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© 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
© comScore, Inc. Proprietary. 2
Mobile in 2013
Multi-Platform World
Device Trends
Mobile Media Trends
Two Big Disruptions
Questions
#FutureinFocus
© 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
© 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
© 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
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
Multi-Platform World
#FutureinFocus
© comScore, Inc. Proprietary. 7
Today’s World Looks Like This
© 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
© comScore, Inc. Proprietary. 9 Source: 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
Sm
art
ph
on
e a
nd
Tab
let
Ow
ne
rs (
MM
)
Smartphone Owners
Tablet Owners
© comScore, Inc. Proprietary. 10 Source: 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
De
vic
e O
wn
ers
© 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
© 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
© comScore, Inc. Proprietary. 13 Source: 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
© comScore, Inc. Proprietary. 14 Source: 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%
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
Mobile Device Trends
Smartphones
Tablets
#FutureinFocus
© comScore, Inc. Proprietary. 16 Source: 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
© 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
© comScore, Inc. Proprietary. 18 Source: 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
% T
ota
l M
ark
et
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
% N
ew
ly A
cq
uir
ed
D
evic
es
Newly Acquired Devices by Type
Smartphone Non-Smartphone
© comScore, Inc. Proprietary. 19 Source: 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
© 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
© 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 otherincentives)
Smartphone Total Mobile
© comScore, Inc. Proprietary. 22 Source: 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
© comScore, Inc. Proprietary. 23 Source: 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.
© 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
Un
iqu
e T
ab
lets
(000)
BlackBerry
Windows
HP
Android
iOS
© comScore, Inc. Proprietary. 25 Source: 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%
© 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
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
Mobile Media Trends
Category Trends
App vs. Browser
Smartphones + Tablets
#FutureinFocus
© 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
© 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
© comScore, Inc. Proprietary. 30 Source: 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%
© 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
© 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
© 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
© comScore, Inc. Proprietary. 34 Source: 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
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
Two Big Disruptions
Shopping and Buying
The Home
#FutureinFocus
© comScore, Inc. Proprietary. 36
Sh
are
of
Devic
e P
ag
e T
raff
ic
on
a T
yp
ical
Wo
rkd
ay
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 night PCs dominate
working hours
© 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 in Every 10 Discretionary Dollars Now Spent Online
e-Commerce Share of Corresponding Consumer Spending*
$186 Billion Spent in 2012
© comScore, Inc. Proprietary. 38 Source: 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%
Q22010
Q32010
Q42010
Q12011
Q22011
Q32011
Q42011
Q12012
Q22012
Q32012
Q42012
4X increase in just 2 years
37% “showroom”
© comScore, Inc. Proprietary. 39 Source: 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 eachweek
Once to three timesthroughout the
month
% M
ad
e P
urc
ha
se
wit
h S
ma
rtp
ho
ne
Frequency of On-Device Purchase
19.4%
© 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 eachweek
Once to three timesthroughout the month
Ever in month
% S
mart
ph
on
e O
S
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
© 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
© comScore, Inc. Proprietary. 42 Source: 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
© comScore, Inc. Proprietary. 43 Source: 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%
PublicLocation
Work Other
Location of Tablet Use Connecting to Internet
© 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
© 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
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
Key Takeaways
#FutureinFocus
© 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
© 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
© 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