mobile’s hierarchy of needs - mma...the audience landscape varies dramatically between regions,...

Mobile’s Hierarchy of NeedsJoe Nguyen

Senior Vice President, Asia Pacific, comScore

@jnguyen @comScoreAPAC

© comScore, Inc. Proprietary. 3

Mobile Evolution

In 2017, mobile devices have an unquestionable

role as consumers’ primary digital tool


Audience composition

The audience landscape varies dramatically between regions, with some markets such as Indonesia having almost skipped the

desktop phase followed by others, resulting in huge mobile only populations

Source: comScore MMX Multi-Platform, January 2017

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

UK

Canada

USA

China

Italy

Brazil

Spain

Mexico

Indonesia

Desktop Only Multi-Platform Mobile Only

% of unique users by platform


Who are the mobile only audience?

Mobile only audiences (those who no longer use desktop in a month) skew younger in Latin America and Asia, while in North

America and Europe they are comparatively evenly comprised of users from across age demographics


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

% of unique users on mobile by age demographic

18-24 25-34 35-44 45-54 55+ 35+

USA UKCanada Spain Italy Brazil Mexico IndonesiaChina


Our primary tool

Across the globe, mobile devices dominate total minutes spent online, passing 90% in Indonesia


% mobile share of total digital minutes

USA Canada UK ItalySpain

Brazil Mexico China Indonesia

71%

62% 61%64%

72%

75%

71%

91%

67%


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


% app share of total mobile minutes

USA Canada UK ItalySpain


% mobile share of total digital minutes

87%

86% 82%88%

87%

89%91%

99%

90%


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, January 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

SocialSocial News


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


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


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.

comscore.com/mobile


More than 55% would

rather forgo dining out

for 12 months

Mobile has become a primal need

A recent Boston Consulting Group survey demonstrates that consumers would be increasingly unwilling

to surrender their mobile devices, even at the expense of some traditional needs

Source: The Boston Consulting Group (BCG)


PHYSIOLOGICAL

80%

90%

100%

110%

120%

130%

140%

January February March April May June July August September October November December

Time spent on food retail grows faster than mobile overall

Data from the UK shows how food purchasing (notably delivery services) has outpaced the

growth of general mobile usage, as consumers still reach for their phones to order takeaways

Source: comScore MMX Multi-Platform, United Kingdom

2016 total mobile minutes (as a percentage of January 2015 total)

Total Internet : Total Audience Retail - Food


PHYSIOLOGICALMobile 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


Real estate category reach / mins (as a % of desktop reach / mins)

0%

50%

100%

150%

200%

250%

Mobile reach as % of desktop Mobiles mins as % of desktop Total desktop reach / mins

USA UKCanada Spain Italy Brazil Mexico Indonesia


PHYSIOLOGICALApparel 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


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


Safety

Mobile helps meet modern human

needs for safety and security.

This may mean physical security,

such as safety from weather

conditions, or financial and

career security.

comscore.com/mobile






46% would be willing

to give up a day off

per week


SAFETY

0%

50%

100%

150%

200%

250%

300%

350%

Banking audiences trust mobile and depart desktop

Despite historic consumer concerns around security on mobile, banking audiences now largely exceed

desktop. More than 50% of these users have abandoned desktop entirely for their banking needs.


Mobile banking category visitors (as a % of desktop)

Mobile onlyMobile + Desktop Total desktop visitors

USA UKCanada Spain Brazil Mexico IndonesiaChina


SAFETYCareer advancement in the palm of users’ hands

The majority of jobs / career development users are on mobile platforms, with large numbers

abandoning desktop altogether, possibly enjoying the relative privacy afforded, even in working hours


USA Canada UK

Italy

Spain


Mobile only

Multi-platform

Desktop only

% of total career services users by platform


SAFETYMobile is the primary tool for weather-watchers

When location is a consideration, mobile unsurprisingly grows share of time / audiences. Coupled with

time of day needs, weather is one of the most mobile-skewed categories in all markets observed


% of weather category / all users who are mobile only

0%

20%

40%

60%

80%

100%

14%

7% 7%

33%

24% 24%20%

70%

35%

Mobile only % Mobile only % of Total Digital Population

USA UKCanada Spain Italy Brazil Mexico IndonesiaChina


Love / Belonging

From romance to family connections,

mobile communication has created

more avenues to create, maintain

and develop human relationships.

comscore.com/mobile


Almost a third of Americans would rather give

up sex for a year






LOVE / BELONGING

0 50 100 150 200 250

Indonesia

China

Mexico

Brazil

Italy

Spain

UK

Canada

USA

Mobile dating has come of age

Mobile consumption typically skews towards under 35s, but the personals category is more even,

with per-user minutes among over 35s equaling or eclipsing younger users in many regions


Mobile minutes per user for the personals category

0 50 100 150 200 250

Indonesia

China

Mexico

Brazil

Italy

Spain

UK

Canada

USA

AGES 18-34 AGES 35+


LOVE / BELONGINGMessaging apps have exploded outside USA / Canada / UK

The share of total mobile minutes among 5 key messaging apps (Facebook Messenger, WhatsApp,

Line, WeChat, QQ messenger) has exploded, particularly in continental Europe, Latin America and Asia


% of mobile minutes for 5 major messaging apps

0% 6% 12% 18%

USA

Canada

UK

Spain

Italy

Brazil

Mexico

China

Indonesia

1.4%

2.3%

3.2%

14.5%

12.9%

14.6%

15.8%

13.2%

14.9%


Engagement does not always correlate with reach among top apps

Messaging apps are in much greater evidence outside the US, and Indonesia features BBM at #4, despite its absence elsewhere.

Overall minutes vary heavily from reach even among these most popular apps


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USA UK Brazil Indonesia

Reach % Total Mins


Esteem

Esteem represents the human

desire to be accepted and valued

by others, which can manifest in

social behaviour as well as

hobbies and interests.

comscore.com/mobile


More than three in 10 would stop seeing their

friends in person






ESTEEM

21.4%25.5%

21.6%25.6%

28.5%32.8%

38.6%32.5%

0%

20%

40%

60%

80%

100%

Social media accounts for around a third of mobile minutes

Social media has always been seen as a major mobile category, and global figures confirm this,

with this category accounting from between 20-40% of all minutes spent on mobile devices


Social media category % of total mobile minutes

% Social Media % Other

USA UKCanada Spain Italy Brazil Mexico Indonesia


ESTEEMContent sharing on social media grows faster than personal updates

Data from Spain shows that users are posting fewer personal statuses, and increasingly using social

platforms to instead share content that reflects their views

Source: comScore MobiLens, Spain, 2016

% of users sharing on social media (versus January 2016)

-15%

-10%

-5%

0%

5%

10%

15%

20%

Jan-2016 Dec-2016

Posted link to websitePosted status update


Self-actualisation

The realisation of a person’s

potential. This can involve artistic

pursuits, or achievement of

aspirational desires such as travel.

comscore.com/mobile






45% said they

would put off going

on vacation


SELF-ACTUALISATION

0%

10%

20%

30%

40%

50%

January February March April May June July August September October November December

Apps & comfort with mobile transactions boost Travel

Despite being high-value purchases, travel minutes are shifting in the direction of mobile. The refined

user experience of apps is growing their share at an even faster rate, shown here in UK data

Source: comScore MMX Multi-Platform, United Kingdom, January 2017

% of all digital travel category minutes (2016)

% Mobile % App

24%

14%

47%

42%

33% of mobile time

50% of mobile time


SELF-ACTUALISATIONCreative apps are flourishing on mobile around the world

The combination of always-present, increasingly sophisticated cameras and streaming

music services have made mobile devices a hotspot for consumers’ creative pursuits


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7000

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9000

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20000

21000

22000

23000

24000

25000

26000

27000

Snapchat (USA) Spotify (UK) Instagram (Brazil)

201620162016

Total unique visitors for selected apps in selected countries


Summary


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, Messaging

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

↑

↑

↓

THANK YOU

comscore.com/mobile

[email protected]

Joe NguyenSenior Vice President, Asia Pacific, comScore

@jnguyen @comScoreAPAC

mobile’s hierarchy of needs - mma...the audience landscape varies dramatically between regions,...

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