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CLINIC:
Mobile!
comScore, Inc.!Jeremy Copp!
Module 1!
L2 Clinic Mobile - 24 January 2012 The Mobile Landscape in Europe
Jeremy Copp, Vice President Mobile Europe [email protected], +44 7876 567742
9 © comScore, Inc. Proprietary and Confidential.
Agenda
– Mobile Landscape Devices & Platforms From Phones Towards Connected Devices
Mobile Media What? Content Consumption When? Usage Patterns
Mobile Commerce Engagement Behaviour Transactions
Takeaways
10 © comScore, Inc. Proprietary and Confidential.
Mobile Landscape Devices & Platforms From Phones Towards Connected Devices
11 © comScore, Inc. Proprietary and Confidential.
Continued Rise of Smartphones
Product: MobiLens
Data: Three month average ending October 2010 vs October 2011
Country: EU5, N= 67,792
-‐10.0%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Share of Smartpho
nes (%
)
Share of Smartpho
nes (%
)
Growth of Smartphone Audience
ES UK IT FR DE EU5
Smartphone adoption has reached nearly 42%
Growing 13 percentage points over the past year
12 © comScore, Inc. Proprietary and Confidential.
Google & Apple Gaining in Platform Penetration
Symbian still represents largest installed base, but declining.
Google’s Android platform has grown rapidly to represent second largest audience.
Product: MobiLens
Data: Three month average ending October 2010 vs October2011
Country: EU5, N= 67,792
-‐6.2%
330.2%
54.3% 63.6%
-‐12.0%
162.6%
-‐50.0%
0.0%
50.0%
100.0%
150.0%
200.0%
250.0%
300.0%
350.0%
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Symbian Google Apple RIM MicrosoO Other OS
% Year on
Year Growth
# Sm
artpho
nes (000)
Smartphone OperaSng Systems
Oct-‐2011 Growth
13 © comScore, Inc. Proprietary and Confidential.
More Than Smartphones: the Tablets are Coming
6.6% of EU5 mobile phone owners also used a tablet in October 2011.
All five countries have similar audiences with between 2.9 million and 3.2 million tablet users.
Product: MobiLens
Data: Three month average ending October 2011
Country: EU5, N= 67,792
6.6%
8.8%
6.9%
6.8%
6.2%
5.4%
EU5
ES
IT
FR
UK
DE
ProporSon of Mobile Owners That Also Own Tablet
14 © comScore, Inc. Proprietary and Confidential.
Connected Device View Changes Platform Market Dynamics
Operating system platforms extend beyond smartphones to tablets and other connected devices.
Symbian and Android lead the smartphone market; Apple leads in combined market share of platforms.
30% of devices in use run Apple’s iOS platform.
Product: MobiLens
Data: Three month average ending October 2011
Country: EU5, N= 67,792
Other 4%
MicrosoO 5%
RIM 8%
Symbian 26%
Google Android 27%
Apple iOS 30%
0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000
Other
MicrosoO
RIM
Symbian
Google Android
Apple iOS
Audience Installed Base (000)
Smartphones
Tablets
Other Devices (iPod Touch)
OS Market Share Audience Installed Base
15 © comScore, Inc. Proprietary and Confidential.
Tablet Demographics
European tablet audience is predominantly male (61.9%).
Largest share of tablet owners are aged 25-34 (22.3%)
19.6% of owners are aged 35-44.
Product: MobiLens
Data: Three month average ending October 2011
Country: EU5, N= 67,792
Male; 56.3%
Female ; 43.7%
EU5 Smartphone Owners by Gender
Male; 61.9%
Female ; 38.1%
EU5 Tablet Owners by Gender
16 © comScore, Inc. Proprietary and Confidential.
iPads Have Broad Appeal Beyond Apple Devotees
Product: MobiLens
Data: Three month average ending October 2011
Country: EU5, N= 67,792
210
180 164
103 97
Motorola LG Apple Samsung Sony Ericsson
Index of Smartphone OEM Owners to Apple iPad Owners
iPhone owners over index on iPad ownership compare the average smartphone user
Motorola and LG phone users though are more likely to own an Apple Tablet.
17 © comScore, Inc. Proprietary and Confidential.
Mobile Media Content Consumption Usage Patterns
18 © comScore, Inc. Proprietary and Confidential.
PCs Still the Dominant Access Method
95.1% of EU5 browser based page views are from PCs
Mobile phones accounting for a majority of the remaining non-computer traffic.
Product: Device Essentials
Data: October 2011
Country: EU5
95.1%
3.2%
1.4%
0.3%
4.9%
Share of Connected Device Traffic in EU5
PC
Mobile
Tablet
Other
19 © comScore, Inc. Proprietary and Confidential.
Tablets and Mobile Users Access Different Content
14.1% of page views in the Family & Parenting category are from mobile devices.
Technology News sites over index in tablet traffic compared to the total internet indicating that tablet owners are technology early adopters.
Product: Device Essentials
Data: October 2011
Country: EU5
14.1%
12.5%
8.4%
8.3%
6.6%
Family & ParenSng
AutomoSve -‐ Resources
Health -‐ InformaSon
Career Services and Development
General News
Leading* Categories Accessed via Mobile in EU5
*Based on categories in which a majority of the sites have adapted our UDM Methodology, which u=lises census-‐level informa=on from tagged web page content.
4.9%
4.5%
4.0%
3.1%
3.1%
Home
Family & ParenSng
Technology -‐ News
PoliScs
Real Estate
Leading* Categories Accessed via Tablet in EU5
Share of Total Category Traffic
20 © comScore, Inc. Proprietary and Confidential.
PCs for Lunch, Tablets for Dinner on Weekdays
Most tablet activity was observed in the late evening between 9pm and 11pm.
Otherwise mobile and tablet consumption patterns were similar with mobile traffic showing peaks during typical commuter travel hours (around 9am and 6pm).
Computer-based traffic had its highest relative consumption during typical office hours, spiking around lunchtime.
Product: Custom Analytix
Data: 7 December 2011
Country: EU5
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
12:00 AM 6:00 AM 12:00 PM 6:00 PM
Share of Device Page Traffic Over a Day: Wednesday 7 December 2011
Tablet Mobile Computer
21 © comScore, Inc. Proprietary and Confidential.
Weekend Activity Closely Aligned
Usage patterns of all three devices align more closely with one another at weekends.
Two spikes occurred on the Saturday analysed at around 11am and 6pm.
Product: Custom Analytix
Data: 10 December 2011
Country: EU5
0%
1%
2%
3%
4%
5%
6%
7%
8%
12:00 AM 6:00 AM 12:00 PM 6:00 PM
Share of Device Page Traffic Over a Day: Saturday 10 December 2011
Tablet Mobile Computer
22 © comScore, Inc. Proprietary and Confidential.
Mobile Media Usage Growing
76% of EU5 smartphone owners are mobile media users, growing at 62% year-on-year.
Mobile media usage in Germany & France growing quickest, but have smaller audiences currently.
Product: MobiLens
Data: Three month average ending October 2011
Country: EU5, N= 67,792
5,000
15,000
25,000
35,000
45,000
55,000
65,000
75,000
EU5 UK Germany France Italy Spain
Growth of Smartphone Owners (000) That Used Connected Media (Except SMS)
+ 61.8%
+ 89.4% + 72.0% + 32.4% + 62.0%
+ 62.1%
23 © comScore, Inc. Proprietary and Confidential.
Social Networking On-the-Go
In Europe the number of monthly mobile social networking users has grown 46% in the past year, to reach 57.4 million users in October 2011.
More and more European consumers are using mobile social networking on a daily basis, this audience growing at 69% year-on-year.
Product: MobiLens-EU5, GSMA Mobile Media Metrics-UK and Media Metrix-UK
Data: October 2011
Country: EU5, N= 67,792
41.6
4.8 2.7 1.3 1.1
75.7
19.5 14.9
7.8 6.6
Facebook Twiger Linkedin Myspace Tumblr
Top 5 UK Social Networking Sites on Mobile* vs Classic Web by % Reach
Mobile (Browser Only) Classic Web
* Classic Web for UK includes all users over the age of 6+ while Mobile includes all ages
24 © comScore, Inc. Proprietary and Confidential.
Mobile Commerce Engagement Behaviour Transactions
25 © comScore, Inc. Proprietary and Confidential.
Mobile Retail Shows Rapid Growth
Product: MobiLens
Data: Three month average ending October 2010 vs October 2011
Country: EU5, N= 67,792
Mobile retail is one of the fastest growing phenomena amongst smartphone users, with more than 13.6 million EU5 smartphone owners accessing a retail site in October 2011.
UK had the largest audience (4.7 million), but Germany showed highest growth (112% y-o-y).
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
EU5 United Kingdom Germany Italy France Spain
Growth of Mobile Retail Users (000)
Oct 2010 Oct 2011
+ 95% + 112%
+ 40% + 89% + 88%
+85%
26 © comScore, Inc. Proprietary and Confidential.
66.9%
85.3%
66.2% 60.0%
37.1% 45.0%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0%
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Auction Sites Online Retail Classifieds Shopping Guides Travel Service Automotive Services
% Y
oY G
row
th
% S
mar
tpho
ne
Retail / E-Commerce
Oct-10 Oct-11 Year on Year Growth
Double-Digit Growth in All Mobile Retail and E-Commerce Categories
Access to all types of retail and e-commerce services is increasing in popularity.
More than 14 million smartphone owners accessed auction sites such as eBay (14.7% of the audience), growing at 66.9% year-on-year.
Online retail was accessed by 13.9% of EU5 smartphone owners and has increased its user base by 85.3% over the past year.
Product: MobiLens
Data: Three month average ending October 2011
Country: EU5, N= 67,792
27 © comScore, Inc. Proprietary and Confidential.
2.4%
3.9%
4.5%
6.4%
6.6%
10.1%
10.9%
14.9%
21.8%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0%
Checked product availability
Found coupons or deals
Researched product features
Compared product prices
Found store location
Sent picture of product to family/friends
Scanned a product barcode
Texted or called friends/family about a product
Took picture of a product
% Smartphone
Activities Performed in Retail Store
In Store Nearly Half of All Smartphone Owners Use Their Phone for a Shopping Activity
46% of all smartphone owners have performed at least one of the shopping activities analysed while they were in a physical retail store.
Taking a picture of a product is the most common activity with 21.8% reach amongst all ‘Mobile Shoppers’, followed by texting or calling friends or family about a product.
Product: MobiLens
Data: Three month average ending October 2011
Country: EU5, N= 67,792
46% of all EU5 Smartphone owners
have performed at least one of the shopping activities in October
2011
28 © comScore, Inc. Proprietary and Confidential.
QR Codes Offer Mobile Engagement Mechanism
Product: MobiLens
Data: Three month average ending October 2011
Country: EU5, N= 67,792
12.1
14.9
13.2 12.5
10.0 9.6
EU5 DE UK FR ES IT
% of Smartphone Users Scanning QR/Bar Code
Awareness and use of QR or bar codes in Europe is growing, with Germany leading the way in penetration.
29 © comScore, Inc. Proprietary and Confidential.
The Smartphone Acts as a Bridge Between Different Types of Media
Product: MobiLens
Data: Three month average ending October 2011
Country: EU5, N= 67,792
45.2% of QR Codes scanned are found in printed magazines or newspapers.
Mobile successfully reaches different type of media; 7.0% of all QR Codes scanned are even seen on TV!
QR Codes are mostly scanned while being at home, with a 58.7% reach among Smartphone owners who scanned a QR Code
Retail Stores take second position with 24.4%
7.0%
9.3%
11.3%
24.3%
29.7%
32.8%
45.2%
0.0% 20.0% 40.0% 60.0%
TV
Storefront
Business card or brochure
Poster or flyer or kiosk
Website on PC
Product packaging
Printed magazine or newspaper
% Scanned QR Code with Smartphone
Source of QR Code Scanned
6.4%
18.4%
18.5%
21.3%
24.4%
58.7%
0.0% 20.0% 40.0% 60.0% 80.0%
Restaurant
At work
Grocery store
Outside or on public transit
Retail store
At home
% Scanned QR Code with Smartphone
Location When Scanning QR Code
11.9 Million Smartphone
owners scanned QR
Code
30 © comScore, Inc. Proprietary and Confidential.
Deal-A-Day Conquers Mobile in Europe
Top 5 Deal-a-Day Brands
% Reach Among Deal-a-Day Users
Groupon 57.5%
LivingSocial 17.9%
Groupalia 16.9%
Daily Deal 6.1%
Gilt Groupe 5.6%
Product: MobiLens
Data: Three month average ending October 2011
Country: EU5, N= 67,792
10.1% of EU5’s Smartphone owners used deal-a-day services in October 2011, which accounts for almost 10 million consumers.
21.6% of deal-a-day users accessed the service almost every day.
Groupon is by far the most popular brand among deal-a-day users with 57.5% reach.
21.6%
33.7%
44.7%
0.0% 5.0%
10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0%
Almost every day At least once each week
Once to three times throughout
the month
% S
mar
tpho
ne O
wne
rs U
sing
Dea
l-a-
Day
Frequency of Using Deal-a-Day
31 © comScore, Inc. Proprietary and Confidential.
Takeaways
32 © comScore, Inc. Proprietary and Confidential.
Takeaways
The smartphone and tablet audience continues to grow rapidly – Consumers are willing and able to engage in connected media – Early days in terms of tablets as mass media device
Connected devices offer constant, personalised access to content – Used throughout the day – Ever increasing mobile media user base
Mobile retail and transaction is a reality – Connected devices enable engagement online & bricks-and-mortar locations – Use mobile to stimulate transactions
Apple’s iOS is a good bet as a target platform for services – Users have a high propensity to consume media – Currently represents the highest volume platform for connected devices – However, Android based device users show similar characteristics
Consider the market carefully – how will you reach your target audience? – The reality as revealed by measurement is often different from intuition