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Mobile future in_focus

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Mobile future in_focus

  1. 1. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. March 2013 Key Insights from 2012 and What They Mean for the Coming Year Mark Donovan, comScore SVP for Mobile | March 2013 #FutureinFocus
  2. 2. © comScore, Inc. Proprietary. 2 Mobile in 2013 Multi-Platform World Device Trends Mobile Media Trends Two Big Disruptions Questions #FutureinFocus
  3. 3. © comScore, Inc. Proprietary. 3 comScore is a leading internet technology company that provides Analytics for a Digital World™ NASDAQ SCOR Clients 2,100+ Worldwide Employees 1,000+ Headquarters Reston, Virginia, USA Global Coverage Measurement from 172 Countries; 44 Markets Reported Local Presence 32 Locations in 23 Countries Big Data Over 1.5 Trillion Digital Interactions Captured Monthly V0113
  4. 4. © comScore, Inc. Proprietary. 4 comScore 2 Million Person Global Panel Comprehensive View of Digital Consumer Behavior Online Advertising Video Search Demo- graphic Profiles Online Behavioral Profiles E-Commerce Website and App Usage PC Smart phone TV Tablet Gaming POS Server V0113
  5. 5. © comScore, Inc. Proprietary. 5 The comScore Census Network™ (CCN™) Over 1.5 Trillion Digital Interactions Per Month  Measurement from 172 countries  Over 1.5 Million domains  Greater than 85% of all devices V0113
  6. 6. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. Multi-Platform World #FutureinFocus
  7. 7. © comScore, Inc. Proprietary. 7 Today’s World Looks Like This
  8. 8. © comScore, Inc. Proprietary. 8 Source: MobiLens US, 3 mo. avg. ending December 2012; TabLens US, 3 mo. avg. ending December 2012; MMX US, December 2012; MMX Multi-Platform (beta) US, December 2012 221 Million Desktop Users 125 Million Smartphone Users 52 Million Tablet Users MMX Multi-Platform: Understanding the Digital Audience ? 237 Million Unduplicated
  9. 9. © comScore, Inc. Proprietary. 9Source: comScore MobiLens & TabLens, U.S., 2003-2012 Rapid Adoption of Smartphones Ushers “Brave New Digital World” Smartphone and Tablet Ownership (MM) 0 20 40 60 80 100 120 140 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 SmartphoneandTabletOwners(MM) Smartphone Owners Tablet Owners
  10. 10. © comScore, Inc. Proprietary. 10Source: comScore MobiLens & TabLens, U.S., 2003-2012 Tablet Ownership Growing at an Unprecedented Pace 1 2 3 4 5 6 7 8 9 10 11 12 Years Post Introduction 40 MILLION 100 MILLION DeviceOwners
  11. 11. © comScore, Inc. Proprietary. 11 87% from PC 8% from Mobile 5% from Tablet 6% Y/Y 67% Y/Y 173% Y/Y Source: comScore Device Essentials, U.S. Mobile Devices Now Account for >13% of Web Traffic
  12. 12. © comScore, Inc. Proprietary. 12 Smartphone Tablet Other Source: comScore Device Essentials, U.S. Mobile Traffic Doubled in 12 Months Share of Total Web-Based Page Views by Platform
  13. 13. © comScore, Inc. Proprietary. 13Source: comScore Media Metrix Multi-Platform (Beta) US, Dec-2012 But Traffic Data Alone Undersells the Centrality of Mobile >1 in 3 Minutes Spent On Mobile Devices 37% 63% % Minutes on Mobile % Minutes on PC
  14. 14. © comScore, Inc. Proprietary. 14Source: comScore Media Metrix Multi-Platform (Beta) US, Dec-2012 Most Top Properties Have Double Digit Mobile-Only Audience Top 20 Digital Properties Top 20 Digital Properties % Mobile Exclusive Users % Mobile Exclusive Users Google Sites 13% CBS Interactive 17% Yahoo! Sites 10% Wikimedia Foundation Sites 17% Facebook.com 19% eBay 19% Microsoft Sites 4% Demand Media 16% Amazon Sites 20% Comcast NBC Universal 20% AOL, Inc. 16% Viacom Digital 11% Glam Media 14% Federated Media Publishing 18% Ask Network 15% The Weather Channel 30% Apple Inc. 23% Wal-mart 21% Turner Digital 18% Pandora.com 61%
  15. 15. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. Mobile Device Trends Smartphones Tablets #FutureinFocus
  16. 16. © comScore, Inc. Proprietary. 16Source: comScore MobiLens, U.S. Historically a Highly Dynamic Platform Market 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% JAN 2005 JAN 2006 JAN 2007 JAN 2008 JAN 2009 JAN 2010 JAN 2011 JAN 2012
  17. 17. © comScore, Inc. Proprietary. 17 46.3 53.6 28.1 34.3 17.2 7.8 Oct-2011 Jan-2012 Apr-2012 Jul-2012 Oct-2012 Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012 But Now Android and iOS Have Nearly 90% Share Android Apple BlackBerry
  18. 18. © comScore, Inc. Proprietary. 18Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012 United States Smartphone Ownership Continues to Rise 125.9 million smartphone users +29% YOY 72% of all newly acquired devices were smartphones +12.7 percentage points 41.8% 45.6% 47.4% 51.0% 53.8% Dec-11 Mar-12 Jun-12 Sep-12 Dec-12 %TotalMarket U.S. Smartphone Penetration 59.5% 62.9% 62.1% 66.9% 72.2% 40.5% 37.1% 37.9% 33.1% 27.8% Dec-11 Mar-12 Jun-12 Sep-12 Dec-12 %NewlyAcquired Devices Newly Acquired Devices by Type Smartphone Non-Smartphone
  19. 19. © comScore, Inc. Proprietary. 19Source: comScore MobiLens, 3 Month Avg. Dec-2012 Smartphones Reach Mobile Majority Across EU5 and Canada 66% 64% 62% 53% 53% 51% 30% Spain UK Canada France Italy Germany Japan Smartphone Adoption Across Markets
  20. 20. © comScore, Inc. Proprietary. 20 Microsoft 3.3% RIM 3.4% Apple 40.4% Other OS 0.6% Samsung 24.6% Other OEM 11.5% Motorola 5.7% HTC 5.5% LG 5.2% Android 52.4% Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012 Almost Half of Newly Acquired Android Devices are Samsung Phones Newly Acquired Smartphones by OS/OEM
  21. 21. © comScore, Inc. Proprietary. 21 Network quality is the highest consideration for total mobile and smartphone users. For smartphone owners, phone OS comes a close second, above cost. Source: comScore MobiLens, U.S., 3 Month Avg. Ending Jun-2012 Network Quality and OS Driving Purchase Decisions Top Purchase Consideration Factors for Smartphone Purchasers 8.4 8.2 8.0 7.9 7.8 7.7 8.2 7.7 8.0 7.8 7.3 7.7 Network quality of mobile service provider Phone operating system Overall cost of the monthly service Cost of the data plan specifically Selection of apps available for my phone model Price of the phone (after any rebates and other incentives) Smartphone Total Mobile
  22. 22. © comScore, Inc. Proprietary. 22Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012 iPhone Indexes to Higher Value/More Active User Than Android High-Indexing Demographic Groups for iOS Compared to Android Age Group Age 13-17 102 Age 18-24 116 Pre-Tax Household Income $75K TO <$100K 110 $100K+ 175 Monthly Payment Plan Tier Beween $81 and $100 125 More than $100 121 Mobile Media Usage Used application 104 Used IM 115 Used e-mail (work or personal) 110 Listened to music 126 Accessed social networking/blog 109 Watched TV and/or video 114 Index iPhone Owners to Android Owners
  23. 23. © comScore, Inc. Proprietary. 23Source: comScore MobiLens and TabLens, U.S., 2012 Apple Tops List of Most Acquired Mobile Phones and Tablets Top Acquired Phones Apple iPhone 4S Apple iPhone 4 Apple iPhone 3GS Apple iPhone 5 Samsung Galaxy S III Top Acquired Tablet Families Apple iPads Amazon Kindle 2/Fire/HD Acer Iconia/Iconia Tab Samsung Galaxy Note/Tab Barnes & Noble NOOK Color/Tablet/HD Top Acquired Smartphones in U.S. Top Acquired Tablet Families in U.S.
  24. 24. © comScore, Inc. Proprietary. 24 28% of smartphone owners also own a tablet Source: comScore TabLens, U.S., 3 Month Avg. Ending Dec-2012 More than 57M U.S. Tablet Owners Unique Tablets (000) by Platform 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 UniqueTablets(000) BlackBerry Windows HP Android iOS
  25. 25. © comScore, Inc. Proprietary. 25Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012 Apple Leads as Tablet OEM; Android Has Share Advantage Tablet Ownership by OEM 4% 27% 6% 43% QE Jul ’12 45,434 19% 4% 28% 4% 46% QE Apr ’12 42,510 18% 5% 32% 4% 42% Other Acer Amazon Samsung Apple QE Jan ’13 57,834 17% 4% 28% 7% 45% QE Oct ’12 48,229 21%
  26. 26. © comScore, Inc. Proprietary. 26 50.4% 50.2% 42.7% 49.6% 49.8% 57.3% Apple OS Google OS* Kindle Fire Male Female Source: comScore TabLens, U.S., 3 Month Avg. Ending Dec-2012 Tablets Don’t Show Early Adopter Male Skew; Fire Skews Female Tablet Ownership by Gender *In this slide, Google OS does not include the Kindle Fire
  27. 27. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. Mobile Media Trends Category Trends App vs. Browser Smartphones + Tablets #FutureinFocus
  28. 28. © comScore, Inc. Proprietary. 28 40.0% 40.1% 40.5% 40.7% 40.9% 41.2% 42.9% 43.5% 44.4% 45.2% % Year-over-Year Growth INSTANT MESSAGING INSURANCE SERVICE SOCIAL NETWORKING WITH CHECK-IN FUNCTION ELECTRONIC PAYMENTS DIGITAL BOOKS / MAGAZINES ONLINE RETAIL PHOTO / VIDEO SHARING HOME / LIFESTYLE ADULT ENTERTAINMENT DATING SERVICES Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012 Social Usage and Transactions Showing Biggest Growth Top 10 Smartphone Usage Categories by Year-on-Year Growth
  29. 29. © comScore, Inc. Proprietary. 29 8.5% 8.8% 9.2% 11.9% 16.2% 17.1% 19.9% 21.1% 21.8% 24.3% 26.9% 38.0% insurance services automotive services stock trading travel service deal-a-day shopping guides auction sites electronic payments credit cards classifieds online retail bank accounts % Smartphone Owners Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012 Mobile Banking Leads Among Financial Services Financial Services and Retail/E-Commerce Category Usage
  30. 30. © comScore, Inc. Proprietary. 30Source: comScore MobiLens and TabLens, U.S., 3 Month Avg. Ending Dec-2012 Smartphones and Tablets Show Different Media Usage Patterns Top 10 Activities for Smartphones and Tablet Owners Top Activities for Smartphone Audience Top Activities for Tablet Audience % of Smartphone Users % of Smartphone Users Sent text message to another phone 90.5% Accessed search 73.9% Took photos 83.4% Used email 73.6% Used email 77.8% Accessed social networking 67.5% Accessed weather 67.1% Played games 66.3% Accessed social networking 65.3% Accessed weather 64.6% Accessed search 58.7% Accessed news 58.8% Played games 52.9% Accessed photo/video sharing site 51.5% Accessed maps 51.2% Read books 51.2% Accessed news 49.2% Watched video 50.9% Listened to music on mobile phone 48.0% Accessed retail 49.8%
  31. 31. © comScore, Inc. Proprietary. 31 49 MM 51 MM 61 MM 73 MM 80 MM 96 MM 106 MM Source: comScore Mobile Metrix, U.S., Jan-2013 Google & Facebook Lead as Top Mobile Properties by Audience Top Mobile Properties by Total Unique Visitors Platforms: iPhone, Android Phone, iPad
  32. 32. © comScore, Inc. Proprietary. 32 19% 49% 64% 72% 75% 76% 94% 95% 96% 97% 81% 51% 36% 28% 25% 24% 6% 5% 4% 3% Directories/Resources Lifestyles News/Information Portals Retail Business/Finance Games Entertainment Services Social Media App Browser Source: comScore Mobile Metrix, U.S., Jan-2013 Apps Dominate in Most Categories U.S. Top Smartphone Properties, % Share of Time Spent by Access Method Platforms: iPhone, Android
  33. 33. © comScore, Inc. Proprietary. 33 11% 40% 41% 67% 73% 78% 82% 96% 100% 100% 89% 60% 59% 33% 27% 22% 18% 4% Wikimedia Foundation Sites Glam Media AOL, Inc. Yahoo! Sites Microsoft Sites Amazon Sites Google Sites FACEBOOK.COM Apple Inc. PANDORA.COM App Browser Source: comScore Mobile Metrix, U.S., Jan-2013 Nearly All Top Properties See Apps Drive Majority of Engagement U.S. Top Smartphone Properties, % Share of Time Spent by Access Method Platforms: iPhone, Android Phone, iPad
  34. 34. © comScore, Inc. Proprietary. 34Source: comScore Mobile Metrix, U.S., Jan-2013 Mobile Browsing isn’t Dead, But it’s Happening on Tablets App Engagement 7X Browsing for iPhone Owners But Only 2X for iPad Owners 1,194.9 503.2 2,848.5 3,393.6 iPad iPhone Average Minutes by Access Method iPad vs. iPhone Browser App
  35. 35. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. Two Big Disruptions Shopping and Buying The Home #FutureinFocus
  36. 36. © comScore, Inc. Proprietary. 36 ShareofDevicePageTraffic onaTypicalWorkday Mobile phones are constant companion Source: comScore Device Essentials, U.S., Monday, 21st January 2013 Devices Play Different Roles Throughout the Day Tablets popular at nightPCs dominate working hours
  37. 37. © comScore, Inc. Proprietary. 37 4.3% 11.1% Q1-04 Q1-05 Q1-06 Q1-07 Q1-08 Q1-09 Q1-10 Q1-11 Q1-12 Nov-12 Source: comScore E-Commerce Measurement, U.S. 1 inEvery 10 Discretionary Dollars Now Spent Online e-Commerce Share of Corresponding Consumer Spending* $186 Billion Spent in 2012
  38. 38. © comScore, Inc. Proprietary. 38Source: comScore E-Commerce Measurement, U.S. > 10% Retail e-Commerce Dollars Are Now Spent Via Mobile Device Percentage of Retail e-Commerce Dollars Spent via Mobile Device 2% 3% 3% 6% 6% 8% 9% 8% 9% 10% 11% Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 4X increase in just 2 years 37% “showroom”
  39. 39. © comScore, Inc. Proprietary. 39Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012 19.4% Made On-Device Purchases with Smartphone in December 2012 14.1% 31.0% 54.9% Almost every day At least once each week Once to three times throughout the month %MadePurchasewithSmartphone Frequency of On-Device Purchase 19.4%
  40. 40. © comScore, Inc. Proprietary. 40 2.6% 5.9% 10.3% 18.7% 2.9% 4.4% 7.2% 14.6% 3.0% 7.6% 12.7% 23.4% 2.5% 5.2% 9.7% 17.4% Almost every day At least once each week Once to three times throughout the month Ever in month %SmartphoneOS Microsoft RIM Apple Android Smartphone Average Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012 iPhone Leads in Online Retail; Microsoft #2 On-Device Purchase by Smartphone OS
  41. 41. © comScore, Inc. Proprietary. 41 5.6% 10.2% 15.4% 18.1% 18.5% 22.4% 30.4% 32.7% 34.9% 42.5% Purchased goods or services (online) Checked product availability Researched product features Found store location Found coupons or deals Compared product prices Scanned a product barcode Sent picture of product to family/friends Texted or called friends/family about a product Took picture of a product % Performed Shopping Activity in Store with Smartphone Activities Performed in Retail Store with Smartphone Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012 Smartphones Disrupt the Brick & Mortar Shopping 52.4% of U.S. smartphone owners use their phone for shopping activities while in a retail store
  42. 42. © comScore, Inc. Proprietary. 42Source: comScore MobiLens and TabLens, U.S., 3 Month Avg. Ending Dec-2012 Smartphones Driving Showrooming, Tablets Driving Purchase Share of Smartphone and Tablet Owners Performing Mobile Retail Activities 39.1% 38.7% 38.2% 38.1% 33.2% 30.4% 21.1% 22.6% 23.6% 19.4% 33.7% 22.2% 19.2% 20.9% Researched product features Compared product prices Purchased goods or services online Found store location Found coupons or deals Checked product availability Made shopping lists Tablet Smartphone
  43. 43. © comScore, Inc. Proprietary. 43Source: comScore TabLens, U.S. Tablets Are Disrupting the Home (Today) Most Tablets Are WiFi-Only and Are Used Exclusively at Home Use Tablet at Home, 91% 36% 26% 14% Public Location Work Other Location of Tablet Use Connecting to Internet
  44. 44. © comScore, Inc. Proprietary. 44 More than half of tablet owners use their tablet while watching TV Source: comScore TabLens, U.S. Tablets Are a Companion on the Couch and in Bed Location of Tablet Use at Home 74% 70% 41% 36% 34% Bedroom Family/living room Home office Kitchen Outside/patio/porch
  45. 45. © comScore, Inc. Proprietary. 45 Yes 53% No 47% Related Activites 56% Not Related 44% Tablets Are Changing How We Watch TV 3% 3% 12% 13% 24% 30% 52% 53% Did not do any activities while also watching TV Other (Please specify) Read a magazine Read a newspaper Read a book Shopped online Played a video game Accessed social networking services (e.g.… TV Watcher Tablet Activity Used Tablet While Watching TV UNRELEASED DATA Source: comScore TabLens, U.S., Jan-2013
  46. 46. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. Key Takeaways #FutureinFocus
  47. 47. © comScore, Inc. Proprietary. 47 Today’s consumer is a multi-platform digital omnivore Taken together, mobile devices are becoming the digital center of gravity for consumers Mobile devices uniquely connect the digital and physical world Experiences need to be persistent across devices and appropriate to device and usage context
  48. 48. © comScore, Inc. Proprietary. 48 2012 was another milestone year in the life of mobile as continued innovation in hardware, software and device functionality laid the groundwork for the future of the industry. For a look at what’s ahead for mobile, download the 2013 Mobile Future in Focus. What’s Next for Mobile in 2013? 2013 Mobile Future in Focus Report www.comscore.com/mobilefutureinfocus2013
  49. 49. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. March 2013 Key Insights from 2012 and What They Mean for the Coming Year Mark Donovan, comScore SVP for Mobile | March 2013 #FutureinFocus

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