Mobile future in_focus

49
© 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

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Transcript of Mobile future in_focus

Page 1: Mobile future in_focus

© 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

Page 2: Mobile future in_focus

© comScore, Inc. Proprietary. 2

Mobile in 2013

Multi-Platform World

Device Trends

Mobile Media Trends

Two Big Disruptions

Questions

#FutureinFocus

Page 3: Mobile future in_focus

© 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

Page 4: Mobile future in_focus

© 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

Page 5: Mobile future in_focus

© 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

Page 6: Mobile future in_focus

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.

Multi-Platform World

#FutureinFocus

Page 7: Mobile future in_focus

© comScore, Inc. Proprietary. 7

Today’s World Looks Like This

Page 8: Mobile future in_focus

© 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

Page 9: Mobile future in_focus

© 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

Page 10: Mobile future in_focus

© 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

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© 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

Page 12: Mobile future in_focus

© 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

Page 13: Mobile future in_focus

© 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

Page 14: Mobile future in_focus

© 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%

Page 15: Mobile future in_focus

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.

Mobile Device Trends

Smartphones

Tablets

#FutureinFocus

Page 16: Mobile future in_focus

© 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

Page 17: Mobile future in_focus

© 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

Page 18: Mobile future in_focus

© 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

Page 19: Mobile future in_focus

© 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

Page 20: Mobile future in_focus

© 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

Page 21: Mobile future in_focus

© 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

Page 22: Mobile future in_focus

© 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

Page 23: Mobile future in_focus

© 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.

Page 24: Mobile future in_focus

© 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

Page 25: Mobile future in_focus

© 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%

Page 26: Mobile future in_focus

© 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

Page 27: Mobile future in_focus

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.

Mobile Media Trends

Category Trends

App vs. Browser

Smartphones + Tablets

#FutureinFocus

Page 28: Mobile future in_focus

© 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

Page 29: Mobile future in_focus

© 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

Page 30: Mobile future in_focus

© 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%

Page 31: Mobile future in_focus

© 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

Page 32: Mobile future in_focus

© 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

Page 33: Mobile future in_focus

© 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

Page 34: Mobile future in_focus

© 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

Page 35: Mobile future in_focus

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.

Two Big Disruptions

Shopping and Buying

The Home

#FutureinFocus

Page 36: Mobile future in_focus

© 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

Page 37: Mobile future in_focus

© 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

Page 38: Mobile future in_focus

© 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”

Page 39: Mobile future in_focus

© 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%

Page 40: Mobile future in_focus

© 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

Page 41: Mobile future in_focus

© 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

Page 42: Mobile future in_focus

© 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

Page 43: Mobile future in_focus

© 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

Page 44: Mobile future in_focus

© 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

Page 45: Mobile future in_focus

© 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

Page 46: Mobile future in_focus

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.

Key Takeaways

#FutureinFocus

Page 47: Mobile future in_focus

© 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

Page 48: Mobile future in_focus

© 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

Page 49: Mobile future in_focus

© 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