Post on 03-Feb-2022
transcript
MDA Market Analysts Event: The future is here - where is the future?
The Mobile Digital Omnivore
Hesham Al-Jehani, Product Manager Mobile Europe hal-jehani@comscore.com
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comScore Intro
Mobile Device Trends
Mobile Internet
Mobile Shopping
Contents
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comScore Introduction
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NASDAQ SCOR
Clients 1860+ worldwide
Employees 900+
Headquarters Reston, VA
Global Coverage 170+ countries under measurement;
43 markets reported
Local Presence 32 locations in 23 countries
comScore is a Global Leader in Measuring the Rapidly Evolving
Digital World, Blanketing the Globe with a Local Presence
V1011
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Some of Our Largest EMEA Clients Include…
Media Owners / Advertisers Agencies
V1011
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Mobile Device Trends
7 © comScore, Inc. Proprietary.
60% Smartphone Penetration in UK,
Close to 30 million Smartphone Users
34%
Yo
Y
Growth in smartphone user base
UK (millions)
-
5
10
15
20
25
30
35
Aug 11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug 12
Smartphone Feature
Source: MobiLens™.
Data based on three month moving average to August 2012
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Almost 80% of All New Handset Acquisitions are Smartphones
Feature 21%
Google 55%
Apple 25%
RIM 12% Windows 4%
Symbian 2% Smartphone 79%
Newly acquired handsets in August
2012
Source: MobiLens™.
Data based on three month moving average to August 2012
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Three Quarters of the Smartphone Landscape Is Dominated by
Android and iOS Devices
Smartphone platform market
share and growth
42%
21%
20%
22%
20%
38%
Aug 11 Aug 12
Other
Microsoft
Symbian
RIM
Apple
87%
47%
-46%
17%
32%
31%
26%
19%
19%
44%
29%
16%
8%
Source: MobiLens™.
Data based on three month moving average to August 2012
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Samsung The Largest OEM, But Apple the Largest OEM For
Smartphones
Samsung 24%
Nokia 20%
Apple 17%
RIM 10%
HTC 9%
Sony 7%
LG 4%
Motorola 2%
Other 7%
Apple 29%
Samsung 21% RIM
16%
HTC 15%
Nokia 9%
Sony 6%
LG 1%
Other 3%
Device market share by OEM
Source: MobiLens™.
Data based on three month moving average to August 2012
Total Base = 49.5 Million Smartphone Base = 29.6 Million
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Top 10 UK Smartphones
iPhone 4
3.3M
HTC Wildfire S
0.9M
iPhone 4S
2.5M
BB Curve 9300
0.7M
Galaxy S2
1.4M
HTC Wildfire
0.7M
Galaxy Ace
1.4M
HTC Desire
0.6M
BB Curve 8520
1.1M
Galaxy S3
0.6M
Source: MobiLens™.
Data based on three month moving average to August 2012
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2,458
6,259
Aug 2011 Aug 2012
Tablets an Apple Phenomenon – iPads Make up 60% of the Total
Tablet Market in UK
Tablet ownership among mobile
users (000s)
Multimedia tablets now included
in the basket of goods used by
the ONS to calculate inflation in
the UK for 2012 4.7
million
iPads
Source: MobiLens™.
Data based on three month moving average to August 2012
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Mobile Internet
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91% of Smartphone Users Connect to the Internet With Their Device
Compared to a Quarter Of Feature Phone Users
Used connected media
(millions)
25%
Yo
Y
Connected Media = Used browser, application, native email, stream or download music
and broadcast / on-demand video (does not include SMS)
Source: MobiLens™.
Data based on three month moving average to August 2012
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Almost 17% of UK Internet Traffic Driven by Non-Computer Devices
Share of non-PC device traffic in
the UK
PC, 82.6%
Mobile, 10.8%
Tablet, 6.1%
Other, 0.6%
Non PC, 16.8%
Source: Device Essentials™,
UK, September 2012
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Apple iOS Devices Generate 60% of UK Non-PC Traffic
Platform share of UK tablet &
mobile Internet traffic
60% 25%
12%
4%
iOS
Android
RIM
Other
Source: Device Essentials™,
UK, September 2012
95%
93%
42%
5%
7%
54% 4%
RIM
Android
iOS
Mobile Tablet Other
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Almost 70% of All Mobile Phone Data Usage Takes Place Over a Wi-Fi
Network
31%
69%
Mobile Traffic
Wi-Fi Mobile Network
Mobile phone traffic by network
access method and platform
Source: Device Essentials™,
UK, September 2012
26%
56%
74%
44%
iOS Android
18 © comScore, Inc. Proprietary.
Tablet Usage Overtakes PC and Smartphone Usage During the
Weekday Evenings
Source: Custom Analytics
Share of device page traffic
over a working day - Dec 11
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM
Tablet
Mobile
Computer
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SMS Still The Dominant Messaging Platform – 92% of Phone Users
Use SMS
45
30
16
8
23
14
Sent SMS SMS Daily Used IM IM Daily Used Email Email Daily
Mobile messaging by type
(millions) / % of total base
92%
61%
32%
15%
47%
28%
Source: MobiLens™.
Data based on three month moving average to August 2012
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Since January 2011 WhatsApp Usage Has Increased Fivefold
-
1
2
3
Growth of WhatsApp usage in
UK (millions)
Source: MobiLens™.
Data based on three month moving average to August 2012
21 © comScore, Inc. Proprietary.
Browser The Most Common Access Method For Internet Services
Top 10 Internet categories by
access method (millions)
4
5
5
5
5
5
7
10
12
13
Entertainment news
Bank accounts
Photo / video sharing
Auction sites
Sports
Search
News
Maps
Weather
Social networking
5
5
5
8
8
9
9
11
12
17
Online retail
Photo / video sharing
Tech news
General reference
Entertainment news
Sports
Weather
News
Social networking
Search
Browser Application
Source: MobiLens™.
Data based on three month moving average to August 2012
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Top Visited Sites On Mobile Browser
Source: GSMA MMM
Sept 2012
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On Average Mobile Users Spend 23 Minutes Per Day on Facebook
39 pages viewed per day per visitor
15.7 million unique mobile visits
199 pages viewed per visitor
8 minutes per visit
3.6 million average daily visitors
Source: GSMA MMM
Sept 2012
23 minutes spent per day
24 © comScore, Inc. Proprietary.
35% of Smartphone Users Watch Mobile Video
11,026 10,502
5,950
2,036
Mobile Video(any)
Video Web Video TV Video Paid
Mobile video audience reach by
video category (000s)
Source: MobiLens™
Data based on three month moving average to August 2012
25 © comScore, Inc. Proprietary.
Mobile Shopping
26 © comScore, Inc. Proprietary.
Mobile Phone Increasingly Used to Assist in Shopping Activities
Shopping activities performed
(millions)
Source: MobiLens™
Data based on three month moving average to August 2012
4.8
5.1
5.4
5.5
6.0
7.9
Checked product availability
Found coupons or deals
Researched products
Compared prices
Made Online Purchase
Found store location
27 © comScore, Inc. Proprietary.
Phone Owners Are More Savvy Shoppers and Increasingly Using
their Phones in Store
Shopping activities performed
in store (millions)
Source: MobiLens™.
Data based on three month moving average to August 2012
0.8
1.1
1.5
1.6
2.0
2.2
3.2
3.5
7.0
9.0
Made Online Purchase
Checked product availability
Researched product
Found coupons or deals
Found store location
Compared prices
Scanned product barcode
Sent photo of product
Took picture of product
Contacted someone about product
28 © comScore, Inc. Proprietary.
Clothing and Accessories The Largest Category For Mobile Online
Purchases
0.1
0.3
0.3
0.3
0.3
0.3
0.5
0.6
0.8
0.8
1.0
1.1
1.1
1.3
1.5
2.2
Ground transportation
Flights
Automotive
Hotel
Flowers
Furniture
Gift certificates
Sports / Fitness
Personal care / hygiene
Daily deals / coupons
Take aways
CE / appliances
Groceries
Tickets
Books
Clothing / accessories
Goods and services purchased
on mobile (millions)
Source: MobiLens™.
Data based on three month moving average to August 2012
29 © comScore, Inc. Proprietary.
3.5 Million Phone Users Scan QR Codes
QR Source (millions) Scan Location (millions)
0.3
0.3
0.3
0.9
0.9
1.2
1.7
TV
Storefront
Card or brochure
Poster / flyer
Website on PC
Product packaging
Magazine / newspaper
0.2
0.6
0.7
0.7
1.1
2.1
Restaurant
Grocery store
At work
Outside / public
Retail store
At home
Source: MobiLens™.
Data based on three month moving average to August 2012
30 © comScore, Inc. Proprietary.
Product Information the Biggest Category For QR Code Results
Source: MobiLens
Data: Three month average ending July 2012
Country: EU5, N= 67,650
Result of scanning QR code
(%)
0.4
0.4
0.6
0.9
2.5
Charity / cause info.
Application download
Coupon or offer
Event information
Product information
Thank you!
For free graphical representations of key “data gems”
visit the comScore Data Mine at:
http://www.comscoredatamine.com/category/mobile/
Hesham Al-Jehani, Product Manager Mobile Europe
hal-jehani@comscore.com
Follow us on Twitter @comScoreEMEA