mobile landscape towards connected devices

Upload: sumit-roy

Post on 05-Apr-2018

223 views

Category:

Documents


0 download

TRANSCRIPT

  • 7/31/2019 Mobile Landscape Towards Connected Devices

    1/28

    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

  • 7/31/2019 Mobile Landscape Towards Connected Devices

    3/28

    3 comScore, Inc. Proprietary.

    Mobile Landscape

    Mobile Media

    Mobile Commerce

    Agenda

  • 7/31/2019 Mobile Landscape Towards Connected Devices

    4/28

    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

  • 7/31/2019 Mobile Landscape Towards Connected Devices

    5/28

    5 comScore, Inc. Proprietary.

    Microsoft5.2% Symbian

    4.3%

    RIM12.1%

    Apple29.2%

    Google

    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.

  • 7/31/2019 Mobile Landscape Towards Connected Devices

    6/28

    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

    Google

    Apple

    RIM

    Symbian

    Microsoft

    Other OS

  • 7/31/2019 Mobile Landscape Towards Connected Devices

    7/28

    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%

  • 7/31/2019 Mobile Landscape Towards Connected Devices

    8/28

    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

  • 7/31/2019 Mobile Landscape Towards Connected Devices

    9/28

  • 7/31/2019 Mobile Landscape Towards Connected Devices

    10/28

    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

  • 7/31/2019 Mobile Landscape Towards Connected Devices

    11/28

    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

  • 7/31/2019 Mobile Landscape Towards Connected Devices

    12/28

    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

  • 7/31/2019 Mobile Landscape Towards Connected Devices

    13/28

    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

  • 7/31/2019 Mobile Landscape Towards Connected Devices

    14/28

    14 comScore, Inc. Proprietary.

    Mobile Landscape

    Mobile Media

    Mobile Commerce

    Agenda

  • 7/31/2019 Mobile Landscape Towards Connected Devices

    15/28

    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

  • 7/31/2019 Mobile Landscape Towards Connected Devices

    16/28

    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

  • 7/31/2019 Mobile Landscape Towards Connected Devices

    17/28

    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

    Twitter

    Apple iTunes

    27.4%

    Google Search

    22.9%

    BBC iPlayer

    15.8%

    BBC News

    14.1%

    11.4%

    10.8%

  • 7/31/2019 Mobile Landscape Towards Connected Devices

    18/28

    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%

    Twitter

    LinkedIn

    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.

  • 7/31/2019 Mobile Landscape Towards Connected Devices

    19/28

    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%

  • 7/31/2019 Mobile Landscape Towards Connected Devices

    20/28

    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

  • 7/31/2019 Mobile Landscape Towards Connected Devices

    21/28

    21 comScore, Inc. Proprietary.

    Mobile Landscape

    Mobile Media

    Mobile Commerce

    Agenda

  • 7/31/2019 Mobile Landscape Towards Connected Devices

    22/28

    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

  • 7/31/2019 Mobile Landscape Towards Connected Devices

    23/28

    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%

  • 7/31/2019 Mobile Landscape Towards Connected Devices

    24/28

  • 7/31/2019 Mobile Landscape Towards Connected Devices

    25/28

    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

  • 7/31/2019 Mobile Landscape Towards Connected Devices

    26/28

    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

  • 7/31/2019 Mobile Landscape Towards Connected Devices

    27/28

    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

  • 7/31/2019 Mobile Landscape Towards Connected Devices

    28/28

    Thank You.

    THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE

    Scott Joslin, Sr. Director Advertising Solutions

    sjoslin@comscore com +44 7901 585557

    mailto:[email protected]