State of Mobile Industry

Topics: IPhone, Smartphone, Television Pages: 44 (2697 words) Published: October 14, 2014
The State of Mobile

September 17, 2014

Gian Fulgoni
Co-Founder & Chairman Emeritus
comScore, Inc.

© comScore, Inc.

Proprietary.

Topics for Today

 Rise of the Digital Multi-Platform Majority
 Mobile App Landscape
 Mobile Advertising
 Mobile Commerce

 Monetizing Content Cross-Platform
 Key Takeaways
 Q&A

© comScore, Inc.

Proprietary.

2

Data sourced from comScore’s global panel of 2 million Internet users 2 Million Person Panel
360°View of Person Behavior

Web Visiting
& Search
Behavior

Online
& Offline
Buying

Online
Advertising
Exposure

PERSON-Centric Panel with
WEBSITE-Census Measurement

PANEL

CENSUS

Advertising
Effectiveness

Transactions
Media & Video
Consumption

PANEL

Demographics,
Lifestyles
& Attitudes

Unified Digital Measurement™ (UDM)

Mobile Internet
Usage & Behavior

Patent-Pending Methodology
1 Million Domains Participating
Adopted by 90% of Top 100 U.S. Media Properties

Plus 5 Million TV Set Top Boxes for 3-Screen Measurement
© comScore, Inc.

Proprietary.

V0411

3

Rise of the Digital Multi-Platform Majority

© comScore, Inc.

Proprietary.

The Brave New Digital World: Adoption of Smartphones & Tablets has dramatically changed the digital media landscape
Number of U.S. Device Owners
(Smartphone and Tablet)

200,000,000

Source: comScore MobiLens/TabLens 3 month average ending June 14

180,000,000

140,000,000
120,000,000
100,000,000
80,000,000
60,000,000
40,000,000

Number of Device Owners

160,000,000

172 MILLION

+22%
vs. YA

93
MILLION
+36%
vs. YA

20,000,000
0
2000

2001

2002

2003

2004

© comScore, Inc.

2005

Proprietary.

2006

2007

2008

2009

2010

2011

2012

2013

Jun-14

5

Digital engagement has doubled in the past three years, led by massive growth in mobile usage, but desktop engagement has not declined Total U.S. Internet Usage in Minutes (Billions) by Platform
Desktop, Smartphone, and Tablet

1,159 +17%

995
124

543

+83%
+1040%

442

11
131

+237%

401

429

December 2010

December 2013

© comScore, Inc.

Proprietary.

+7%

143

+16%

521

+17%

495

+15%

July 2014

Source: comScore Media Metrix Multi-Platform, Dec13 and Jul14 Note: Dec-2010 Smartphone and Tablet numbers are estimated based on earliest observed comScore smartphone engagement data calibrated by number of smartphone users at that time.

6

On average, for the top 10 leading properties, 34% of monthly visitors are mobile-only and 72% of mobile engagement relies on apps vs browser % of Mobile Time Spent
– Browser vs. App

Top 10 Properties: Total U.S. Digital Population
Unique Visitors (MM) by Platform

Source: comScore Mobile
Metrix, U.S., July 2014

Source: comScore Media Metrix Multi-Platform, U.S., July 2014

11%

Google Sites
Yahoo Sites

20%
18%

Microsoft Sites

27%

Facebook
AOL, Inc.

28%
34%

Amazon Sites

39%

Turner Digital
Twitter.com

CBS Interactive

217
208
206

67%

162

33%
21%

67%
79%

9%

91%

30%

43%
70%

0%

127

99%

41%
23%

113
Desktop + Mobile

80%

57%

122

39%
Desktop Only

20%

171

138

55%

Apple Inc.
Apple Sites

236

59%
77%

45%

Mobile Only

Browser

55%
App

Mobile = Smartphone + Tablet
© comScore, Inc.

Proprietary.

Mobile app usage for Apple.com Sites includes all Apple property apps (e.g. iTunes, Apple Maps, etc.)

7

Mobile App Landscape

© comScore, Inc.

Proprietary.

Strong growth in mobile app usage has propelled apps to a majority of digital engagement at 52%, while total mobile activity is at 60%

Share of U.S. Digital Media Time Spent Shifts by Platform
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., March 2013 - June 2014

65%
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