Post on 16-May-2018
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
© comScore, Inc. Proprietary. 4
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
© comScore, Inc. Proprietary. 5
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
Source: comScore MMX Multi-Platform, January 2017
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
© comScore, Inc. Proprietary. 6
Our primary tool
Across the globe, mobile devices dominate total minutes spent online, passing 90% in Indonesia
Source: comScore MMX Multi-Platform, January 2017
% mobile share of total digital minutes
USA Canada UK ItalySpain
Brazil Mexico China Indonesia
71%
62% 61%64%
72%
75%
71%
91%
67%
© comScore, Inc. Proprietary. 7
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
Source: comScore MMX Multi-Platform, January 2017
% app share of total mobile minutes
USA Canada UK ItalySpain
Brazil Mexico China Indonesia
% mobile share of total digital minutes
87%
86% 82%88%
87%
89%91%
99%
90%
© comScore, Inc. Proprietary. 8
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
© comScore, Inc. Proprietary. 9
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
© comScore, Inc. Proprietary. 10
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
© comScore, Inc. Proprietary. 11
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
© comScore, Inc. Proprietary. 12
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)
© comScore, Inc. Proprietary. 13
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
© comScore, Inc. Proprietary. 14
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
Source: comScore MMX Multi-Platform, January 2017
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
© comScore, Inc. Proprietary. 15
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
Source: comScore MMX Multi-Platform, January 2017
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
© comScore, Inc. Proprietary. 16
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
© comScore, Inc. Proprietary. 17
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)
46% would be willing
to give up a day off
per week
© comScore, Inc. Proprietary. 18
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.
Source: comScore MMX Multi-Platform, January 2017
Mobile banking category visitors (as a % of desktop)
Mobile onlyMobile + Desktop Total desktop visitors
USA UKCanada Spain Brazil Mexico IndonesiaChina
© comScore, Inc. Proprietary. 19
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
Source: comScore MMX Multi-Platform, January 2017
USA Canada UK
Italy
Spain
Brazil Mexico China Indonesia
Mobile only
Multi-platform
Desktop only
% of total career services users by platform
© comScore, Inc. Proprietary. 20
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
Source: comScore MMX Multi-Platform, January 2017
% 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
© comScore, Inc. Proprietary. 21
Love / Belonging
From romance to family connections,
mobile communication has created
more avenues to create, maintain
and develop human relationships.
comscore.com/mobile
© comScore, Inc. Proprietary. 22
Almost a third of Americans would rather give
up sex for a year
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)
© comScore, Inc. Proprietary. 23
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
Source: comScore MMX Multi-Platform, January 2017
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+
© comScore, Inc. Proprietary. 24
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
Source: comScore MMX Multi-Platform, January 2017
% 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%
© comScore, Inc. Proprietary. 25
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
Source: comScore MMX Multi-Platform, January 2017
0
20000
40000
60000
80000
100000
120000
140000
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USA UK Brazil Indonesia
Reach % Total Mins
© comScore, Inc. Proprietary. 26
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
© comScore, Inc. Proprietary. 27
More than three in 10 would stop seeing their
friends in person
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)
© comScore, Inc. Proprietary. 28
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
Source: comScore MMX Multi-Platform, January 2017
Social media category % of total mobile minutes
% Social Media % Other
USA UKCanada Spain Italy Brazil Mexico Indonesia
© comScore, Inc. Proprietary. 29
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
© comScore, Inc. Proprietary. 30
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
© comScore, Inc. Proprietary. 31
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)
45% said they
would put off going
on vacation
© comScore, Inc. Proprietary. 32
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
© comScore, Inc. Proprietary. 33
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
Source: comScore MMX Multi-Platform, January 2017
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
20000
21000
22000
23000
24000
25000
26000
27000
Snapchat (USA) Spotify (UK) Instagram (Brazil)
201620162016
Total unique visitors for selected apps in selected countries
© comScore, Inc. Proprietary. 35
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
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