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.
14. comScore History of Leadership and Innovation To Unify census + panel measurement 1 st To provide behavioral ad effectiveness To measure the searchmarket To meter mobileuser behavior To measure video streaming To provide census level mobilebehavior To offer competitive mobileadvertising tracking To deliver a worldwideInternet audience measurement To build and project from 2 million+ longitudinal panel To monitor and report e-commerce data Global Shaper Company 2010
16. Mobile Media Users are Nearing a Majority in the US Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817 Mobile Media User = Used browser, application, native email, stream or download music and broadcast or on demand video (does not include SMS)
17. Mobile Browser/App Users Growing Every Month Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817 Half will Be Using Browser and Apps by End of year
19. Top 10 Devices United States by Installed Base Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817
20. Touch Will Become Dominant Mobile UI Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817 Are you thinking about touch for your content?
21. Nearly One in Three own a Smartphone MobiLens, US, Oct 2009 to Apr 2011 75 million smartphone owners
22. Google’s Android, Apple’s iPhone Surge Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817
23. Intense Platform Competition Product: MobiLens US, April 2011 Platforms—and platform technology— impact what you can and can’t do.
31. Unified Digital Measurement™ (UDM) Establishes Platform For Panel + Census Data Integration Global MACHINE Measurement Global PERSON Measurement PANEL PAGE TAGS Unified Digital Measurement (UDM) V0910
32. UDM clients—Over 320,000 Domains Currently Tagging with comScore. On a monthly basis the list of domains increase by 5%. A brief representation of domains that are currently tagging with comScore
40. Mobile Social Networking Attracts a Younger User Base Product: MobiLens Data: Three month average ending December 2010 Country: US, N= 32,311
41. Elder Adults Show Interest in Mobile Media T Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817 YoY +44.6% YoY +1.4% Mobile Media User = Used browser, application, native email, stream or download music and broadcast or on demand video (does not include SMS)
43. “Connected Devices” are the New Frontier Product: MobiLens Data: Three month average ending April 2011
44. iPad Owners Aren’t Just Apple Fanboys Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817 *Index = % of iPad Owners/% of Smartphone Owners x 100; Index of 100 indicates average representation
45. To Sum Mobile is here today An audience of 107M use mobile media every month. Connected Devices—smartphones, tablets, et al—are bringing a fundamental change in the way humans interact with technology. We’re being augmented in persistent and personal ways. Understanding trends and demographics is important for targeting an audience. But real innovation happens by thinking about the context and unique possibility of mobile – not just porting content to a smaller screen. 37
46. Thank You! Questions? For Slides email mdonovan@comscore.com and put “WC2011” in Subject Line Tag your sites: direct.comscore.com Find out how we can help: learnmore@comscore.com
Editor's Notes
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.