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comScore: Mobile's Hierarchy of Needs

  1. © comScore, Inc. Proprietary.
  2. © comScore, Inc. Proprietary. 2 Introduction The concept of ‘mobile first’ is no longer exclusive to technology-focused businesses and consumers, and is the default position for a growing number of internet users, who now spend the majority of their digital time on smartphones and tablets. Although dominant, the share of consumer audiences and time on mobile devices is unevenly distributed between categories, demographics and geographies. International markets follow paths of digital evolution based on combinations of global and local influences. In this report, we will review human necessities from Maslow’s Hierarchy of Needs and align them with pockets of particularly intense mobile usage. Using data from 9 global regions, we will suggest that mobile users have a hierarchy of digital needs that drive their consumption on these platforms. 1st Ben Martin | Director, Global Marketing Insights |
  3. © comScore, Inc. Proprietary. 3 Mobile Evolution In 2017, mobile devices have an unquestionable role as consumers’ primary digital tool
  4. © comScore, Inc. Proprietary. 4 AUGUST 30% of Spanish internet users no longer access via desktop in a month 2016 was a year of mobile milestones The past year featured a number of milestones that indicate continued growth of smartphone and tablet consumption Source: comScore MMX Multi-Platform, January 2017 MARCH US mobile minutes exceed 1 billion for the first month ever JULY Fastest growing app Pokémon Go achieves 55m US unique users in first month SEPTEMBER 7 out of 10 Brazilian internet users now access via mobile in a month APRIL US consumers spend 2x as many minutes on mobile as desktop for first month ever JUNE Mobile apps surpass 50% of all digital time in the UK DECEMBER UK records its most monthly mobile minutes of the year
  5. © comScore, Inc. Proprietary. 5 Our primary tool Across the globe, mobile devices dominate total minutes spent online, passing 90% in Indonesia Source: comScore MMX Multi-Platform, January 2017 % mobile share of total digital minutes USA Canada UK ItalySpain Brazil Mexico China Indonesia 71% 62% 61% 64% 72% 75% 71% 91% 67%
  6. © comScore, Inc. Proprietary. 6 We are now firmly in the ‘app age’ As consumers have come to rely on mobile devices in more aspects of daily life, the customisable and refined experience of apps have led to their dominance within mobile consumption Source: comScore MMX Multi-Platform, January 2017 % app share of total mobile minutes USA Canada UK ItalySpain Brazil Mexico China Indonesia % mobile share of total digital minutes 87% 86% 82% 88% 87% 89% 91% 99% 90%
  7. © comScore, Inc. Proprietary. 7 LATE NIGHT 12am – 7am Apps readily fit into consumers’ daily lives The constant availability of mobile devices, coupled with ease of app usage are a perfect fit for consumers’ lives. Taking two major UK categories, we can see clear peaks in usage based on the need for these types of activity Source: comScore Custom Solutions, Jan 2017, United Kingdom Share of UK app minutes by hour for social media / news categories % of UK total mobile mins DAYTIME 10am – 5pm EARLY EVENING 5PM – 8pm EARLY MORNING 7am – 10am PRIME 8pm – 12am News Social Social News
  8. © comScore, Inc. Proprietary. 8 Mobile is the ‘go-to’ destination for most video viewers An analysis of YouTube’s digital consumption in the UK reveals that mobile users now account for the majority of video minutes for users of all age and gender demographics Source: comScore Video Metrix Multi-Platform, United Kingdom, December 2016 % of YouTube video minutes (UK) Desktop Mobile MALES FEMALES 18-34 year olds 45+ year olds 35-44 year olds 18-34 year olds 45+ year olds 35-44 year olds 67% 69% 60% 80% 85% 69%
  9. © comScore, Inc. Proprietary. 9 Mobile meets primary needs The degree to which categories are ‘mobile first’ can be aligned with human need states from Maslow’s Hierarchy of Needs
  10. © comScore, Inc. Proprietary. 10 The uneven distribution of ‘Mobile First’ The balance of audiences and consumption between desktop and mobile is dramatically different between categories, and can be loosely divided into four areas, shown here with data from Canada Source: comScore MMX Multi-Platform, Canada, January 2017 Category mobile users & minutes as a % of desktop 0% 50% 100% 150% 200% 250% 300% 350% 0% 50% 100% 150% 200% 250% Mobile-first categories in terms of both minutes and audiences CAREER SERVICES WEATHER RETAIL - FOOD HEALTH PERSONALS Audiences have moved to mobile, but time spent has not yet followedBANKING REAL ESTATE TRAVEL APPAREL ‘Legacy’ desktop categories ENTERTAINMENT PORTALS Massive mobile minutes, but there are still more of the audience on desktop SOCIAL NETWORKING RETAIL NEWS / INFORMATION total minutes unique users
  11. © comScore, Inc. Proprietary. 11 Maslow’s hierarchy of needs (and how mobile meets it) This familiar theory from Abraham Maslow’s 1943 paper "A Theory of Human Motivation” is still considered an important framework in understanding behaviour. Many highly mobile-skewed digital behaviours fit these needs. SELF-ACTUALISATION | Travel ESTEEM | Newspapers, Social networking LOVE / BELONGING | Personals SAFETY | Banking, Weather, Career services PHYSIOLOGICAL | Health, Apparel, Retail - food, Real estate Many key uses of mobile devices can be aligned with this set of needs
  12. © comScore, Inc. Proprietary. 12 Physiological Physical requirements for human survival and health, which should be met first. These needs include air, water and food, as well as clothing and shelter for protection from the elements.
  13. © comScore, Inc. Proprietary. 13 PHYSIOLOGICAL Mobile provides largest top-of-funnel access to real estate In the majority of markets, real estate audiences are now larger on mobile than on desktop, but time still lags behind, suggesting mobile usage still largely occurs at the research stage of the purchase funnel Source: comScore MMX Multi-Platform, January 2017 Real estate category reach / mins (as a % of desktop reach / mins) 0% 50% 100% 150% 200% 250% Mobile reach as % of desktop Mobile mins as % of desktop Total desktop reach / mins USA UKCanada Spain Italy Brazil Mexico Indonesia
  14. © comScore, Inc. Proprietary. 14 PHYSIOLOGICAL Apparel shopping is a key driver of mobile retail Especially in North American and European markets, clothing is one of the top retail uses of mobile devices. Other top 5 top categories vary dramatically from market to market Source: comScore MMX Multi-Platform, January 2017 Reach / rank of apparel category among retail users 0% 10% 20% 30% 40% 50% Rank 39% 37% 47% 40% 28% 20% 12% 11% 27% 7th 6th 5th 4th 3rd 2nd 1st USA UK Spain Italy Brazil Mexico IndonesiaCanada China
  15. © comScore, Inc. Proprietary. 15 PHYSIOLOGICAL Smartphones enable daily healthy habits Formation of habits is a common theme for the health industry. The rise of activity trackers and health apps has seen associated increases in daily smartphone audiences for the health category Source: comScore MMX Multi-Platform, January 2017 Average daily smartphone users of the health category (% versus January 2016) +18% users +43% users +15% users United KingdomUSA Canada January 2016 January 2017
  16. © comScore, Inc. Proprietary. 16 To download the full 49-page version of this report, please visit: For more information about the report, please contact: Ben Martin Director, Global Marketing Insights