Building more informed_mobile_strategies

- Device and User Insights for Publishers

Building More Informed Mobile Strategies

2 © comScore, Inc. Proprietary.

TODAY’S PRESENTERS

Hans Fredericks VP, Mobile

comScore, Inc.

Craig Besnoy Managing Director and President,

North America

Netbiscuits


Netbiscuits at a Glance

Supported by an extensive Global Partner Network

15,000 Developers using the platform

Hosting over 110,000 web apps and sites

Market Impact

Best Mobile Web Publishing Platform

Leading Mobile Application Development Platforms 2012

Frost & Sullivan European Best

Practice Awards 2011

Best Mobile Apps Deployment Platform

The global leader in software solutions for adaptive mobile web experiences.

Ranked in Gartner Magic Quadrant Since 2009

3


COMSCORE’S INNOVATIVE MEASUREMENT APPROACH

2 Million Person Panel

360°View of Person Behavior

CENSUS

Unified Digital Measurement™ (UDM)

Patent-Pending Methodology

Adopted by 90% of Top U.S. Media Properties

PANEL

PERSON-Centric Panel with

SITE-Census Measurement

Web Visiting & Search Behavior Online

Advertising Exposure

Advertising Effectiveness

Demographics, Lifestyles & Attitudes

Media & Video Consumption

Transactions

Online & Offline

Buying

Mobile Internet Usage & Behavior

PANEL


Plan for Today

Introductions

The new digital landscape and consumer – the digital omnivore

Smartphone user behaviors and insights

Usage and behaviors across devices and platforms

Mobile device metrics

Best practices for your mobile strategies

Key Takeaways and Wrap Up


The New Digital Landscape and

Consumer – the Digital Omnivore


DIGITAL CONSUMPTION USED TO BE FAIRLY SIMPLE…


AND THEN MOBILE CHANGED EVERYTHING


Smartphone 51.0%

Not Smartphone

49.0%

U.S. Smartphone Penetration

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

# P

ho

ne O

wn

ers

(000)

Growth of U.S. Smartphone Installed Base

Smartphone Not Smartphone

SMARTPHONE PENETRATION PASSES 50% SHARE

In September 2012, 119 million Americans aged 13 and older owned a Smartphone, representing

51.0% of the mobile population.

The total Smartphone audience increased 36.5% year-on-year.

119.3 million

+47% Year on Year Growth

Source: comScore MobiLens, US

Data: Three month average September 2011 – September 2012


EVEN MORE METEORIC RISE OF TABLETS

Source: comScore MobiLens & TabLens U.S

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Devic

e O

wn

ers

40 MILLION

100 MILLION


DIGITAL OMNIVORES RELY ON MULTIPLE DEVICES


MULTI-DEVICE OWNERSHIP BECOMING THE NORM

In June 2012, 35.5% of all U.S. Smartphone users also owned other connected devices

Smartphones, tablets, and other connected devices are changing the way consumers seek

information, communicate, and engage online!


Data: One month snapshot - June 2012

25.5% also

own tablets

11.9% also

own eReaders

4.5% also own

other handhelds

like portable

gaming devices


TRAFFIC INCREASING ON CONNECTED DEVICES

80.0%

82.0%

84.0%

86.0%

88.0%

90.0%

92.0%

94.0%

96.0%

98.0%

100.0%

Other

Tablet

Mobile

PC

6%

from

Non-

PCs 10%

from

Non-

PCs

Trended Share of Web Traffic

Source: comScore Device Essentials, U.S., June 2011 - June 2012


PC 87.9%

Mobile 7.4%

Tablet 4.1%

Other 0.6%

Non-PC 12.1%

June 2012

PC 93.3%

Mobile 4.5%

Tablet 1.5%

Other 0.6%

Non-PC 6.7%

June 2011

NON-PC SHARE OF INTERNET TRAFFIC UP 81%

12.1% of Web traffic came from non-PC devices in June 2012 – up 81% year over year

Tablet share of traffic rising dramatically – up 173% year over year

Source: comScore Device Essentials, U.S., June 2011 - June 2012

Share of Non-PC Device Traffic in the

U.S.


Smartphone User Behaviors and

Insights


43.8% 48.6% 49.5%

61.6%

52.1% 49.3%

43.5% 39.9%

54.3% 57.7%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

% Y

oY

Gro

wth

# S

mart

ph

on

e O

wn

ers

(000)

Top 10 Smartphone Categories

June 2011 June 2012 YoY Growth

COMMUNICATIONS AND NEWS ARE TOP CATEGORIES


Data: Three month average June 2011 - June 2012


5,837

6,412

13,701

9,586

14,719

14,891

12,538

7,208

5,057

14,873

9,994

11,064

24,176

17,298

26,698

27,204

23,072

13,380

9,438

29,751

0 10,000 20,000 30,000 40,000

men's magazines content

home lifestyle

credit cards

health information

classifieds

online retail

electronic payments

adult entertainmentservices

insurance services

social networking check-in service

Top 10 Smartphone Categories by Growth

June 2012 June 2011

EMERGING RETAIL/COMMERCE, SOCIAL CHECK-IN

Broad retail/commercial sector

growth

Social networking with check-in

service doubles audience size

Online Retail now accessed by

more than 27 million Smartphone

owners

+100%

+87%

+86%

+84%

+83%

+81%

+80%

+76%

+73%

+71%

# Unique Users (000)

% YoY

Growth




SMARTPHONES ARE CHANGING COMMERCE

16%

16%

21%

22%

25%

38%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Shopping Guides

Deal-A-Day

ElectronicPayments

Credit Cards

Online Retail

Bank Accounts

E-commerce and Related Services Accessed By % of Smartphone Users June 2012


Data: Three month average ending June 2012


CONSUMERS SHOP – AND BUY ON-DEVICE

17%

18%

20%

21%

21%

22%

34%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%

Checked product availability

Purchased goods or services

Made shopping lists

Found coupons or deals

Researched product features

Compared product prices

Found store location

% Smartphone Audience

Shopping Activities with Smartphone June 2012


Data: Three month average ending June 2012


MOBILE SHARE OF E-COMMERCE GROWING

9% 8%

9% 8%

6% 6%

3% 3%

2%

Q22012

Q12012

Q42011

Q32011

Q22011

Q12011

Q42010

Q32010

Q22010

Percentage of Total e-Commerce Dollars Spent via Mobile or Tablet Device Source: comScore Mobile Measurements

Spike in percentage of

e-commerce sales via

mobile coincides with

surge in tablet ownership


SOCIAL, ENTERTAINMENT, GAMES LEAD ENGAGEMENT

71.8

42.9

37.0

12.1 11.1 10.4 9.0 8.5 7.5 7.2 6.8

Total Minutes (Billions) by Category, Browser/App Combined August 2012

Source: comScore Mobile Metrix 2.0, US

Data August 2012

*Excludes Services and Corporate Presence categories


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Technology

Business/Finance

Community

Games

Retail

News/Information

Portals

Social Media

Directories/Resources

Search/Navigation

Entertainment

Web

App

Top Smartphone Categories by UVs,

% Share of Time Spent by Access Method August 2012

APPS DOMINATE TIME SPENT IN MOST CATEGORIES


Data August 2012



0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Washington Post

Tribune Newspapers

Fox News Digital Network

CBS News

WeatherBug

NBC News

AccuWeather

Gannett Sites

CNN Network

New York Times

HPMG News

The Weather Channel

Google News and Weather

Yahoo!-ABC News Network

Web

App


Data August 2012

Top Smartphone News/Info Properties,

% Share of Time Spent by Access Method August 2012

VARYING USE OF WEB/APPS IN NEWS/INFO CATEGORY


APPS DRIVING GREATER ENGAGEMENT

Average Minutes per Visitor Aug 2012

Category Via App Via Browser Overall

Entertainment 403 64 412

Search/Navigation 57 41 70

Directories/Resources 85 40 106

Social Media 767 75 732

Portals 92 54 116

News/Information 76 36 91

Retail 145 39 134

Games 473 36 466

Community 94 50 95

Business/Finance 68 19 62

Technology 122 16 89


Data August 2012


25 © comScore, Inc. Proprietary. Source: Custom Mobile Retail Advisor Survey April 2012

Yes 40%

Yes, I would like to be alerted

46%

No, I would not be

interested 54%

No 60%

Yes, I use Check-in Services

38%

Yes, I would share my

location for a discount

No, I would

not share my location

No, I do not use check-in services

62% 45

55%

Check in services or sharing location for a reward/discount/deal at the store

Among Mobile Shoppers

Have you used a retail app to alert you about coupons/deals based on

your location (push notifications)?

Among Mobile Shoppers

OPPORTUNITIES FOR PUSH AND CHECK-IN


40% OF SMARTPHONE USERS WATCH MOBILE VIDEO

47,914 46,286

21,565 20,359

Mobile Video(any)

Video Web Video TV Video Paid

Mobile Video Audience Reach by

Video Category (000s) August 2012


Data: One month snapshot – August 2012


Usage And Behaviors Across

Devices and Platforms


TABLETS REINVIGORATING BROWSING

0 5,000 10,000 15,000 20,000 25,000 30,000

Search

Weather

Social Networking

News

Entertainment News

General Reference

Retail

Photo/Video Sharing

Sports

Technology News

Tablet Owners (1000s)

Top 10 News & Info Categories June 2012

App Browser

Source: comScore MobiLens and Tablens, US



NEW CONTENT OPPORTUNITIES ON TABLETS

74%

69%

61%

56%

51%

48%

60%

67%

49%

38%

25%

39%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Search

Weather

News

Entertainment News

Retail

Sports

Smartphone

Tablet

Reach of Top Tablet Categories June 2012




TABLETS CAN EXTEND REACH

28%

27%

22%

20%

18%

17%

17%

17%

14%

14%

12%

11%

10%

2%

General Reference

Retail

Health

Food/Recipes

Techology News

Entertainment News

Gaming Information

Shopping Guides

Credit Cards

Search

News

Stock Trading

Sports

Weather

Tablet Audience Advantage v. Smartphone (Reach Delta)

June 2012




TABLETS SURPASS SMARTPHONES ON ENTERTAINMENT

53% 48%

40%

68%

50% 51%

Played Games Listened to Music Watched TV/Video

Smartphone Tablet

Monthly Penetration of Entertainment Activities August 2012


Data: One month snapshot – August 2012


Metric (took action in past month) All tablet

owners

Apple

Index

Amazon

Index

Female 51% 96 113

$100k+ Household Income 36% 120 96

Read books 55% 82 137

Read magazines or periodicals 40% 102 111

Purchased goods or services 37% 116 95

Accessed News 60% 113 90

Accessed Social Networking 66% 110 99

Listened to Music 50% 111 94

Watched Video 51% 111 93

Apple vs. Amazon Owners – Metrics Comparison August 2012

DIFFERENT CONSUMERS ON DIFFERING TABLETS

Source: comScore Tablens, US

Data: Three month average August 2012


DEVICES HAVE DIFFERENT ‘BIORYTHMS’


Mobile Device Metrics


Traffic Share of Top 25 Devices -- Global

26%

4.39%

3.11%

2.63%

2.24%

1.51%

1.48%

1.03%

1.01%

0.88%

0.86%

0.85%

0.75%

0.72%

0.70%

0.63%

0.60%

0.57%

0.56%

0.54%

0.54%

0.52%

0.51%

0.52%

0.49%

Apple/iPhone (iOS 5.x)

Apple/iPhone 3G, 3GS, 4 (iOS 4.x)

Samsung/GT-i9100 (SPH-D710, Galaxy S2,…

Blackberry/8520 (Gemini, Curve)

Samsung /GT-I9000 (Galaxy S Series, T-…

Samsung /GT-i9100 (SPH-D710, Galaxy S2,…

Apple/iPod Touch (4G)(iOS 5.x)

Blackberry/9300 (Curve 3G, Onibi)

HTC/Desire HD (Ace) (Android 2.3)

Blackberry/9800 (Torch)

Samsung /GT-S5830 (Cooper, Ace) (Android…

Apple/iPod Touch (4G)(iOS 4.x)

Apple/iPhone; 3G; 3GS (iOS 2.2-3.2)

Samsung/GT-I9000 (Galaxy S, Vibrant, SGH-…

Apple/iPad, iPad2 (iOS 5.x)

Blackberry/9900 (9930, Dakota, Bold Touch)

HTC/Evo 4G (Supersonic) (Android 2.1)

HTC/Desire (ADR6200, ADR6275, Bravo,…

Samsung /GT-I9300 (Galaxy S III, Galaxy S3)…

Samsung/GT-I9000 (Galaxy S, Vibrant, SGH-…

Blackberry/9780

Nokia/N8-00

Nokia/Lumia 800

Motorola/XT910 (RAZR, Droid RAZR XT912,…

HTC/Sensation 4G (Pyramid, Z710a, Z710e)…

Top 25 Global Devices by Traffic Share

**Data from June 2012

35 © Netbiscuits 2012

36 © comScore, Inc. Proprietary. © Netbiscuits 2012

44.10%

6.40%

4.80%

4.20%

1.90%

1.90%

1.50%

1.50%

1.50%

1.40%

Apple/iPhone (iOS 5.X)

Apple/iPhone 3G, 3GS, 4 (iOS 4.X)

Samsung /GT-i9100 (Android 2.3)…

Blackberry/8520 (Gemini, Curve)

Samsung /GT-i9100 (Android 4.)…

Blackberry/9300 (Curve 3G, Onibi)

Apple/iPod Touch (4G) (iOS 5.X)

Blackberry/9800 (Torch)

HTC/Desire HD (Ace) (Android 2.3)

Samsung/GT-S5830 (Cooper, Ace)…

Traffic Share of Top 10 Devices by Country

32.20%

4.70%

2.70%

2.30%

1.70%

1.40%

1.40%

1.30%

1.10%

1.00%




HTC/Evo 4G (Android 2.2) (Supersonic)

Motorola/XT910 (Android 2.3)…

Motorola/Droid X (Android 2.3)…


Apple/iPad, iPad 2 (iOS 5.X)

Samsung /GT-I9000 (Galaxy S Series,…

LG/L5670 (Android 2.3) (US670…


36


Traffic Share of Top 10 Devices by Region

42.50%

9.60%

5.20%

3.30%

1.70%

1.70%

1.30%

1.20%

1.10%

1.00%



Apple/iPad, iPad 2 (iOS 5.X)


Samsung /GT-N700 (Android 2.3)…


Samsung /GT-S5830 (Cooper,…

Samsung /GT-N700 (Android 4.0)…



29.50%

5.80%

4.90%

4.00%

3.90%

2.40%

1.90%

1.90%

1.70%

1.70%




Samsung/GT-S5830 (Cooper, Ace)…

Samsung /GT-I9000 (Galaxy S Series,…

Apple/iPad, iPad2 (iOS 5.X)


Samsung /GT-S5570 (Galaxy Mini)…


SonyEricsson/MT11i (Android 4.0)…**Data from June 2012



Smartphone OS Traffic Share – U.S.

Android 45.81%

bada 0.02%

iOS 46.82%

meego/maemo 0.00%

PalmOS 0.02%

RIM OS 5.25%

Symbian 0.88%

WebOS 0.11%

Windows Mobile 0.12%

Windows Phone 0.98%




Smartphone OS Traffic Share - Global

Android 40.15%

bada 1.17%

iOS 39.20%

meego/maemo 0.07%

PalmOS 0.02%

RIM OS 10.48%

Symbian 5.41%



Windows Phone 3.05%




Smartphone OS Traffic Share – Eastern Europe

Android 50.11%

bada 1.23%

iOS 37.68%

meego/maemo 0.21%

PalmOS 0.00%

RIM OS 2.01%

Symbian 6.67%

WebOS 0.10%


Windows Phone 1.76%




Traffic Share by Device Type - Global

Consumer Electronics

0.06%

eReaders 0.01%

Media Players 2.81%

Smartphones 83.52%

Tablets 2.92%

TV & Set top 0.00%

Feature Phones 10.67%


© Netbiscuits 2012 41


Traffic Share by Device Type – Central/South America


0.17% eReaders 0.01%

Media Players 7.69%

Smartphones 62.79%

Tablets 5.48%

TV & Set top 0.00%





Traffic Share by Device Type – APAC (Developing)


0.06% eReaders 0.01%

Media Players 2.50%

Smartphones 70.95%

Tablets 12.13%

TV & Set top 0.00%





HTML5 Readiness of Top 10 Devices – U.S.

With only 48%, the USA provides the lowest level of HTML5 readiness out of 7 global markets we focus on. This results as much from a relatively low combined traffic share among the Top 10 devices (49.8%) as from a low number of devices (3) that provide an HTML5 readiness score of 59% or more. However, we do see a year over year improvement in individual HTML5 feature capability among top 10 devices.



With a total of 66%, Singapore provides the best HTML5 readiness of all markets we looked at. The Top 10 devices in Singapore account for a combined traffic share of 68.6% on the Netbiscuits Platform, which shows that the diversity among the most relevant mobile web access devices is relatively low in this market.

HTML5 Readiness of Top 10 Devices – Singapore



Best Practices For Your Mobile

Strategies


Mobile Strategy Buy-In

Success on mobile is achieved when the entire organization is vested in your mobile strategy

Mobile must become the mindset of the organization

– Editorial – CMS optimized for mobile including:

• collaborate via social/mobile integration

• associate mobile information with content

– Marketing – capture data based on:

• location, device type, time of day

– Ad Sales – agree on achievable metrics

– Commerce – “mobile sales” do not always occur

on the mobile device

– IT Departments – architect technology to

optimize UX based on mobile information



Everything is a Mobile Driver

Traditional marketing communications must have mobile elements to be effective.

Assume that when marketing messages are delivered your consumer is connected

The message must allow for immediate consumer feedback

Attach mobile drivers to all marketing messages

– QR Codes, SMS short codes, website/email hot links,

click to call

Leverage all the tools in your marketing tool-belt to activate mobile engagement



Mobile Optimization is a MUST

© Netbiscuits 2012

Content built for your PC-based experiences was not designed to translate to a mobile device

– Point and click mouse ≠ mobile touchscreen

– PC Workflow ≠ mobile workflow

comScore data shows that 12.1% of Website hits/pageviews came from a mobile device in June 2012

According to Google, two-thirds of smartphone users say a mobile-friendly site makes them more likely to buy a product or service

– 74% say they are more likely to return to the site later

– 50% say that even if they like a business, they’ll use its website less often if it is not mobile optimized

49


Device Categories

Create experiences that cater to each Device category

– Smartphone

– Tablet

– Feature Phone

– Large Screen vs. Small Screen

Within each category there are variances in hardware/chipset, speed, screen resolution

Take Device Diversity into account

– How are your customers using their devices

– Tablets for videos and reading

– Smartphones for communication, sharing

and more



Mobile ROI

The calculation of Mobile ROI should not be limited to engagements that occur on a mobile device

Activities performed on a mobile device many times results in online or brick and mortar engagements

– Search for locations, coupons, deals, sneak previews, etc.

Mobile activities that result in non-mobile engagements should be calculated against your Mobile ROI

– In-store comparison shopping

– Social sharing/Likes

– Product recommendations

– Content viewing/sharing

– Brick and mortar purchases



Optimize Your Mobile Advertising

Be a device detective….you must know whether a device can handle rich media, video, HTML5, 3D, 2D, GPS, and more

– Know your device type – smartphone, tablet, iPhone, Android, BBerry, etc.

– Make sure you’re passing this information to your ad server in order to target the

optimized ad

– Create multiple types of ads -- rich, static, video, text

Focus on post-click engagement

– Biggest mistake made by publishers and mobile marketers is lack of post click

engagement strategies

– It’s one thing to engage a consumer with a fancy ad, its another to activate them

to take action

All of your mobile ads should lead to mobile optimized landing pages

– Create and deliver landing pages that are optimized in both form and functionality

– Understand your mobile ad goals – registration, sweepstakes, and more



Geo-content

Identify opportunities to take advantage of GPS capabilities of smartphones and tablets to deliver geo-content

By capturing a consumers location, based on their device, you can map your content and/or ad targeting strategies to that location

Location-based content leads to delivery of more relevant content which drives more engagement and more revenue – Content based on weather at a location – Content based on store location within X distance of

consumer – Content based on previous engagements/user history – Content based on time of day – Content based on device type

Ensure your Mobile Development Platform, CMS and Adserver have fields for geo-location



Key Takeaways and Wrap Up


KEY TAKE AWAYS

Ubiquity of smartphones has created a mobile audience of scale

– And rapid rise of tablets adding new fuel to audience, changing habits

Traffic moving to mobile at an increasing rate – be ready

– To serve your users across differing devices and OS platforms

Mobile becoming key to commerce – and can add value at all stages

of customer purchase journey

Apps a big driver of usage, varying across and within categories,

but don’t ignore your browser audience – especially on tablets

Digital Omnivores on the rise

– Use multiple devices and access methods—web, apps, and

increasingly video—in different ways across their day

– The key challenge/opportunity for publishers and marketers


COMSCORE MOBILE TAGGING

Enable new multi-platform audience

measurement for Media Metrix® Multi-Platform

Demonstrate the full value of your audience

across Web, Smartphone and Tablet platforms

Tagging available at no cost to publishers

For more information or to begin tagging:

– http://direct.comscore.com (for free signup

and client log-in portal)

– [email protected] (for questions)

http://direct.comscore.com/

mailto:[email protected]


WRAP-UP AND Q&A

Hans Fredericks VP, Mobile

comScore, Inc.

[email protected]

www.comscore.com

Craig Besnoy Managing Director and President, North America

Netbiscuits

[email protected]

www.netbiscuits.com

@netbiscuits


http://www.comscore.com/


http://www.netbiscuits.com/

http://www.twitter.com/netbiscuits

Thank You.

THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™

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