the mobile shift 2013

© comScore, Inc. Proprietary.

The Mobile Shift: How connected devices are changing

consumer attitudes and behaviour

mSport Summit 2013

Hesham Al-Jehani, Product Manager Mobile, Europe | 24th April 2013

[email protected]

© comScore, Inc. Proprietary. 2

Agenda

comScore Intro

Mobile Device Landscape

Mobile Media Trends

Mobile Sports Consumption

Demographics

Summary


who are we and what we do?

comScore Introduction


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


Providing Analytics For More Than 2,100 Clients Globally

Media Agencies Telecom/Mobile Financial Retail Travel CPG Health Technology

V0113

http://www.sprint.com/

http://www.timewarnercable.com/Milwaukee/

http://images.google.com/imgres?imgurl=http://www.bargainstash.com/images/logos/target.gif&imgrefurl=http://www.bargainstash.com/&h=70&w=59&sz=3&hl=en&start=47&tbnid=ylSXIM_zSo_bCM:&tbnh=68&tbnw=57&prev=/images?q=Target+Corporation+logos&start=40&ndsp=20&svnum=10&hl=en&lr=&sa=N

http://www.carnival.com/

http://images.google.com/imgres?imgurl=http://www.kbro.com/images/W_Hotels_logo.gif&imgrefurl=http://www.kbro.com/forum.html&h=104&w=85&sz=2&hl=en&start=54&tbnid=2SFFSNI9VXQYIM:&tbnh=84&tbnw=69&prev=/images?q=W+hotels+logo&start=40&ndsp=20&svnum=10&hl=en&lr=&sa=N

http://images.google.com/imgres?imgurl=http://miami-hotels.tee-times-usa.com/images/hotels/miami/westin-diplomat-logo.jpg&imgrefurl=http://miami-hotels.tee-times-usa.com/westin-diplomat.htm&h=81&w=150&sz=4&hl=en&start=158&tbnid=N7iTlqlbsNa-oM:&tbnh=52&tbnw=96&prev=/images?q=Westin+hotels+logo&start=140&ndsp=20&svnum=10&hl=en&lr=&sa=N

http://images.google.com/imgres?imgurl=http://www.starwoodhotels.com.sg/sheraton/images_c/sheraton_chead_logo.jpg&imgrefurl=http://www.starwoodhotels.com.sg/sheraton/city_index.html?IM=CORP_HP_TL_JPDRE_Q4_JP&h=160&w=240&sz=9&hl=en&start=6&tbnid=9MeZaKLkz_EDuM:&tbnh=73&tbnw=110&prev=/images?q=sheraton+hotels+logo&svnum=10&hl=en&lr=

http://go.msn.com/AH/0/

http://images.google.com/imgres?imgurl=http://money.cnn.com/blogs/browser/uploaded_images/logo_facebook-rgb-7inch-706175.jpg&imgrefurl=http://profile.myspace.com/index.cfm?fuseaction=user.viewprofile&friendID=25325&h=385&w=1024&sz=25&hl=en&start=17&tbnid=YHvOddNaq6jV_M:&tbnh=56&tbnw=150&prev=/images?q=facebook&gbv=2&svnum=10&hl=en

http://www.cox.com/

http://welcome.hp.com/country/us/eng/welcome.html

http://www.intuit.com/

http://www.petsmart.com/ps/main.jsp?ASSORTMENT<>ast_id=2534374302023687&bmUID=1179240180487

http://www.wpp.com/wpp/

http://www.omnicomgroup.com/

http://www.cablevision.com/


The Challenge of Understanding Today’s Digital Consumer

Tablet PC/Mac TV Smartphone Gaming

Digital Omnivores accessing their digital world across multiple

devices, in different ways across each day

Understanding the person—not just device traffic—is key


comScore Meets the Multi-Platform Challenge

MMX Multi-Platform

• Available in US and UK

• Official partner for digital audience

measurement in UK via UKOM

Unduplicated Digital Audience

• PC

• Smartphones

• Tablets


the smartphone majority has

arrived!

Mobile Device Landscape


2012 Was An Eventful Year For All Things Digital and Mobile

• London 2012 Olympics, the first truly digital Games with 55m

global browser visits to BBC sports online

• Launch of 4G in 10 UK cities

• Wi-Fi on London Underground

• The digital switchover and the death of Ceefax

• Launch of Microsoft Surface and iPad Mini tablet

• Samsung becomes largest mobile phone OEM by market share

• Facebook passes half a billion mobile user milestone

• Angry Birds hits 1 billion downloads

• The business failure of major high street chains - Comet, Jessops,

HMV and BlockBusters


Mobile is Fundamental to Growth!

"Today there is no argument

Facebook is a mobile company.“

Mark Zuckerberg


The Smartphone Majority Has Arrived: Penetration in EU5 at 59%

YoY Growth of 29%

in EU 5 and

Germany leading

the surge

68%

55%

55% 67%

56%

20%

22%

27%

32%

45%

Italy

UK

Spain

France

Germany

YoY Growth By Country

Smartphone Penetration

Source: MobiLens™.

Data based on 3 month moving average to Feb 2013


Over Four Fifths Of Handset Acquisitions are Smartphones

Feature 17%

Google 56%

Apple 27%

Windows, 8%

Blackberry, 8%

Other, 2%

Smartphones 83%

Newly acquired handsets in UK

by platform February 2013



© comScore, Inc. Proprietary. 13 Source: MobiLens™.


Smartphone Landscape Is Dominated by Android and iOS Devices

With Over Three Quarters Market Share

Smartphone platform market share

and growth UK

42%

21%

20%

22%

20%

38%

56%

27%

-51%

118%

31%

26%

19%

19%

44%

29%

8%

Feb 12 Feb 13

Other

Microsoft

Symbian

BlackBerry

Apple

Google

27%

28%

5%

50% 39%

18%

13%

12%

2% 4%

27M 33M

-14%


Samsung 28%

Nokia 19%

Apple 18%

HTC 9%

BlackBerry 9%

Sony 6%

LG 3%

Other 8%



Samsung The Largest OEM in UK

Apple 28%

Samsung 28%

HTC 14%

BlackBerry 13%

Nokia 8%

Sony 5%

LG 1%

Other 3%

Total Base

49.5 Million

Smartphone

Base

33 Million

Device market share by OEM


0

1

2

3

4

5

6

7

8

9

10

Sep-11 Nov-11 Jan-12 Mar-12 May-12 Jul-12 Sep-12 Nov-12 Jan-13

Total Market

Apple iPads

Rapid Rise of UK Tablet Ownership to Over 10 Million Units

+280%

6

million

iPads

Tablet ownership over 18 month period to Feb 2013

(millions)

Tablet penetration

for smartphone

owners reaching

32% of base

+217%




the rise of multi-platform digital

consumerism

Mobile Media Consumption


15 16 17 17 18 19 19 20 20 21 22 23

24 24 25 25 26 26 27 28 28 29 29 30 30

Fe

b-1

1

Ma

r-11

Apr-

11

Ma

y-1

1

Ju

n-1

1

Ju

l-1

1

Aug

-11

Sep

-11

Oct-

11

Nov-1

1

Dec-1

1

Ja

n-1

2

Fe

b-1

2

Ma

r-12

Apr-

12

Ma

y-1

2

Ju

n-1

2

Ju

l-1

2

Aug

-12

Sep

-12

Oct-

12

Nov-1

2

Dec-1

2

Ja

n-1

3

Fe

b-1

3

91% of Smartphone Users Connect to the Internet With Their Device

Compared to a Quarter Of Feature Phone Users

Smartphone users who use connected media

(millions)

Connected Media = Used browser, application, native email, stream or download music

and broadcast / on-demand video (does not include SMS)

95% 2 Year

Growth



© comScore, Inc. Proprietary. 18 Source: Device Essentials™,

UK, February 2013

A Third of UK Internet Traffic Driven by Non-PC Devices And Mobile

Mobile Phones Make Up Almost A Quarter of All Traffic

Share of non-PC device traffic in the UK

Feb 2013

PC 68%

Mobile 23%

Tablet 8%

Other 1%

Non PC 32%

© comScore, Inc. Proprietary. 19 Source: Device Essentials™,

UK, February 2013

Almost 70% of All Mobile Phone Data Usage Takes Place Over a Wi-Fi

Network

32%

68%

Mobile Phone Traffic

Wi-Fi Mobile Network

Mobile phone traffic by network access

method and platform

31% 40%

4%

40%

69% 60%

96%

60%

iOS Android BB Microsoft


Apple iOS Devices Generate 73% of UK Mobile Traffic

Platform share of UK tablet & mobile

Internet traffic

73%

21%

5% 1%

iOS

Android

Blackberry

Other

93%

85%

67%

94%

7%

15%

30%

6%

3%

Blackberry

Android

iOS

Microsoft

Mobile Tablet Other

Source: Device Essentials™,

UK, February 2013

© comScore, Inc. Proprietary. 21 Source: comScore Device Essentials, 21st Jan 2013 UK data

Devices Satisfy Different Demands Throughout the Day

LATE NIGHT (12AM - 7AM)

EARLY

MORNING (7AM – 10AM)

DAYTIME (10AM – 5PM)

EARLY

EVENING (5PM – 8PM)

PRIME

TIME (8PM – 12AM)

Mobiles

brighten the

commute

PCs dominate

working hours

Tablets

popular at

night

Sh

are

of

De

vic

e P

ag

e T

raff

ic o

n a

Typ

ica

l W

ork

da

y


mobile is driving growth in online

sports consumption

Mobile Sports Consumption


8

9

9

10

10

10

11

12

13

14

18

21

21

22

31

Television Guides

Tech news

Auction sites

Photo / Video Sharing

Online Retail

Bank Accounts

Reference

Entertainment news

Sports

Maps

News

Weather

Search

Social Networking

News



Sports The 7th Largest Mobile Content Category: 13 Million Access

Sports News & Info On Their Phones

5,205

8,805

Application

Browser

4 million users

access sports

sites daily on their

mobile phones

Top mobile content categories (million)

Mobile sports access method (000)


7 million

Mobile users

10% Average Mobile Exclusive Reach For Sports Sites

How BIG is The Total, Unduplicated

Audience for Sport?

Unduplicated

Online

Audience

26M

Source: MMX Multi-Platform ™.

Feb 2013 Data

7 million

Mobile

Users

24 million

accessing via

PC

© comScore, Inc. Proprietary. 25 Source: MMX Multi-Platform ™.

Feb 2013 Data

Top Mobile Sports Sites Enjoy Significant Uplift in Audience Reach

Through Mobile

349

350

420

448

583

608

685

890

1,147

5,039

854

1,239

5,673

697

2,246

1,900

2,297

2,301

4,295

9,230

PC Reach Mobile Reach

25%

37%

14%

17%

13%

46%

5%

12%

20%

Exclusive

Mobile

Reach

Top 10 Mobile Sports Sites v PC Access (000s)

© comScore, Inc. Proprietary. 26 Source: MMX Multi-Platform ™. and MobiLens™.

MobiLens data based on 3 month moving average to Feb 2013, Feb 2013 Data for MMX

Growth In Online Sports Audience Coming Almost Entirely From

Mobile Access

-

2

4

6

8

10

12

14

-

5

10

15

20

25

30

Feb

-11

Ma

r-1

1

Ap

r-1

1

Ma

y-1

1

Ju

n-1

1

Ju

l-1

1

Au

g-1

1

Se

p-1

1

Oct-

11

No

v-1

1

Dec-1

1

Ja

n-1

2

Feb

-12

Ma

r-1

2

Ap

r-1

2

Ma

y-1

2

Ju

n-1

2

Ju

l-1

2

Au

g-1

2

Se

p-1

2

Oct-

12

No

v-1

2

De

c-1

2

Ja

n-1

3

Feb

-13

PC

Mobile

PC and mobile phone access to sports sites two

year trend (millions) Mobile phone

sports access

up 54% in 2

years

© comScore, Inc. Proprietary. 27 Source BBC: “The story of the digital Olympics: streams, browsers, most watched, four screens”

bbc.co.uk/blogs/internet/posts/digital_olympics_reach_stream_stats

2012 Olympics Was The First Digital Multi-Platform Games

Usage by hour across the day by device

for 28 July to 9 Aug

© comScore, Inc. Proprietary. 28 Source BBC: “The story of the digital Olympics: streams, browsers, most watched, four screens”

bbc.co.uk/blogs/internet/posts/digital_olympics_reach_stream_stats

9.2m UK Mobile Visits to the BBC’s Olympics Coverage

Usage by hour across the day by device

28 July to 9 Aug


Source: comScore custom analytics. Single Source Multi-Platform Study. A18+. 7/27/12 – 8/12/12. Total Day. Screen

Status Definitions: TV+PC Only = Followed the Olympics on TV and PC but not on Mobile or Tablet, TV+PC+Mobile =

Followed the Olympics on TV, PC and Mobile but not on Tablet, TV+PC+Mobile+Tablet = Followed the Olympics on all

4 screens.

More Devices Mean More Consumption: Olympic Sports

Coverage Viewed Most by Multi-Platform Users

TV Only TV + PC Only TV + PC + Mobile TV + PC + Mobile +Tablet

Tablet

Mobile

PC

TV

4hr 19min

4hr 19min

4hr 28min 5hr 6hr 7min

50min

59min

51min

47min

40min

55min

5hr 18min

6hr 50min

8hr 29min

Average Time Spent Per Day Following Olympics in US


who are mobile sports fans?

Demographics


Male 72%

Female 28%

<£15k 12%

£15k - <£30k 26%

£30k - <£45k 27%

£45k - <£55k 14%

£55k - <£65k 9%

£65k - <£75k 5%

£75k+ 7%

Demographic Profile of Sports Users Describe A Typical 25-34 Year

Old Employed Male on a Post Paid Tariff

Employed Full time

59%

Student 15%

Employed part time

10%

Unemployed 6%

Retired 6%

Other 2%

7

15

26

22

14 16

13-17 18-24 25-34 35-44 45-54 55+

Postpaid 76%

Prepaid 20%

Corporate 4% Age (%)

Household Y Status

Plan




92% of Mobile Sports Fans Are Smartphone Owners

Device, platform and OEM share of

smartphone sports fans

Smartphone 92%

Feature 8%

Google 50%

Apple 33%

BlackBerry 10%

Microsoft 4%

Symbian 3%

Apple 33%

Samsung 27%

HTC 14%

BlackBerry 10%

Sony 6%

Nokia 5%

Other 5%




Top 10 Sports Smartphones Dominated by Apple and Samsung

Devices

iPhone 4S

1.3M

Wildfire S

0.2M

iPhone 4

1.2M

HTC Desire S

0.2M

Galaxy S2

0.7M

Galaxy Ace

0.2M

Galaxy S3

0.5M

iPhone 3G

0.2M

iPhone 3GS

0.4M

iPhone 5

0.2M




key take-aways

Summary


• The smartphone majority has arrived with tablet ownership

rising rapidly

• High-speed, ubiquitous mobile data connectivity will lead to

even more mobile media consumption

• Multi-platform users typically consume more across all their

devices

• Growth in online audience and engagement primarily driven

by mobile access

• A holistic view of the digital omnivore is necessary to

succeed and grow your online business


What’s Next for Mobile in 2013?

Get the free white paper!

2013 Mobile Future in Focus Report

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 Report: www.comscore.com/FutureinFocus2013

http://www.comscore.com/FutureinFocus2013

© comScore, Inc. Proprietary.

Thank you for your attention

mSport Summit 2013

Email: [email protected]

Follow us on Twitter: @comScoreEMEA

Find us on Facebook: facebook.com/comscoreinc