 19 Country: EU5
14.
PCs for Lunch,
Tablets for Dinner on Weekdays Most tablet activity was observed in the late evening between 9pm and 11pm. Otherwise mobile and tablet consumption patterns were similar with mobile traffic showing peaks during typical commuter travel hours (around 9am and 6pm). Computer-based traffic had its highest relative consumption during typical office hours, spiking around lunchtime. Share of Device Page Traffic Over a Day: Wednesday 7 December 2011 Tablet Mobile Computer 10% 9% 8% 7% 6% 5% 4% 3% 2% 1% 0% 12:00 AM 6:00 AM 12:00 PM 6:00 PM Product: Custom Analytix Data: 7 December 2011 © comScore, Inc. Proprietary and Confidential. 20 Country: EU5
15.
Weekend Activity Closely
Aligned Usage patterns of all three devices align more closely with one another at weekends. Two spikes occurred on the Saturday analysed at around 11am and 6pm. Share of Device Page Traffic Over a Day: Saturday 10 December 2011 Tablet Mobile Computer 8% 7% 6% 5% 4% 3% 2% 1% 0% 12:00 AM 6:00 AM 12:00 PM 6:00 PM Product: Custom Analytix Data: 10 December 2011 © comScore, Inc. Proprietary and Confidential. 21 Country: EU5
16.
Mobile Media Usage
Growing 76% of EU5 smartphone owners are mobile media users, growing at 62% year-on-year. Mobile media usage in Germany & France growing quickest, but have smaller audiences currently. Growth of Smartphone Owners (000) That Used Connected Media (Except SMS) + 62.1% 75,000 65,000 55,000 45,000 35,000 25,000 + 61.8% + 89.4% + 72.0% + 32.4% + 62.0% 15,000 5,000 EU5 UK Germany France Italy Spain Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary and Confidential. 22 Country: EU5, N= 67,792
17.
Social Networking On-the-Go
In Europe the number of monthly mobile social networking users has grown 46% in the past year, to reach 57.4 million users in October 2011. More and more European consumers are using mobile social networking on a daily basis, this audience growing at 69% year-on-year. Top 5 UK Social Networking Sites on Mobile* vs Classic Web by % Reach Mobile (Browser Only) Classic Web 75.7 41.6 19.5 14.9 7.8 6.6 4.8 2.7 1.3 1.1 Facebook Twiger Linkedin Myspace Tumblr * Classic Web for UK includes all users over the age of 6+ while Mobile includes all ages Product: MobiLens-EU5, GSMA Mobile Media Metrics-UK and Media Metrix-UK Data: October 2011 © comScore, Inc. Proprietary and Confidential. 23 Country: EU5, N= 67,792
18.
Mobile Commerce Engagement Behaviour Transactions
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Mobile Retail Shows
Rapid Growth Mobile retail is one of the fastest growing phenomena amongst smartphone users, with more than 13.6 million EU5 smartphone owners accessing a retail site in October 2011. UK had the largest audience (4.7 million), but Germany showed highest growth (112% y-o-y). Growth of Mobile Retail Users (000) Oct 2010 Oct 2011 16,000 14,000 +85% 12,000 10,000 8,000 6,000 + 95% + 112% 4,000 + 40% + 89% + 88% 2,000 0 EU5 United Kingdom Germany Italy France Spain Product: MobiLens Data: Three month average ending October 2010 vs October 2011 © comScore, Inc. Proprietary and Confidential. 25 Country: EU5, N= 67,792
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Double-Digit Growth in
All Mobile Retail and E-Commerce Categories Access to all types of retail and e-commerce services is increasing in popularity. More than 14 million smartphone owners accessed auction sites such as eBay (14.7% of the audience), growing at 66.9% year-on-year. Online retail was accessed by 13.9% of EU5 smartphone owners and has increased its user base by 85.3% over the past year. Retail / E-Commerce 85.3% 16,000 90.0% 14,000 80.0% 66.9% 66.2% 12,000 60.0% 70.0% % Smartphone % YoY Growth 60.0% 10,000 45.0% 50.0% 8,000 37.1% 40.0% 6,000 30.0% 4,000 20.0% 2,000 10.0% 0 0.0% Auction Sites Online Retail Classifieds Shopping Guides Travel Service Automotive Services Oct-10 Oct-11 Year on Year Growth Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary and Confidential. 26 Country: EU5, N= 67,792
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In Store Nearly
Half of All Smartphone Owners Use Their Phone for a Shopping Activity 46% of all smartphone owners have performed at least one of the shopping activities analysed while they were in a physical retail store. Taking a picture of a product is the most common activity with 21.8% reach amongst all ‘Mobile Shoppers’, followed by texting or calling friends or family about a product. Activities Performed in Retail Store Took picture of a product 21.8% Texted or called friends/family about a product 14.9% Scanned a product barcode 10.9% Sent picture of product to family/friends 10.1% Found store location 6.6% 46% of all EU5 Compared product prices 6.4% Smartphone owners have performed at least Researched product features 4.5% one of the shopping Found coupons or deals 3.9% activities in October 2011 Checked product availability 2.4% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% % Smartphone Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary and Confidential. 27 Country: EU5, N= 67,792
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QR Codes Offer
Mobile Engagement Mechanism Awareness and use of QR or bar codes in Europe is growing, with Germany leading the way in penetration. % of Smartphone Users Scanning QR/Bar Code 14.9 13.2 12.5 12.1 10.0 9.6 EU5 DE UK FR ES IT Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary and Confidential. 28 Country: EU5, N= 67,792
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The Smartphone Acts
as a Bridge Between Different Types of Media QR Codes are mostly scanned while 45.2% of QR Codes scanned are found being at home, with a 58.7% reach in printed magazines or newspapers. among Smartphone owners who Mobile successfully reaches different scanned a QR Code type of media; 7.0% of all QR Codes 11.9 Million Smartphone Retail Stores take second position with scanned are even seen on TV! owners 24.4% scanned QR Code Location When Scanning QR Source of QR Code Scanned Code Printed magazine or newspaper 45.2% At home 58.7% Product packaging 32.8% Retail store 24.4% Website on PC 29.7% Outside or on public transit 21.3% Poster or flyer or kiosk 24.3% Grocery store 18.5% Business card or brochure 11.3% Storefront 9.3% At work 18.4% TV 7.0% Restaurant 6.4% 0.0% 20.0% 40.0% 60.0% 0.0% 20.0% 40.0% 60.0% 80.0% % Scanned QR Code with Smartphone % Scanned QR Code with Smartphone Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary and Confidential. 29 Country: EU5, N= 67,792
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Deal-A-Day Conquers Mobile
in Europe 10.1% of EU5’s Smartphone owners used deal-a-day services in October 2011, which accounts for almost 10 million consumers. 21.6% of deal-a-day users accessed the service almost every day. Groupon is by far the most popular brand among deal-a-day users with 57.5% reach. Frequency of Using Deal-a-Day Top 5 Deal-a-Day % Reach Among 50.0% Brands Deal-a-Day Users 44.7% % Smartphone Owners Using Deal-a- 45.0% 40.0% Groupon 57.5% 33.7% 35.0% 30.0% 25.0% 21.6% LivingSocial 17.9% 20.0% Day 15.0% Groupalia 16.9% 10.0% 5.0% 0.0% Daily Deal 6.1% Almost every day At least once each Once to three week times throughout the month Gilt Groupe 5.6% Product: MobiLens Data: Three month average ending October 2011 © comScore, Inc. Proprietary and Confidential. 30 Country: EU5, N= 67,792
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Takeaways
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Takeaways The smartphone
and tablet audience continues to grow rapidly – Consumers are willing and able to engage in connected media – Early days in terms of tablets as mass media device Connected devices offer constant, personalised access to content – Used throughout the day – Ever increasing mobile media user base Mobile retail and transaction is a reality – Connected devices enable engagement online & bricks-and-mortar locations – Use mobile to stimulate transactions Apple’s iOS is a good bet as a target platform for services – Users have a high propensity to consume media – Currently represents the highest volume platform for connected devices – However, Android based device users show similar characteristics Consider the market carefully – how will you reach your target audience? – The reality as revealed by measurement is often different from intuition © comScore, Inc. Proprietary and Confidential. 32
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Thank you Jeremy Copp jcopp@comscore.com
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