How Multi-platform audiences and engagement compare in the US, Canada, UK and beyond. Mobile marketing report for a global perspective.

1. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 1
The Global Mobile Report
How Multi-Platform Audiences & Engagement Compare in the
US, Canada, UK and Beyond

2. © comScore, Inc. Proprietary. 2
The Global Mobile Report leverages data sources unique to comScore
covering several geographies:
• The report is based primarily on comScore MMX™ Multi-Platform, which
provides deduplicated reporting of digital audiences across desktop
computers, smartphones and tablets.
• Multi-platform reporting accounts for unduplicated audience viewing across
web, app and video content.
• The report focuses on three markets: the US, Canada and the UK, the
markets where unified market-level multi-platform reporting is currently
available.
• The Global Mobile Report will be expanded to include Multi-Platform insights
from Spain and Brazil, with several other new markets in 2016.
For more information about subscribing to MMX Multi-Platform, please contact
us at www.comscore.com/learnmore.
About This Report

3. © comScore, Inc. Proprietary. 3
The importance of de-duplicating platform audiences
Multi-Platform
Desktop (only) Mobile (only)
Smartphone Tablet
App Browser App BrowserBrowsing Video App

4. © comScore, Inc. Proprietary. 4
Multi-Platform Overview PAGE 5
Demographics PAGE 8
Content Categories PAGE 15
Media PAGE 21
Summary & Key Findings PAGE 31
Contents

5. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 5
Multi-Platform Overview

6. © comScore, Inc. Proprietary. 6
Share of Digital Media Time: Platforms
UK
CANADA
USA
Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015
61%39%
52%48%
56%44%
The US has the
highest skew of
usage time
towards mobile at
more than a 60/40
split, while Canada
is closer to 50/50.
DESKTOP
MOBILE (PHONE & TABLET)

7. © comScore, Inc. Proprietary. 7
Share of Digital Media Time: Access Method
UK
CANADA
USA
Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015
Most mobile usage
occurs via apps,
particularly on
smartphones.
Smartphone app
engagement has
already surpassed
desktop in the US.
39%
43%
6%
10%
2%
48%
31%
5%
14%
2%
44%
34%
7%
12%
3%
DESKTOP
SMARTPHONE (APP)
SMARTPHONE (BROWSER)
TABLET (APP)
TABLET (BROWSER)

8. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 8
Demographics

9. © comScore, Inc. Proprietary. 9
Demographic Analysis: Total Digital Audience Composition
Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015
Canada’s Total Digital Population has the highest percentage of Age 18-34 Millennials and the lowest percentage of users
55 years and older.
37%
38%
25%
40%
44%
16%
39%
37%
24%
AGE 18-34 AGE 35-54 AGE 55+

10. © comScore, Inc. Proprietary. 10
Demographics’ Share of Time Spent by Platform
Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015
TABLET SMARTPHONE DESKTOP
Smartphones are now driving the highest portion of digital media time spent amongst Millennials Age 18-34, a dynamic
that is most pronounced in the US where they account for 61%, but is also true in Canada (47%) and the UK (50%).
Desktop internet usage still accounts for a big slice of internet time among those Age 55+ in all three markets.
31%61%8%
37%
50%
13%
51% 30% 18% 39%47%14%
47%
36%
17%
61% 19% 20% 40%50%11%
46%
40%
14%
45% 28% 27%

11. © comScore, Inc. Proprietary. 11* Canada uses single month March 2015 data.
Smartphone Platform Market Share by Market
Source: comScore MobiLens, US, Canada, UK, 3 Mo. Avg. Ending March 2015*
Android is the smartphone OS market leader among all demo segments in the three markets except 18-34 year-old
Canadians. In the US, Android still leads among Millennials but iPhone only trails by a few percentage points.
51% 54% 54% 46% 49% 52% 51% 56% 59%
45% 40% 40%
47% 38% 32% 40% 29% 22%
4% 5% 6% 7% 12% 16% 9% 15% 19%
ANDROID APPLE OTHER
AGE 18-34 AGE 35-54 AGE 55+ AGE 18-34 AGE 35-54 AGE 55+ AGE 18-34 AGE 35-54 AGE 55+

12. © comScore, Inc. Proprietary. 12
Total Digital Media Hours Spent per Visitor by Market
Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015
MOBILE DESKTOP
Americans spend more time on digital media than Canadians and Brits across both the Millennial and Age 35+ segments,
with the disparity between mobile and desktop minutes particularly noticeable for US Millennials.
88.6
39.1
66.6
43.344.4 46.0
69.9
45.8 43.9
18-34 35+ 18-34 35+ 18-34 35+
48.6 52.5
60.7

13. © comScore, Inc. Proprietary. 13
Smartphone Penetration of Mobile Phone Owners by Market
Source: comScore MobiLens, US, Canada, UK, 3 Mo. Avg. Ending March 2015*
Across all markets, Millennials (18-34) have the highest smartphone penetration at 90%+. Penetration drops off
considerably among those Age 55+.
* Canada uses single month March 2015 data.

14. © comScore, Inc. Proprietary. 14
• Millennials are the most mobile. 18-34 year-olds exhibit the highest
propensity to spend their internet time on mobile – particularly smartphones
– a demographic skew that is true across all three markets.
• Millennials’ mobile activity is driven by their smartphone preferences. 18-34
year-olds have the highest smartphone penetration of 90%+ across the
board, and they are more likely than older age groups to use iPhones.
• Mobile trumps desktop across demographics. In virtually every case, mobile
outpaces desktop for digital media time spent. With one key exception:
Canadians Age 35+ still slightly prefer desktop.
Summary: Demographics

15. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 15
Content Categories

16. © comScore, Inc. Proprietary. 16
Share of Category Digital Time Spent by Market
Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015
Social Networking and Entertainment are the top leading categories for each market. US skews heaviest in entertainment
content, while Canada is most social.
OTHER ENTERTAINMENT SOCIAL GAMES RETAIL EMAIL NEWS / INFORMATIONPORTALS

17. © comScore, Inc. Proprietary. 17
0%
20%
40%
60%
80%
100%
Newspaperse-mailSportsHealthMapsBankingInstant
Messengers
Weather
Category Visitation Incidence by Market
Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015
Incidence of category visitation varies by country, with UK proving most likely to read news online while Americans are
more interested in Health and Weather. Canadian are the most likely to do their banking online.
CANADA UKUSA
85%
78%
63%

18. © comScore, Inc. Proprietary. 18
161
158
157
157
149
146
143
137
135
132
Radio
Photos
Books
Incentives
Coupons
Maps
Online Gaming
Instant Messengers
Weather
Entertainment - Music
181
179
167
164
163
150
147
146
142
139
Photos
Coupons
Online Gaming
Instant Messengers
Books
Incentives
Maps
Telecommunications
Retail - Food
Family & Parenting
177
174
170
168
164
160
155
149
149
146
Books
Incentives
Coupons
Photos
Online Gaming
Radio
Instant Messengers
Weather
Gay/Lesbian
Technology
Index = Share of Mobile Minutes by Category / Share of Mobile Minutes for Total Internet x 100. Index of 100 indicates
average mobile representation for the category. Index over 100 indicates above average mobile representation.
Categories that over-index for mobile minutes
Index = Share of Mobile Minutes by Category / Share of Mobile Minutes for Total Internet x 100
Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015
INDEX OF ‘HOW MOBILE’

19. © comScore, Inc. Proprietary. 19
Social Media Time Comparison
Share of time spent on social media across different platforms
Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015
In all three markets, the vast majority of social media consumption occurs on mobile apps, driven largely by smartphones.
The smartphone app is the dominant social platform in the US, accounting for 57% of all social media time spent. While
it’s also the leading platform in Canada (47%) and the UK (47%), these countries index significantly higher than the US on
desktop and tablet for their social media usage.
24%
30%
30%
57%
47%
47%
5%
4%
4%
11%
17%
14%
3%
3%
4%
USA
Canada
UK
DESKTOP SMARTPHONE (APP) SMARTPHONE (BROWSER) TABLET (APP) TABLET (BROWSER)

20. © comScore, Inc. Proprietary. 20
• Social and Entertainment drive the highest multi-platform engagement.
Across the US, Canada and UK, Social Networking and Entertainment
combine to account for about 40% of total digital media time spent.
• Content category penetration can vary widely by market. US has highest
tendency to access Maps and Health content; Canada has much higher
penetration of online banking; UK loves its digital newspapers.
• Gaming, Coupons, Photos, IM are among the ‘Most Mobile’ categories. Each
market boasted these content categories among their most heavily driven by
mobile. Mobile is for entertainment, sharing, communicating and other on-
the-go utilities.
Summary: Content Categories

21. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 21
Media

22. © comScore, Inc. Proprietary. 22
Ranking of Top 10 Digital Media Properties by Market
Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015
Google Sites
Facebook
BBC Sites
Microsoft Sites
Amazon Sites
Yahoo Sites
eBay
Mail Online / Daily
Mail
Sky Sites
Apple Inc.
Google Sites
Facebook
Microsoft Sites
Yahoo Sites
eBay
Bell Media
AOL, Inc.
Mode Media
Wikimedia Foundation
Sites
Amazon Sites
Google Sites
Yahoo Sites
Facebook
AOL, Inc.
Microsoft Sites
Amazon Sites
Mode Media
CBS
Interactive
Apple Inc.
Comcast
NBCUniversal
241.6
219.9
154.5
139.5
134.6
136.1
209.6
175.1
176.4
188.5
28.5
25.0
16.3
16.1
16.0
16.1
24.8
17.1
18.4
21.7
46.0
40.6
31.4
28.1
27.3
27.5
40.4
33.2
37.1
37.2
MULTI-PLATFORM MOBILE-ONLYDESKTOP-ONLYUNIQUE VISITORS (MM)

23. © comScore, Inc. Proprietary. 23
Ranking of 13 Properties Featuring in All Three Top 20s
Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015
13 digital media
properties rank
among the Top 20
in all three
markets. Google
Sites is the #1
property across the
board.
USA CANADA UK
GOOGLE SITES
YAHOO SITES
AOL inc.
AMAZON SITES
CBS INTERACTIVE
FACEBOOK
MICROSOFT SITES
MODE MEDIA
APPLE inc.
EBAY
WIKIMEDIA FOUNDATION SITES
LINKEDIN
TWITTER.com

24. © comScore, Inc. Proprietary. 24
87%
85%
84%
84%
79%
79%
77%
77%
77%
76%
Likes.com
Pandora.com
Myspace
AccuWeather Sites
iHeartRadio Network
Wordpress.com
NFL Internet Group
SoundCloud.com
Groupon
Linkedin
97%
84%
70%
70%
68%
65%
65%
63%
61%
61%
Snapchat, Inc
Samsung Group
Likes.com
Cineplex Sites
EA Games - Media
Network
Linkedin
Apple Inc.
Facebook
SheKnows Media
Wordpress.com
98%
90%
87%
79%
79%
78%
78%
77%
77%
77%
Snapchat, Inc
Likes.com
65Twenty
ITV.com
Terra - Telefonica
Buzzfeed.com
Sky Sites
Trinity Mirror Group
Facebook
Mail Online / Daily Mail
*Note: Snapchat fell just outside the Top 100 US properties in March 2015. Were it included, it also would have ranked at
the top of the list in the US.
Ranking of ‘Most Mobile’ Properties Among Top 100
% of Total Digital Audience visiting via Mobile. Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015
% VISITING VIA MOBILE

25. © comScore, Inc. Proprietary. 25
Avg. Mobile-Only Audience For Top 100 Digital Properties
Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015
Nearly half of the average US and UK Top 100 digital media property’s audience ONLY visits via mobile platforms. In
Canada the average is about 1/3rd. This means that digital media companies who do not optimize their experience for
mobile are increasing user friction that could potentially turn away half their audience.
MOBILE ONLY TOTAL AUDIENCE
49%
34%
48%

26. © comScore, Inc. Proprietary. 26
Average Desktop vs. Total Digital Audience Reach
Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015
DESKTOP MULTI-PLATFORM
The average Top 100 property extends its desktop reach by a substantial amount when accounting for incremental mobile
traffic. Multi-platform measurement of audience reach can help publishers deliver a much richer value proposition to
advertisers.
27.5%
15.3%
+12.2pts 26.4%
18.5%
+7.9pts
28.3%
16.1%
+12.2pts

27. © comScore, Inc. Proprietary. 27
Properties with > 20% Reach among Total Digital Population
Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015
TOTAL DIGITAL DESKTOP SMARTPHONE
Multi-platform reporting expands the number of digital media properties with at least 20% reach by 2-4x vs. desktop
alone. The more digital media properties that can establish significant audience reach widens the consideration set of
publishers who can fulfill the needs of advertisers – particularly large brand advertisers.
52
14
28
47
23
15
52
17
24

28. © comScore, Inc. Proprietary. 28
* Percentages do not sum to 100% due to audience overlap between platforms (desktop & mobile) and geographies
(US & WW).
AOL’s Total Global Digital Audience
Source: comScore Custom Analytics, Worldwide, March 2015
Unique Visitors (MM) Percentage of AOL’s Total
Global Audience*
When accounting for mobile and international traffic, AOL added 256 million unique visitors to its US desktop audience,
putting its Total Audience at 396 million globally.
140.0
62.2
48.5
157.8
33.1
50.1
0
50
100
150
200
250
300
350
400
450
US Desktop US Mobile Non-US Desktop Non-US Mobile Total Audience
396.4 MM 100%
75%
49%
35%
28%
Total
Digital
Audience
WW
Desktop
WW
Mobile
US
Desktop
US
Mobile

29. © comScore, Inc. Proprietary. 29
* Percentages do not sum to 100% due to audience overlap between platforms (desktop & mobile) and geographies
(US & WW).
Mashable’s Total Global Digital Audience
Source: comScore Custom Analytics, Worldwide, March 2015
8.9
0.9
12.0
7.9
0.6
10.1
0
5
10
15
20
25
30
35
40
45
US Desktop US Mobile Non-US Desktop Non-US Mobile Total Audience
38.9 MM
Unique Visitors (MM)
100%
66%
47%
36%
25%
Total
Digital
Audience
WW
Mobile
WW
Desktop
US
Mobile
US
Desktop
Percentage of Mashable’s
Total Global Audience*
When accounting for mobile and international traffic, Mashable’s audience multiplies ~4x from 9 million desktop unique
visitors in the US to 39 million globally.

30. © comScore, Inc. Proprietary. 30
• Mobile expands media property’s audiences – by a lot. Top media properties
often expand their desktop audience by 30% or more when accounting for
mobile. The wide majority of their audiences now visit via mobile.
• Mobile-only audiences are too large to ignore. An average of 30-50% of major
digital media properties now visit only via mobile. And some mobile-first
companies can see 90%+ of their audience be mobile-only.
• Global multi-platform reporting sheds light on uncounted audiences. Media
companies using global multi-platform measurement can provide a
complete, unduplicated view of their audience across platforms to
demonstrate the full size and value of their audience to advertisers.
Summary: Media

31. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 31
Summary & Key Findings

32. © comScore, Inc. Proprietary. 32
Developed internet markets like the US, Canada and UK are now mobile-first
in terms of digital consumer behaviour.
With half or more of digital media time now happening on smartphones and tablets
and many users only accessing content via mobile, the time has come to shift to a
mobile-first mindset. But also important to remember that desktop has not declined.
Millennials are leading the shift to mobile through their high smartphone
penetration and engagement.
More than 9 in 10 Millennials have smartphones and they use them extensively,
spending an average of 50-100% more time on mobile than on desktop today.
Media content is shifting very quickly to mobile, but some is shifting much
more quickly than others.
Content categories like Maps, Weather, Photos and Social are mobile-dominant
today. Many leading and up-and-coming media companies like Facebook, Twitter,
Snapchat and Buzzfeed rely heavily on mobile to drive audiences and engagement.
Key Takeaways
1
2
3

33. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
www.comscore.com @comScore www.linkedin.com/company/comscore www.facebook.com/comscoreinc
THANK YOU!
For more information on the report, please contact:
 Adam Lella, Senior Marketing Insights Analyst, alella@comscore.com
 Andrew Lipsman, VP Marketing & Insights, alipsman@comscore.com
 Ben Martin, Director Global Marketing Insights, bmartin@comscore.com
For more information about subscribing to MMX Multi-Platform,
please contact us at www.comscore.com/learnmore.