The Future of Mobile MeasurementMark ChamberlainManaging Director, Millward Brown Indonesia, Kantar

Kerry Brown Vice President, Southeast Asia, comScore, Inc.

Three Key Mega-Trends Shaping the Global Digital Eco System

28

83

3656 52

9478

% Device Ownership

2.8

Indonesia 2015Average number of devices owned*

Global 2015Average number of devices owned*

1.7

Feature phone

Smartphone Tablet Laptop Desktop

Ownership + Intention to buyOwnership

Any Mobile device

(FP/ SP/ Tab)

Any PC(Desktop +

Laptop)

36

84

14 278

97

32

The Indonesian Digital Consumer is Mobile Rather than Multi-Platform

Source: TNS Digital Life 2015

Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-150%

10%

20%

30%

40%

50%

60%

70%

PCMobileTabletOther

Platform Share of Page Views

Mobile to Overtake PC Share of Web Traffic by Year End

Source: comScore Device Essentials, February – August 2015, Indonesia

Devices have Played Different Roles Across the Day – how will this change with the rise of the Mobile Majority?

Shar

e of

Dev

ice P

age

Traffi

c on

a T

ypica

l Wor

kday

Tablets are used most at night

PCs are used most during working hours Mobile phones are

constant companions

LATE NIGHT

(12AM - 7AM)

EARLY MORNING

(7AM – 10AM)

DAYTIME

(10AM – 5PM)

EARLY EVENING

(5PM – 8PM) PRIME

(8PM – 12AM)

Source: comScore Device Essentials, June 2015, Indonesia

The Business Opportunity for Marketers

The Digital Measurement Challenge

Rising to the Mobile Measurement Challenge: Kantar and comScore Partnership

Stage 1 – Measuring Mobile

= Panel = Census Tags

Stage 2 – Measuring Mobile

= Panel = Census Tags

Stage 3 – Cross-Media Campaign Measurement

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