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7/31/2019 Mobile Landscape Towards Connected Devices
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agenda21 Mobile Media Innovation Seminar
Mobile Landscape: Towards Connected Devices
Scott Joslin, Sr. Director Advertising Solutions
[email protected], +44 7901 585557
mailto:[email protected]7/31/2019 Mobile Landscape Towards Connected Devices
2/28
2 comScore, Inc. Proprietary.
UK Mobile
7.9 Billionminutes online
26million peopleare going to spend
This MonthSource: comScore GSMA Mobile Media Metrics, May 2012
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3 comScore, Inc. Proprietary.
Mobile Landscape
Mobile Media
Mobile Commerce
Agenda
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4 comScore, Inc. Proprietary.
Smartphone55.8%Not
Smartphone44.2%
UK Smartphone Penetration
More than 55% of the Total Mobile Audience Own a Smartphone in theUnited Kingdom
In April 2012, 27.6 million people from the United Kingdom age 13 and older owned a Smartphone,
representing 55.8% of the mobile population.
The total Smartphone audience increased by 40.4% year-on-year.
Product: MobiLens
Data: Three month average ending April 2012Country: UK, N= 15,682
27.6 million
+47%Year on Year Growth
0
5,000
10,000
15,000
20,000
25,000
30,000
#P
honeOwners(000)
Growth of UK SmartphoneInstalled Base
+40.4%
YoY Growth
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5 comScore, Inc. Proprietary.
Microsoft5.2% Symbian
4.3%
RIM12.1%
Apple29.2%
49.2%
Newly Acquired Smartphones by
OS
58.9% 56.8%
67.2% 69.9% 71.9%
41.1% 43.2%32.8% 30.1% 28.1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q3 2010 Q1 2011 Q3 2011 Q1 2012 April 2012
%Acq
uiredDeviceinMonth
New Devices Acquired by Type
Smartphone Not Smartphone
Product: MobiLens
Data: Three month average ending April 2012Country: UK, N= 15,682
Continuous Decline of Feature Phones as Newly Acquired Devices
May 2010 was the first time when more than half of new phone acquisitions were Smartphones. By April
2012, that figure had risen to 71.9%.
When looking at all Smartphone acquisitions in April 2012, Google and Apple accounted for the majorityof new devices. Google had a share of almost 50%, while iPhones made up around 30% of newlyacquired Smartphones.
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6 comScore, Inc. Proprietary.
Googles Android platform share grewrapidly over the past year, driven by
the proliferation of Android devicesmanufactured by different OEMs andthe wide availability of such devicesacross carriers. In the past year,Android increased its market share to40.6%.
Apples share stayed relatively
consistent. Android and Applecombined now account for over 65%of the Smartphone market.
RIMmanaged to hold marketshare and only lost minorpercentage points.
Symbians market share hasdropped from over 20% to justaround 11%.
Microsoft based devices lost marketshare and represented 2.8% inApril 2012.
Android And Apple Devices Dominate UK Smartphone Market
Product: MobiLens
Data: Three month average ending April 2012Country: UK, N= 15,682
3.8% 2.8%
23.7%
11.2%
18.2%
17.8%
27.7%
26.6%
24.8%
40.6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
April 2011 April 2012
%SmartphoneInstalle
dBase
Smartphone Operating System Share
Apple
RIM
Symbian
Microsoft
Other OS
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7 comScore, Inc. Proprietary.
Top 5 Smartphones (Installed Base) for Selected Age Groups
Product: MobiLens Data: Three month average ending April 2012 :UK, N= 15,682
RIM BlackBerryCurve 8520
13-17 Age Group: 2.3 million 55+ Age Group: 5.0 million
RIM BlackBerryCurve 9300
RIM BlackBerryCurve 9360
Samsung Galaxy Ace
S5830
RIM BlackBerryCurve 8900
14.0%reach within age
group
8.3%
4.4%
4.2%
3.7%
Samsung GalaxyAce S5830
6.4%reach within age
group
RIM BlackBerryCurve 8520 5.3%
HTC Wildfire S 4.7%
Apple iPhone 3G S
8GB (Third Generation) 4.6%
Apple iPhone 4 16GB(Fourth Generation)
3.5%
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8 comScore, Inc. Proprietary.
15
2
0 2 4 6 8 10 12 14 16
April 2012
April 2011
# Device Models
Number of NFC-Capable Device Models
NFC-Capable Device Market Still Small
NFC is a technology that allows two-way communication / connectivity between enabled devices. NFCcan be used for contactless mobile payment, as currently trialed by Google Wallet and PayPal.
In April 2011, there were only two NFC-enabled models with an Installed Base of around 106,000. ByApril 2012, that number had risen to 15 device models.
NFC still a nascent technology with only 3.4% of the total Smartphone Installed Base: just around947,000 devices in the UK are NFC capable.
Product: MobiLens / Big Grid
Data: Three month average ending April 2012Country: UK, N= 15,682
Installed Base: 106,000
Installed Base: 947,000
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10 comScore, Inc. Proprietary.
Demographic Split of Tablets and Smartphone Owners
The demographic profile of Smartphone owners who also own a Tablet is different to the average
Smartphone owner profile.
59% of those multi-device owners are male, mirroring the typical heavy male, early adopter profile.
The split by age group shows more similarities to average Smartphone owner, attracting a more senioraudience.
Product: MobiLens
Data: one month snapshot April 2012Country: UK, N=5,317
41%
59%
Smartphone and TabletOwnership by Gender
4%
13%
23%24%
16%
20%
0%
5%
10%
15%
20%
25%
13-17 18-24 25-34 35-44 45-54 55+%Smartphoneand
TabletOwners
Age Breakout of Smartphone andTablet Owners
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11 comScore, Inc. Proprietary.
11.8% of Internet Traffic in the UK Is Driven by Non-Computer Devices
The largest proportion of non-computer internet traffic came from mobile devices, which drove 7.7% oftotal digital traffic in the United Kingdom.
The second largest driver of non-computer traffic was the tablet category, contributing around 3.6% oftotal traffic.
Source: comScore Device Essentials, UK, March 2012
Computer, 88.2%
Mobile , 7.7%
Tablet , 3.6%
Other , 0.5%
Non-Computer, 11.8%
Share of Non-Computer Device Traffic in the UK
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12 comScore, Inc. Proprietary.
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 showingpeaks during typical commuter travel hours (around 9am and 6pm).
Computer-based traffic had its highest relative consumption during typical office hours,spiking around lunchtime.
Product: Custom Analytix
Data: 7 December 2011Country: EU5
0%
1%
2%
3%
4%5%
6%
7%
8%
9%
10%
12:00 AM 6:00 AM 12:00 PM 6:00 PM
Share of Device Page Traffic Over a Day: Wednesday 7 December 2011
Tablet Mobile Computer
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13 comScore, Inc. Proprietary.
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.
Product: Custom Analytix
Data: 10 December 2011
Country: EU5
0%
1%
2%
3%
4%
5%
6%
7%
8%
12:00 AM 6:00 AM 12:00 PM 6:00 PM
Share of Device Page Traffic Over a Day: Saturday 10 December 2011
Tablet Mobile Computer
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14 comScore, Inc. Proprietary.
Mobile Landscape
Mobile Media
Mobile Commerce
Agenda
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15 comScore, Inc. Proprietary.
MobileMedia,61.0%SMS (and
not mobilemedia),
32.6%
Just Voice,6.4%
April 2012
More than 60% of UK Mobile Audience Now Uses Mobile Media
61.0% of the total UK mobile audience now uses Mobile Media. The Mobile Media
population has grown 25.3% in the past year to almost 30.2 million people in April2012.
The growth in Mobile Media use can largely be attributed to the increase inSmartphone adoption.
Product: MobiLens
Data: Three month average ending April 2012
Country: UK, N= 15,682
30.2 MM
Mobile Media User = Used browser, application, native email, stream or download musicand broadcast or on-demand video (does not include SMS)
United Kingdom Mobile Market Segments
+25%YoYMobile
Media,49.7%SMS (and
not mobilemedia),42.4%
Just Voice,8.0%
April 2011
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16 comScore, Inc. Proprietary.
The Differences in Access Method for Online Content
The top Smartphone categories mainly consist of news and information services.
Search attracted the largest browser audience with more than 12 million Smartphone users in May 2011
Social Networking, Weather and Maps were accessed by more people in the UK via an Application thana browser
Product: MobiLens
Data: Three month average ending May 2012
Country: UK, N=15,376
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17 comScore, Inc. Proprietary.
GSMA MMM UK Selected Apps by % Reach
Product: GSMA MMM Application Key Measures
Data: April 2012 [total observed audience = 14.2m]
Country: UK
Yahoo! Stocks
63.6%Reach among
connectedapp users
53.2%
34.8%
DrawSomething Free
YouTube
Google Maps
Apple iTunes
27.4%
Google Search
22.9%
BBC iPlayer
15.8%
BBC News
14.1%
11.4%
10.8%
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18 comScore, Inc. Proprietary.
67.5%
44.1%
1.9%
88.0%
111.3%
42.1%
0.0% 20.0% 40.0% 60.0% 80.0% 100.0% 120.0%
Social Networking
% YoY-Growth
Year on Year Growth of Social Networking - Smartphone vs. PC
Smartphone Access PC Access
5.3 million
9.7 million
Smartphones Driving Majority of Growth for UK Social Networks
Product: MobiLens / MMX
Data: April 2011 / April 2012
Country: UK, N= 5,317
April 2012:Unique Users
41.1 million
17.0 million
1.5 million
7.0 million
Social Network sites attracted an audience of more than 40 million unique visitors via computers during
April 2012, seeing a year-on-year increase of 1.9%.
Nearly 17 million Smartphone owners accessed social networks/blogs via their devices, seeing astronger growth rate of 42.1%.
Growth rates of LinkedIn and Twitter accessed via Smartphones outpace growth rates of computer usersby far.
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19 comScore, Inc. Proprietary.
22.9%
21.8%24.5%
44.2%
36.3%
23.8%
31.9%
62.3%
33.8%
34.9%36.5%
32.7%
33.8%
41.8%
39.6%
23.2%
43.3%
43.2%39.0%
23.1%
29.8%
34.4%
28.5%
14.5%
0% 20% 40% 60% 80% 100%
Clicked on advertisement
Received coupon/offer/dealPosted link to website
Read posts from public figures/celebrities
Read posts from organizations/brands/events
Followed posted link to website
Posted status update
Read posts from people known personally
25
%
25
%3
5%
50
%
55
%
59
%
74
%
89%
Frequency of Social Networking Activities
Almost every day At least once each week Once to three times throughout the month
The Importance of Mobile Social Networking as Advertising Platform
While mobile Social Networking users showed the highest propensity to read posts from people they knewpersonally, more than half of those also reported reading posts from brands, organizations, and events
With people increasingly using Social Networking sites not just to interact with their friends but also withbrands and organizations, this platform is important for those advertisers seeking to engage their SocialNetworking audiences through mobile with location-based services.
Product: MobiLens
Data: Three month average ending April 2012
Country: UK, N= 15,682
89%
74%
59%
55%
50%
35%
25%
25%
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20 comScore, Inc. Proprietary.
89.2%
61.0%53.8%
0.0%
10.0%
20.0%
30.0%40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Mobile Media Social Networking Played Games
%S
martphone
Methods of Interacting
Brands Can Choose a Number of Methods to Start a Dialogue withConsumers Using a Smartphone
Place banner and text ads on mobile internet sites or in applications. 89.2% of the UK Smartphoneaudience use Mobile Media and 28.3% of Mobile Media users already recalled seeing a web/app ad in
April 2012.
Go Social: 61.0% of all UK Smartphone owners access Social Networking sites and 55.4% of those readposts from organizations, brands or events.
Place an ad inside a game: Youll reach 53.8% of the Smartphone market who play games, 37.6% of
mobile games players said, they have already seen in-game ads.
Product: MobiLens
Data: Three month average ending April 2012
Country: UK, N= 15,682
28.3% of MobileMedia users
recalled seeing a
web/app ad
55.4% of Social
Networking usersread posts fromorganizations
/brands / events
37.6% of MobileGames Players saw
in-game ads
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21 comScore, Inc. Proprietary.
Mobile Landscape
Mobile Media
Mobile Commerce
Agenda
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22 comScore, Inc. Proprietary.
58.2%
74.0%
52.3%
16.3% 22.3%
37.6%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
Auction Sites Online Retail Shopping Guides Travel Service Classifieds AutomotiveServices
%
YearonYearGrowth
#SmartphoneOwners(000)
Retail / E-Commerce
May-2011 May-2012 YoY-Growth
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 6 million Smartphone owners accessed auction sites such as eBay, representing 24.2% of thetotal UK Smartphone audience, growing on 58.2% year on year.
Online retail was accessed by more than 6.4 million (23.1% of UK Smartphone owners) and hasincreased its user base by 74.0% over the past year.
Product: MobiLens
Data: Three month average ending May 2012
Country: UK, N=15,735
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23 comScore, Inc. Proprietary.
3.4%
10.5%
17.2%
13.1%
7.3%5.3%
2.1%
8.9%
14.1%
9.7%
4.6% 3.7%
0.0%
2.0%4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
13-17 18-24 25-34 35-44 45-54 55+ 13-17 18-24 25-34 35-44 45-54 55+
Male Female%Purchased
GoodsorServiceswith
S
martphone
Demographic Profile of UK Smartphone Shoppers
15.4% of UK Smartphone Owners Made On-Device Purchases
In April 2012, almost more than 4 million made a purchase using their phone. Thisrepresents 15.4% of all Smartphones owners in the UK.
Surprisingly, the majority of Smartphone Shoppers are male (more than 55%), with theage groups 25-34 and 35-44 being represented strongest.
Females accounted for just over 40% of all Smartphone Shoppers.
Product: MobiLens
Data: Three month average ending April 2012
Country: UK, N= 15,682
56.9% 43.1%
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25 comScore, Inc. Proprietary.
Clothing or Accessories Most Popular Goods Purchased by UKSmartphone Shopper
Of all 4.6 million Smartphone Shoppers,38.6% purchased clothing or
accessories.
Purchasing books proved to be secondmost popular.
The range of goods and servicespurchased by more than 7%of mobile shoppers is quite
diverse.
Product: MobiLens
Data: Three month average ending May 2012
Country: UK, N=15,735
7.3%
8.4%
14.2%
15.1%
17.9%
18.2%
19.1%
22.0%
24.6%
38.6%
0.0% 20.0% 40.0% 60.0%
Gift certificates
Sports/Fitness equipment
Personal care / hygiene products
Daily deals or discount coupons
Meals for delivery or pickup
Consumer electronics / householdappliances
Groceries
Tickets
Books (not ebooks)
Clothing or accessories
%Purchased Goods or Services with Smartphone
Type of Goods or Services
Purchased Using Smartphone
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26 comScore, Inc. Proprietary.
5.7%
13.5%
17.7%
19.1%
30.0%
63.2%
0.0% 50.0% 100.0%
Restaurant
Grocery store
Outside or on public transit
At work
Retail store
At home
%Scanned QR Code with Smartphone
Location when Scanning QR
Code
7.2%
7.6%
7.7%
22.8%
24.6%
34.0%
52.9%
0.0% 20.0% 40.0% 60.0%
TV
Business card or brochure
Storefront
Website on PC
Poster or flyer or kiosk
Product packaging
Printed magazine ornewspaper
%Scanned QR Code with Smartphone
Source of QR Code Scanned
The Smartphone Acts as a Bridge Between Different Types of Media
Product: MobiLens
Data: Three month average ending May 2012
Country: UK, N=15,735
52.9% of QR Codes scanned are found
in printed magazines or newspapers.
Mobile successfully reaches differenttype of media; 7.2% of all QR Codesscanned are even seen on TV!
QR Codes are mostly scanned whilebeing at home, with a 63.2% reach
among Smartphone owners whoscanned a QR Code.
Retail Stores take second position with30.0%.
3.4 MillionSmartphone
ownersscanned QR
Code
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27 comScore, Inc. Proprietary.
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
The mobile media market in the UK is growing rapidly App and browsing usage is creating ever more opportunities for consumer engagement
Mobile retail and transaction is a reality Connected devices enable engagement online & in bricks-and-mortar locations
Consider carefully the mobile audience you wish to reach Identify which media they engage with, how and through which devices Robust market intelligence data adds value to campaign planning and targeting The reality as revealed by measurement is often different from intuition
Dont get left behind on mobile Full visibility of the mobile media market means no need to be blindsided
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Thank You.
THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE
Scott Joslin, Sr. Director Advertising Solutions
sjoslin@comscore com +44 7901 585557
mailto:[email protected]