The who, what, when, why & how of mobile consumers
Mobile Usage Behaviours and Trends
Jeremy Copp, Vice President Mobile Europe [email protected], +44 7876 567742
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Overview
What? Mobile Landscape
Devices, platforms and operators
When? Mobile Usage
Browsing and Apps
Multi-channel engagement
Who? Brands and Service Engagement
How? Reaching a Mobile Audience
Interaction methods
Advertising and response mechanisms
Takeaways
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Mobile Landscape
Devices, Platforms, Operators
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The United Kingdom Mobile Universe - Overview
Product: MobiLens
Data: Three month average ending July 2011
Country: UK, N= 15,182
Total UK Mobile Universe: 48,500,000
O2, 27.5%
Vodafone , 20.1%
Orange , 19.7%
T-Mobile , 10.6%
Virgin Mobile ,
7.4%
3, 6.2%
Tesco , 5.3%
Other , 3.1%
Operator Share Motorola,
3.1%
Nokia, 27.3%
Samsung , 19.2%
Sony Ericsson,
10.8% LG , 5.1%
Apple, 11.6%
HTC, 7.6%
RIM , 8.2%
Other , 7.1%
OEM Share
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Top 10 Recently Acquired Devices
Product: MobiLens
Data: Three month average ending July 2011
Country: UK, N= 15,182
3.HTC-Wildfire
492,000
1. Apple-iPhone 4 16GB
686,000
2.RIM-BlackBerry Curve 8520
543,000
4.HTC-Desire
299,000
5.Samsung-Galaxy S I9000
8GB
243,000
6.RIM-BlackBerry Curve 9300
236,000
7.Samsung-Tocco Lite S5230
233,000
8.HTC-Wildfire S
216,000
9.RIM-BlackBerry Torch 9800
215,000
10.HTC-Desire HD
212,000
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Google’s Android Has Taken the Lead in the Race with Apple
Google’s Android has rapidly grown to represent 29.5% of Smartphone owners
in the UK, overtaking Apple for the first time. With 26.2% Smartphone share,
Apple takes 2nd position.
Symbian based devices no longer account for the largest proportion of
smartphones: market share has dropped rapidly from over 35% to just over 20%.
Product: MobiLens
Data: Three month average ending July 2011
Country: UK, N= 15,182
Smartphone 44.4%
Not Smartphone
55.6%
+54%
YoY -22%
YoY
9.7%
29.5% 29.0%
26.2%
36.6%
20.4%
15.7% 18.5%
7.0% 3.0%
2.0% 2.4% 0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11
% S
mart
ph
on
e
Smartphone OS Trend
Google Apple Symbian RIM Microsoft Other Smartphone OS
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iOS Platform Leads the Market in Installed Base For Tablet Devices
Total number of Primary Smartphone Handsets and Connected Devices (excluding e-reader): 27.1 million
devices
iOS based devices account for 39.1% of this combined installed base.
Product: MobiLens
Data: Three month average ending July 2011
Country: UK, N= 15,182
Symbian, 16.2%
Apple iOS, 39.1%
Android OS, 25.3%
RIM , 15.1%
Microsoft, 2.5%
Other , 1.9%
Platform Installed Base Share
5,644 6,342
4,385 3,993
648 515
4,934
493
96
18
0
2,000
4,000
6,000
8,000
10,000
12,000
Apple iOS Android OS
Symbian RIM Microsoft Other
# o
f D
ev
ices (
000)
Platform Split by Device Type
Smartphones Connected Devices
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Mobile Usage
Browsing, Apps, Multi-channel, Brands
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UK Mobile
7.7 Billion minutes online
Over 23 million people
are going to spend
This Month Source: comScore Media Metrix, GSMA June 2011 UK data
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Browser and Application Usage Showing Continuous Growth
Browser and application usage continues to grow, with application usage growing stronger.
With 51%, half of the UK mobile market now use apps or their mobile browser
Product: MobiLens
Data: Three month average ending July 2011
Country: UK, N= 15,182
31.5%
37.4%
42.7% 45.0%
35.6%
20.4%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
Used Application (except native games)
Used Browser
% Y
oY
-Gro
wth
% M
ark
et
Browser and Application Usage Growth
Jul-10 Jul-11 Year-on-Year Growth
51.0%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
% M
ark
et
Used App OR Browser
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Mobile Media, 43.3%
SMS (and not mobile
media), 49.2%
Just Voice, 7.5%
Mobile Market Segments July 2010
51.4% of UK Mobile Phone Owners are Mobile Media Users)
The number of people who are just using SMS (and not mobile media) has declined 17% year on year.
Mobile Media usage has grown 19% year on year with July 2011 seeing 4.0 million additional mobile
media users
Product: MobiLens
Data: Three month average ending July 2011
Country: UK, N= 15,182
Mobile Media User = Used browser, application, native email, stream or download music
and broadcast or on demand video (does not include SMS)
20.9 million
Mobile Media, 51.4%
SMS (and not mobile media),
41.0%
Just Voice, 7.6%
Mobile Market Segments July 2011
24.9 million
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Cross media use: most multi tasking happens after 6pm
0%
10%
20%
30%
40%
50%
60%
6-9am 9am-12pm 12-3pm 3-6pm 6-9pm 9pm-12am
None
PC/laptop
Radio
Newspaper/magazine
TV
Source: IAB’s Mobile & the Media Day Study, Jan 2011
Base: Average of 500 respondents, over 7 days
What other media, if any, did you use / view at the same time as you were using mobile media?
% o
f p
eo
ple
u
se
d in
w
ee
k
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But mobile holds consumer attention- for the most part
20
25
30
35
40
45
50
6-9am 9am-12pm 12-3pm 3-6pm 6-9pm 9pm-12am
mobile media
TV
Newspaper / magazine
Radio
PC / laptop
Source: IAB’s Mobile & the Media Day Study, Jan 2011
Base: Average of 500 respondents, over 7 days
Can you score each media in terms of your attention level out of a total of 100.
Ave
rag
e e
ng
ag
em
en
t s
co
re
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Mobile the response mechanism
40% agree they often use their
mobile if they see an
interesting ad
In Easy Living this
month there was a
dinner plate set featured
so I used my mobile to
look it up on the supplier
website and purchase it.
Katie Y
Source: IAB’s Mobile & the Media Day Study, Jan 2011
Base: Average of 500 respondents, over 7 days
Mobile the response mechanism
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Four implications …
1. Consumers are using mobile media as part of their daily
routine. Having a mobile presence is a hygiene factor.
2. Mobile presents brands with different opportunities
throughout the day- make sure your offering fits with what
consumers need.
3. Brands need to ensure their site works on mobile, it’s
become part of good customer service
4. Mobile should be considered in all advertising campaigns as
a potential response mechanism
Source: IAB’s Mobile & the Media Day Study, Jan 2011
Base: Average of 500 respondents, over 7 days
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Which services are the mobile audience using, and how?
Product: MobiLens
Data: Three month average ending July 2011
Country: UK, N= 15,182
0 2,000 4,000 6,000 8,000 10,000 12,000
search
social networking
news
weather
sports information
entertainment news
general reference
tech news
photo or video sharing service
maps
movie information
stock quotes or financial news
online retail
bank accounts
auction sites
television guides
restaurant information
traffic reports
shopping guides
job listings
Audience (000)
Media Category by Access Method
SMS
Browser
App
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Behind the Scenes: What’s Going on With Social Networking Sites in
the United Kingdom?
33.1% of all UK mobile phone owners accessed mobile Social Networking in July 2011.
With 57% of those accessing ‘almost every day’, ever wondered what users do, when logging in to their
Social Networking service?
By far the most popular activity is reading posts from friends or family, followed by posting an own status
update.
Product: MobiLens
Data: Three month average ending July 2011
Country: UK, N= 15,182
33.1% of the UK
Mobile Market access
Social Networking
services on their
phone
86%
73%
53%
51%
32%
22%
21%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Read posts from people known personally
Posted status update
Followed posted link to website
Read posts from organizations/brands/events
Posted link to website
Received coupon/offer/deal
Clicked on advertisement
% Accessed Social Networking Service
Social Networking Activities
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64%
25% 22%
0%
10%
20%
30%
40%
50%
60%
70%
Accessed via Browser
Accessed via Application
Accessed via SMS
% A
cce
ssed
Ban
k A
cco
un
ts
Methods of Accessing Bank Accounts
16%
37%
46%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Almost every day At least once each week
Once to three times throughout
the month
% A
cce
ssed
Ban
k A
cco
un
ts
Frequency of Accessing Bank Accounts
Mobile Banking Up 29% Since August 2010
4.7 Million accessed bank accounts on mobile, that’s 10% of the total UK Mobile
Audience.
16% access their accounts almost every day and 64% access via their mobile
browser.
Product: MobiLens
Data: Three month average ending July 2011
Country: UK, N= 15,182
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US and Canada Ahead of EU5 and Japan in Mobile Banking
Mobile Banking in Japan has less than half the penetration in the US. Only 6% made use of the service
in June 2011.
The Japanese market does however profit from a service called ‘Mobile Wallet’, which allows consumers
to use their mobile phones to pay for a variety of services – instead of using cash or credit/debit cards.
8.5 million made a purchase using Mobile Wallet in June 2011, 77% of those in a retail or convenience
store.
Product: MobiLens
Data: Three month average ending June 2011*
(*with the exception of Japan , Canada - 1 month data June 2011)
Country: US, N= 30,966, EU5, N=66,737, JP, N= 5,000 , CA, N= 5,500
14% 13%
9%
6%
0%
2%
4%
6%
8%
10%
12%
14%
16%
US Canada EU5 Japan
% M
ark
et
Accessing Bank Accounts - Global
4%
14%
24%
29%
34%
77%
0% 50% 100%
Other
Restaurant
Grocery store
Public transportation
Vending machine
Retail or convenience store
% Used Mobile Wallet in Month
Location of Mobile Wallet Use Japan
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Over the top plays attract greater audience than operators
11,663,497
9,899,979
4,091,448 4,051,338 3,562,765 3,443,350 3,139,697 2,925,281 2,677,549 2,444,354
Top 10 Mobile Web Properties by Unique Visitors
Source: comScore GSMA MMM, June 2011
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Facebook rules the social web
Source: comScore GSMA MMM, June 2011
3,605,556
466,878
125,209 123,049 113,011 111,380 100,641 73,952 57,591 45,216
Top 10 Mobile Properties by Time Spent - Total Minutes (000)
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Connected Mobile Apps – Google Maps Leads the Way in the UK
Source: comScore GSMA MMM, July 2011
FOOTBALL
7,053,278 Unique Visitors
3,886,816
2,915,347
2,171,648
1,701,422
1,286,333
1,013,318
910,884
770,713
662,683
626,185
614,468
600,978
599,595
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Reaching a Mobile Audience
Interaction, Advertising, Response
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Web and App Ads Become More Frequent in the UK
The overall recall of web/app ads has grown by 41% since August 2010
13% of the UK mobile market recalled seeing a web/app ad in July 2011
The group of 25-34 year olds seems to have the best recollection of seeing ads on their phone, therefore
they are the ideal target group for banner ads
Product: MobiLens
Data: Three month average ending July 2011
Country: UK, N= 15,182
20% 26%
27%
31%
53% 44%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Aug-10 Jun-11
% R
ecall
Seein
g a
Web
/Ap
p A
d
Frequency of Recalling Seeing a Web/App Ad
Almost every day
At least once each week
Once to three times throughout the month
10%
22%
29%
19%
11%
9%
0% 5% 10% 15% 20% 25% 30%
13-17
18-24
25-34
35-44
45-54
55+
% Recall Seeing a Web/App Ad
Age of Mobile Owners Who Recall Seeing a Web/App Ad
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Young males lead in remembering display ad exposure (Web/App Ad)
29% of mobile owners who recall seeing an ad are between 25-34
55% 45%
Product: MobiLens
Data: Three month average ending June 2011
Country: EU5, N= 66,737
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35.9
25.7
16.0 15.6
4.4
66%
116%
-18%
94%
-30%
-40%
-20%
0%
20%
40%
60%
80%
100%
120%
140%
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
Apple Google Symbian RIM Microsoft
% Y
-o-Y
Gro
wth
% R
esp
on
ded
to
SM
S W
ith
Sm
art
ph
on
e
Responded to SMS Ad By Operating System
Jul-11 Y-o-Y Growth
Apple Device Owners Represent the Largest SMS Ad Response
Audience Amongst Smartphone Users
Product: MobiLens
Data: Three month average ending July 2011
Country: UK, N= 15,182
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67.1
23.0 21.8
5.0
8.4
15.9 15.4
34.9
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
Info about product/service/brand
Contest Coupon or discount Donation to charity/non-profit
% G
rou
p
SMS Ad Type - Received vs Responded
SMS Ad Received Responded to SMS Ad
Response Rates to SMS Ads
Product: MobiLens
Data: Three month average ending July 2011
Country: EU5, N= 15,182
Received SMS Ad: 19.9 million
Responded to SMS Ad: 1.9 million
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QR Codes – Source and Result
In July 2011, 2.5 million phone owners scanned QR Codes with their mobiles
The main reason for QR Code scanning is product information (63%). Product
information even accounts for 83% of all QR Codes found in a Printed magazine or
Newspaper.
Interestingly, Application downloads are mostly seen at Storefronts
Product: MobiLens
Data: Three month average ending July 2011
Country: UK, N= 15,182
83% 78%
74% 71%
68% 64%
53%
29% 31%
44%
29%
44%
34%
42%
17%
23%
48%
25% 26% 23%
38%
15% 18%
38%
19% 22%
30% 29%
5% 11%
23%
9%
20% 15%
32%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Printed magazine or newspaper
Product packaging Storefront TV Poster or flyer or kiosk
Website on PC Business card or brochure
What do Mobile Phone Owners Scan QR Codes for?
Product information Event information Coupon or offer Application download Charity/cause information
Source of QR Code
Result of Scanning:
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Takeaways
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Takeaways
The mobile media market in the UK is growing rapidly
– App and browsing usage is creating ever more opportunities for consumer engagement
– Don’t assume it is all about apps on iPhones!
Consider carefully the mobile audience you wish to reach
– Identify which media they engage with, how and through which devices
– Robust market intelligence data adds value to product and campaign planning & targeting
– The reality as revealed by measurement is often different from intuition
Don’t get left behind on mobile
– Full visibility of the mobile media market means no need to be blindsided