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Web Goes Mobile Seminar Brussels - 19 Nov 2009 comScore Mobile Alistair Hill, Senior Product Manager & Analyst

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Page 1: WGM4 - Comscore

Web Goes Mobile Seminar

Brussels - 19 Nov 2009

comScore MobileAlistair Hill, Senior Product Manager & Analyst

Page 2: WGM4 - Comscore

THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™

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3© comScore, Inc. Proprietary and Confidential.

Agenda

– Mobile Media Overview

Mobile Internet and Advertising

Apps Consumption Overview

Mobile Census (MMM)

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4© comScore, Inc. Proprietary and Confidential.

33% (15.7 million) of Mobile Users Browse, Use an Application or Download - Mobile Media Users

The number of users who just use voice shows or have used SMS but not mobile media has declined 5% year on year.

Product: MobiLens

Data: Three month average ending June 09

Country: UK - N= 13,997

Mobile Media; 33%

SMS (and not mobile media); 56%

Just Voice; 11%

Market Segments

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Mobile Media Users (Mobile Browsers, Application Users and Downloader's) Growing 17% Year on Year

Product: MobiLens

Data: Three month average ending June 09

Country: UK - N= 13,997

200806 200807 200808 200809 200810 200811 200812 200901 200902 200903 200904 200905 20090625.0%

26.0%

27.0%

28.0%

29.0%

30.0%

31.0%

32.0%

33.0%

34.0%

35.0%

28.3%

32.7%

% Mobile Media Users

Mobile Media Users

% M

arke

t

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There Are Many Services Available on Mobile Devices, Ranking Their Popularity Gives Context.

Top 7 activities all relate to SMS, messaging and camera.

Product: MobiLens

Data: Three month average ending June 09

Country: UK - N= 13,997

Ranking Activity # Users % Users

  Total Market 233,000,000  

1 Sent text message to another phone 41,371,153 86.2%

2 Took photos 27,243,333 56.8%

3 Received an SMS Ad 18,299,709 38.1%

4 Used network services for photos/videos 15,762,055 32.8%

5 Sent photo directly to another phone 14,666,843 30.6%

6 Played games 14,148,144 29.5%

7 Transferred photo to PC 14,122,969 29.4%

8 Set graphics with camera 12,746,373 26.6%

9 Captured video 12,652,969 26.4%

10 Listened to music on mobile phone 10,490,005 21.9%

11 News or Info via Browser 9,777,874 20.4%

12 Changed to native ringtone 8,930,825 18.6%

13 Changed to native graphic 8,868,941 18.5%

14 Made own ringtone 8,777,219 18.3%

15 Listened to side-loaded music 8,565,725 17.8%

16 Transferring video to PC 7,058,822 14.7%

17 Used email 6,945,371 14.5%

18 Social Networking 6,233,778 13.0%

19 News or Info via SMS 5,482,264 11.4%

20 Sent video directly to another phone 5,355,478 11.2%

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Different Services are Used by Different Demographics.Mobile Media Users Older and More Female Than Many Think

Younger demographics create their own ringtones, use social networking services, listen to music and watch on-demand video (web 2.0 type services).

Mobile internet services (browsing, apps and e-mail) skew 60-70% male.

Unlimited data plan subscribers average age 34.

Product: MobiLens

Data: Three month average ending June 09

Country: UK - N= 13,997

Higher on chart = more femaleFurther to right = olderSize of bubbles = # of users

27 28 29 30 31 32 33 34 3520.0%

25.0%

30.0%

35.0%

40.0%

45.0%

50.0%

55.0%

Mobile Media Users

Browsed for News / Info

Used email

Unlimited Data Plan Subscriber

Made own ringtone

Played a game

Social Networking

News/info via App

Listened to music

Ringback

TV

On-Demand Video

Purchased a game

Purchased a Ring-tone

Median Age

% F

emal

e

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There are 627 Separate Devices Being Used to Access Mobile Media in the EU5

Top 6 devices represent 15% of mobile media users, top 20 devices – 35%. There is an extremely long tail.

Although the iPhone gains a large amount of publicity it currently represents 6% of mobile media users.

Nokia has 28%, Sony Ericsson 24% and Samsung has 16% of mobile media users.

Product: MobiLens

Data: Three month average ending June 09

Country: UK - N= 13,997

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Agenda

Mobile Media Overview

– Mobile Internet and Advertising

Apps Consumption Overview

Mobile Census (MMM)

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10© comScore, Inc. Proprietary and Confidential.

Mobile Internet Services Booming

Device technology, data speeds (3G) and data plans enable the mobile internet to take off, content and services drive up-take.

News/info via applications shows highest annual growth rate at 117% year on year, closely followed by social networking at 113%.

Product: MobiLens

Data: Three month average ending June 09

Country: UK - N= 13,997

200806 200807 200808 200809 200810 200811 200812 200901 200902 200903 200904 200905 2009060.0%

5.0%

10.0%

15.0%

20.0%

25.0%

Mobile Internet Trends

News and Info via Browser News and Info via Application Social Networking E-mail (work or personal)

% M

arke

t

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27.0 29.0 31.0 33.0 35.0 37.0 39.0 41.038.0%

40.0%

42.0%

44.0%

46.0%

48.0%

50.0%PC Internet BrowsersPC Internet Social

Networkers

Mobile Browsers for News and Info

Mobile Social Net-workers

PC Internet vs Mobile Internet Demographics

Median Age

% F

emal

e

Higher on chart = more femaleFurther to right = olderSize of bubbles = # of users

Mobile Internet Users Younger than PC Internet Users

Mobile social networkers have the most even gender split amongst all groups shown. This provides an indication that mobile social networking may help to move mobile internet services out of early adopter mode.

Product: MobiLens + Media Metrix

Data: Three month average ending June 09

Country: UK - N= 13,997

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Information Snacking Genres Dominate Mobile Browsing with Search the Entry Point.

Local information also prominent, e.g. weather, maps, movie listings, business directories, etc.

Financial services (bank accounts) starting to emerge.

Product: MobiLens

Data: Three month average ending June 09

Country: UK - N= 13,997

Web search

Sports information

Entertainment news

Tech news

Movie information

Financial account

Access: bank accounts

Business directories

Traffic reports

Dating service

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%

Top Mobile Browsing Genres (excluding social networking)

% of news and info borwsers

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Retail Via the Mobile Internet Starting to Gain Traction

Product: MobiLens

Data: Three month average ending August 09

Country: UK - N= 15,517

200901 200902 200903 200904 200905 200906 200907 200908600,000

700,000

800,000

900,000

1,000,000

1,100,000

1,200,000

1,300,000

Mobile Retail Trends

Auction Sites Online Retail Bank Accounts Electronic Payments

Un

iqu

e U

sers

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46% of Mobile Owners Receive an SMS Adverts

Although the largest industries for SMS advertising are related to mobile products the growth is coming ‘traditional’ industries, e.g. Fashion, Travel and Restaurants.

Product: MobiLens

Data: Three month average ending June 09

Country: EU5 - N= 64,518

Mob

ile p

hone

or p

lan

Downlo

ads

for m

obile

pho

ne

Enter

tainm

ent

News

or in

form

ation

Financ

ial s

ervic

es

Trave

lFoo

d

Consu

mer

elec

tronic

s

Clothin

g/Fas

hion

Resta

uran

tsCar

s0%

2%

4%

6%

8%

10%

12%

-20%

-10%

0%

10%

20%

30%

40%

50%

60%

70%Recieved SMS Adverts by Industry Sector

% Market Year on Year Growth

% M

arke

t

% Y

ear

on

Yea

r G

row

th

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Mobile Banner Advertising – Brand Snapshots

Brand: Walkers Crisps

Publishers: Campaign ran across 7 separate mobile sites, including 2 operator portals.

Creatives: 94 separate creatives (includes different banner sizes).

Brand: Adidas

Publishers: 2 Campaigns ran across 3 different sites, Goal.com, Sky Mobile and Vodafone Live.

Creatives: 41 separate creative (including different banner sizes).

Product: Ad Metrix Mobile

Data: June 09

Country: UK

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Automotive Provides the Top Non-Mobile Sector for Mobile Banner Adverts

Of the 422 products that were seen being advertised using mobile banner adverts 13% were from non-mobile sectors.

Product: Ad Metrix Mobile

Data: June 09

Country: UK

Mobile Games and Applications

Mobile Publishing

Mobile Personalization

Mobile Music & Video

Mobile Social Media

Broadcasting & Cable TV

Casinos & Gaming

Movies & Entertainment

Internet Software & Services

Wireless Telecommunication Services

Application Software

Automobile Manufacturers

Food Retail

Apparel Retail

Apparel, Accessories & Luxury Goods

0.0% 5.0% 10.0% 15.0% 20.0% 25.0%

% of Mobile Banner Adverts by Industry Sector(Blue Bars Mobile Sectors - Red Bars -Non-Mobile Sectors)

% of products being advertised

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Agenda

Mobile Media Overview

Mobile Internet and Advertising

– Apps Consumption Overview

Mobile Census (MMM)

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There are 5.4 million Apps Users Per Month * – 11.7% of the Total Market

* Apps users defined as players of downloaded games or application users for social networking, news and info, email or IM services.

• 63% of these users do not own a smartphone.

Product: MobiLens

Data: Three month average ending July 09

Country: FR- N= 11,862

Non-Smartphone Smartphone0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

63%

37%

88%

12%

Apps UsersTotal Market

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Top Apps for News and Info Show: Maps and Weather Prominent

The amount of local services being used helps to show the potential for using mobile as a marketing channel for local business, e.g. local listings, search in maps, etc.

Product: MobiLens

Data: Three month average ending July 09

Country: FR- N= 11,862

Weather

Maps

Social Networking/Chat/Blog

Search

Entertainment news

News

Business directories

Television guides

Traffic

Sports information

39%

36%

24%

22%

21%

19%

19%

17%

16%

13%

Top Mobile Application Genres (Consumption)

% of News & Info Apps Users

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Top 20 Applications downloaded – Overall

France Only – July 2009 Data

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comScore iTunes Benchmarker identifies trends in Category Usage as well as Free/Paid Apps

Sports

Travel

Reference

Lifestyle

Social Networki

Music

Utilities

Entertainment

Games

14%

17%

21%

27%

30%

30%

31%

51%

73%

2%

1%

2%

3%

2%

7%

8%

17%

34%

% of Users by Category and Free/Paid – US June 2009

Paid Free

Over 73% of iTunes App Users have downloaded a Free Game

US Only - June 2009 Data

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New iTunes Apps Store Tracker Shows Top Apps Downloaded by iPhone and iPod Touch Users per Genre

Games Entertainment

Utilities

Title % of Install Base

PAC-MAN Lite 15%

Tap Tap Revenge 15%

Touch Hockey: FS5 (FREE) 14%

Sol Free Solitaire 11%

Checkers Free 10%

Title % of InstallsBackgrounds 13%BubbleWrap 11%

Lightsaber Unleashed 9%Movies 9%Remote 7%

Title % of Install BaseFlashlight. 11%iHandy Level Free 5%Textfree Lite 4%WiFinder 3%Night Stand 3%

Music

Pac-Man Lite, Backgrounds, Flashlight, and Pandora Radio were the top applications in the 4 most popular categories.

Title % of Install Base

Pandora Radio 10%

Shazam 8%

MiniPiano 6%

iheart radio 3%

DigiDrummer Lite 2%

US Only - June 2009 Data

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Agenda

Mobile Media Overview

Mobile Internet and Advertising

Apps Consumption Overview

– Mobile Census (MMM)

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GSMA Mobile Media Metrics results from Feasibility Study:

Top Mobile Sites vs. Top Internet Sites, December 2008: UK Mobile Phone Users (sample of UK Operators) and UK Internet Users*

Top 10 Mobile SitesSource: GSMA MMM

Top 10 PC Internet SitesSource: comScore MediaMetrix

Mobile Operator Sites Google Sites

Google Sites Microsoft Sites

Facebook.com Yahoo! Sites

Yahoo! Sites Facebook.com

BBC Sites eBay

Apple Inc. Sites BBC Sites

Microsoft Sites AOL (inc. Bebo)

Sony Online (inc. Sony Ericsson) Amazon Sites

Nokia Ask Network

AOL (inc. Bebo) Wikimedia Foundation Sites

Mobile Operator Sites accessed by 68% of mobile Internet audience in Dec 08. 167,648 mobile internet sites were measured in the Feasibility Study.

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Facebook: More Mobile Visits, Slightly Longer Online Sessions

Facebook usage is surprisingly similar on mobile and PC

mobile users spend 24 minutes on facebook, average 3.3 visits per day.

PC users spend 27.5 minutes per day; average 2.3 visits.

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Person centric panel of 2m internet users across 138 countries

covering site traffic, search, banner advertising, video,

extended web, media planning

Metered Panel

Next Generation Media Measurement

Server Census

Network CensusSurvey Sample

Online

Mobile Online

Mobile Offline

MobiLensPerson centric survey of ALL mobile

subscribers including operator & handset ownership & satisfaction, + offline mobile usage inc. bluetooth,

games, music, photo, sideloading etc.. + online usage of browsing, messaging, video and TV

GSMA MMMSIM centric census of online mobile

subscribers, including site traffic, search, connected apps, banner

advertising etc.. (& service messaging)

Media Metrix 360

Site centric traffic of leading sites via beaconing for hybrid methodology with panel measurement to create Media Metrix 360

GSMA MMM Demographicsfrom sample of mobile internet users

MobileSite census Wi-Fi traffic linked to GSMA

Page 27: WGM4 - Comscore

Thank You.

For more information, please contact

comScore Mobile [email protected]

THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™