Post on 06-Apr-2018
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Digital Omnivores
Mark Donovan, SVP Mobile
November 2011
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Plan for Today
Introducing comScore
Connected Devices and Consumers
Smartphones and Mobile Media
The Rise of Connected Devices
Tablet OwnersThe Impact of Connected Devices on Digital Consumption
Tablets Today and Tomorrow
Presentation Available on Request
Follow and comment on Twitter#digitalomnivores
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3 comScore, Inc. Proprietary.
NASDAQ SCOR
Clients 1860+ worldwide Employees 900+
Headquarters Reston, VA
Global Coverage 170+ countries under measurement;43 markets reported
Local Presence 32 locations in 23 countries
comScore is a Global Leader in Measuring the Rapidly EvolvingDigital World, Blanketing the Globe with a Local Presence
V1011
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CENSUS
Unified Digital Measurement (UDM) Establishes Platform ForPanel + Census Data Integration
PANEL
Unified Digital Measurement (UDM)Patent-Pending Methodology
Adopted by 90% of Top 100 U.S. Media Properties
Global PERSON Measurement Global DEVICE Measurement
V1011
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Percentage of Machines Included in UDM Measurement
August 2011 Penetration Data
Europe
Austria 81%Belgium 88%Denmark 89%Finland 83%France 92%Germany 89%Ireland 89%Italy 85%Netherlands 88%Norway 89%Poland 81%Portugal 90%Spain 92%Sweden 90%Switzerland 85%Turkey 95%United Kingdom 91%
Asia PacificAustralia 89%China 69%Hong Kong 91%India 90%Indonesia 90%Japan 73%Malaysia 91%New Zealand 91%
Philippines 92%Singapore 90%South Korea 59%Russia 63%Taiwan 80%Vietnam 93%
North America
Canada 93%United States 90%
Latin America
Argentina 94%Brazil 97%Chile 95%Colombia 96%Mexico 94%Peru 97%Puerto Rico 89%Venezuela 93%
Middle East & Africa
Israel 92%South Africa 74%
V1011
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Most Households Have Only One PC
0% 10% 20% 30% 40% 50% 60%
1
2
3
4+
% Connected Devices per HH
PCs
Source: comScore Custom Analysis, August 2011
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But Nearly 40% Households Have 3+ Connected Devices
0% 10% 20% 30% 40% 50% 60%
1
2
3
4+
% Connected Devices per HH
All Devices
PCs
Source: comScore Custom Analysis, August 2011
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11 comScore, Inc. Proprietary.
Mobile and Connected Device Landscape Worldwide
Source: comScore Device Essentials, August 2011
7.2%
6.8%
6.8%
5.8%
5.3%
4.4%
3.9%
3.7%
2.3%
1.0%
Singapore
United Kingdom
United States
Japan
Australia
Canada
Spain
India
France
Brazil
Share of Traffic from Non-Computer Devices for Selected
Markets
Non-Computer Device Traffic
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Mobile Drives Non-Computer Digital Traffic
Source: comScore Device Essentials, August 2011
7.2%
6.8%
6.8%
5.8%
5.3%
4.4%
3.9%
3.7%
2.3%
1.0%
4.4%
4.6%
4.4%
4.8%
3.4%
2.1%
2.5%
3.4%
1.4%
0.6%
Singapore
United Kingdom
United States
Japan
Australia
Canada
Spain
India
France
Brazil
Mobile Share of Non-Computer Traffic for Select Markets
Non-Computer Device Traffic
Mobile Traffic
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Tablets Deliver Nearly 1 in 4 Non-Computer Page Views in SelectedMarkets
Source: comScore Device Essentials, August 2011
61.8% 67.6% 64.4%63.9%
47.3%
34.4% 24.7% 28.1%
29.7%
39.5%
3.8%7.7% 7.5%
6.4%
13.2%
Singapore UK U.S. Australia Canada
Breakdown of Non-Computer Device Traffic Among SelectedMarkets
Mobile Tablet Other
7.2%
Total Non- Computer
Traffic
6.8% 6.8%
5.3% 4.4%
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Smartphones and Mobile Media
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Smartphone Adoption Drives Growth in Mobile Media Consumption
Source: comScore MobiLens, U.S., 3 mon. avg. ending Aug-2011
MobileMedia,49.6%
Voice +Text,
25.5%
JustVoice,24.9%
U.S. Mobile Usage Overview
Smartphone36.1%
FeaturePhone63.9%
U.S. Smartphone vs. Feature Phone Share
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+26%
+34% +37%+24%
+28%+39% +36%
+41% +9% +14%
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
Top Mobile Activities by Total Audience (000)Aug-2010 Aug-2011
People used mobile media to connect with others, consumeinformation and enjoy entertainment
Source: comScore MobiLens, U.S., 3 mon. avg. ending Aug-2011 vs. Aug-2010
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Android Now Accounts for Largest Share of Smartphone Market
Source: comScore MobiLens, U.S., 3 mon. avg. ending Aug-2010 to Aug-2011
43.7%
27.3%
19.7%
5.7%
1.8% 1.6% 0.2%
Android Apple RIM
Microsoft Symbian Palm
Other
0
510
15
20
2530
35
40
4550
Aug-2010
Oct-2010
Dec-2010
Feb-2011
Apr-2011
Jun-2011
Aug-2011
S h a r e
( % )
Android Apple RIMMicrosoft Symbian Palm
Share of U.S. Smartphone Subscribers by Operating System
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But Apple Leads by Total OS Market Share by Audience Installed Base
Source: comScore MobiLens, U.S., 3 mon. avg. ending Aug-2011
Apple iOS43.1%
GoogleAndroid34.1%
RIM15.4%
OtherPlatforms
7.8%
Apple iOS
Google Android
RIM
Other Platforms
Mobile
Tablet
Other Devices(iPod Touch)
43.1%
34.1%
15.4%
7.8%
OS Market Share by Audience Installed Base
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19 comScore, Inc. Proprietary.Data: 3 Mo Avg ending Sept 2011
Source: comScore Mobilens US
0%
10%
20%
30%
40%
50%
60%
70% Share of Recent Handset Acquisitions
Not Smartphone Smartphone
+35%
-23%
A Majority of New Phone Acquirers Now Purchase Smartphones
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The Rise of Connected Devices
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The Tablet Graveyard 1.0
2002HP Compaq Tablet PC
1993 AT&T EOPersonal Communicator
1993
Apple Newton
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The US Smartphone Ramp
22
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
S m
a r t p
h o n e
O w n e r s
( 0 0 0 ' s )
US Smartphone Ownership
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Three Key Drivers of Connected Devices
1. Ubiquitous Network Connectivity2. Broad and Deep Content Availability3. Touch Interfaces
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7% of Internet Traffic in the U.S. Is Driven by Non-Computer Devices
Source: comScore Device Essentials, U.S., August 2011
93.2%
0.5%
1.9%
4.4%
6.8%
Share of Non-Computer Device Traffic in the U.S.
Computer Other Tablet Mobile
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7% of Internet Traffic in the U.S. Is Driven by Non-Computer Devices
Source: comScore Device Essentials, U.S., August 2011
68.2% 64.4%
22.5%28.1%
9.3%7.5%
May 2011 August 2011
Other
Tablet
Mobile
6.2% 6.8%
Total Non- Computer
Traffic
Breakdown of Non-Computer
Device Traffic
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Apple Controls an Even Greater Share of OS Market by Web Traffic
Source: comScore MobiLens, U.S., 3 mon. avg. ending Aug-2011
OS Market Share by Digital Traffic
Apple iOS58.5%
GoogleAndroid
31.9%
RIM5.0%
OtherPlatforms
4.6%
Apple iOS
GoogleAndroid
RIM
Other Platforms
Mobile
Tablet
Other Devices
58.5%
31.9%
5.0%
4.6%
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Increased WiFi Availability and Mobile Broadband Use DrivesConsumption on Devices
Source: comScore Device Essentials, U.S., August 2011
62.8%
9.2%
1.9%
37.2%
90.8%
98.1%
Mobile
Tablet
Other
Connection Type by Device
78.2%
52.7%
36.9%
8.5%
21.8%
47.3%
63.1%
91.5%
Android Phone
iPhone
Android Tablet
iPad
Connection Type by Device and OS
Mobile Access WiFi Access
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Tablet Owners and their Behaviors
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Tablet Users Display the Demographic Characteristics of EarlyTechnology Adopters: Younger Males with Above Average Income
Source: comScore MobiLens, U.S. 3 mon. avg. ending Aug-2011
54.7%
45.3%
Share of Tablet Audience by Gender
Male Female
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Tablet Users Display the Demographic Characteristics of EarlyTechnology Adopters: Younger Males with Above Average Income
Source: comScore MobiLens, U.S. 3 mon. avg. ending Aug-2011
6%
14%
29%
22%
15%
8%
6%
0%
5%
10%
15%
20%
25%
30%
35%
13-17 18-24 25-34 35-44 45-54 55-64 65+
Percent Share of Tablet Audience by AgeSource: comScore MobiLens, 3mo Avg ending Aug 2011, US
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Nearly Half of Tablet Owners Have a Household Income of $100k+ ,But Lower Priced Tablets Entering the Market Will Change This
Source: comScore MobiLens, U.S., 3 mon. avg. ending Aug-2011
6.3%
13.6%
18.3%
15.9%
45.9%
Share of Tablet Audience byHousehold Income
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3 of 4 Tablet Owners Access Email on their Device
74%
59%
53%
52%
35%
22%
18%
21%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Accessing email
Updating on social media sites
Sharing photos/videos via sites
Accessing Instant Messenger
Q: How often do you perform these communication/socialmedia activities on your tablet(s)?
Almost every day in the past month At least once in the past month
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More Than Half of Tablet Owners Consuming News Content on Device
58%
54%
54%
52%
49%
22%
22%
20%
18%
16%
World, national or local news
Sports content
Entertainment/music/celebrity news
Financial news
Technology news
Q: How often do you access these types of news/informationon your tablet?
At least once in the past month Almost every day in the past month
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Two Thirds of Tablet Owners Play Games on Their Device
67%
65%
62%
57%
57%
56%
49%
48%
48%
23%
19%
22%
18%
21%
19%
16%
17%
16%
Play a game
Watch short video clips on sites such as YouTube
Listen to music downloaded from a music service
Read an e-magazine or newspaper
Listen to music from a streaming/cloud-based service
Read an e-book
Watch on-demand video or TV episodes
Watch full length movies
Watch live broadcast TV programs
Q: How often do you perform these entertainment activities on your tablet?
At least once in the past month Almost every day in the past month
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Tablet Owners Surpass Smartphones in Entertainment Engagement
49%
58%
21%
67%62% 65%
Played Games Listened to Music Watched TV/Video
Monthly Penetration of Entertainment ActivitiesSmartphone Tablets
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Half of Tablet Owners Made a Purchase on Device in September
56%
54%
51%
51%
47%
46%
43%
Looked up product/price info for a specific store
Read customer ratings or reviews for an item
Compared product and price information
Searched for a nearby store
Created a shopping list
Checked a store`s inventory for an item`s availability
Shared product recommendations
Q: How often do you perform these shopping activities on yourtablet?
At least once in the past month
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Connected Devices Will Make an Impact in the Holiday Season
24%
33%
16%
34%34%
23% 23% 22%
Researching prices or itemsbefore shopping
Researching prices or itemswhile shopping
Purchasing an item online Finding deals, discounts orsales while shopping
% most likely to use a smartphone % most likely to use a tablet
Usage of Smartphones/Tablets for Holiday Shopping & Research
Q. Among the devices below, please indicate which you are most likely to use for each purpose thisholiday season? (among those who own both a tablet and a smartphone)
Source: comScore Survey October 2011
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The Impact of Connected Devices on DigitalConsumption
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Connected Devices Increasingly Key to Home Media Experiences
88%
64%
54%
37%
11%
Desktop/Laptop
Tablet
Mobile Phone
TV/Game Console
Other
Q: Which of the following devices do you use to connect tothe Internet at home?
Source: comScore Tablet Survey, September 2011, U.S .
Digit l C ti b D P t Sh V i g U g f D i
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Digital Consumption by Day Part Shows Varying Usage for DevicesThroughout a Regular Weekday or Weekend
Source: comScore Custom Analytics, U.S., August 2011
0%
2%
4%
6%
8%
10%
12:00 AM 6:00 AM 12:00 PM 6:00 PM
Share of Device Page Traffic for News Category
Mobile Tablet Computer
0%
2%
4%
6%
8%
10%
12:00 AM 6:00 AM 12:00 PM 6:00 PM
Weekday
Weekend
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Mobile Adds Incremental Reach for Key Publishers
Source: comScore Total Universe Report (Beta), U.S., August 2011
7.6%
10.0%
11.2% 9.1% 8.2%
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
New YorkTimes
USA Today LA Times WashingtonPost
Wall StreetJournal
T o
t a l U n
i v e r s e
A u
d i e n c e
( 0 0 0 )
Incremental Reach of Select News Properties
Home and Work Computer Audience
Incremental (Mobile and Connected Device) Audience
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Source: comScore Total Universe Report (Beta), U.S., August 2011
52%
22%
26%
Share of Visitors
Pandora Total Universe Audience by Share of Visitors
Home/Work PC andMobile
Home/Work PCOnly
Mobile Only
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Connected Devices Grow the Audience
Source: comScore Custom Analysis, August 2011
57%
29%
24%
13%
9%
0.2%
Maps
New/Information
Social Networking
Retail
Total Internet
Incremental Reach and Duration of Time Spent on Selected
Categories Relative to Computer Use for iPhone and iPad Owners
Incremental Reach
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But Biggest Impact is on Our Time
Source: comScore Custom Analysis, August 2011
57%
29%
24%
13%
9%
0.2%
920%
160%
190%
280%
250%
200%
Maps
New/Information
Social Networking
Retail
Total Internet
Incremental Reach and Duration of Time Spent on Selected Categories
Relative to Computer Use for iPhone and iPad Owners
Incremental Time Spent
Incremental Reach
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Tablets Today and Tomorrow
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Tablet Graveyard Version 2.0
Source: comScore Device Essentials, August 2011
iOS97%
Android, 2.5%
RIM, 0.3%Tablet
150+ Tablet ModelsLaunched in US in Last 2
Years
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Consumer demand for Apple and Amazon tablets is growing strongly
-
5,000
10,000
15,000
20,000
25,000
30,000
A u g - 1
0
S e p - 1
0
O c
t - 1 0
N o v - 1
0
D e c - 1
0
J a n - 1
1
F e
b - 1
1
M a r -
1 1
A p r -
1 1
M a y -
1 1
J u n - 1
1
J u
l - 1 1
A u g - 1
1
S e p - 1
1
O c
t - 1 1
iPad Kindle Kindle Fire
10%15%
7%
8% 3%
4%
3%
3%
2%
2%
Most likely to purchase for a friendor family member
Most likely to purchase for myself
Blackberry Playbook
HP TouchPad
Samsung Galaxy Tab
Amazon Kindle Fire
Apple iPad / iPad2
Tablets Consumers Are Most Likely to PurchaseSource: comScore Survey October 2011
U.S. Searches (000) for iPad, Kindle, Kindle FireSource: comScore Search Planner, Aug-10 Oct-11
+103% vs. YAGO
+30% vs. YAGO
Number of Searches for iPad has more than doubled since last October suggesting significant increase inpurchase consideration during lead-up to holiday season
Consumers are already picking the Kindle Fire as a high-value low-
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22% - Apple iPad / iPad25% - Samsung Galaxy Tab4% - Amazon Kindle Fire4% - Blackberry Playbook
3% - Motorola XOOM52% - None of these
Has the Most Features
Consumers are already picking the Kindle Fire as a high-value, low-price player in the tablet space
Consumer Perception of Tablet Brands
15% - Amazon Kindle Fire4% - HP TouchPad
4% - Asus Eee Pad Transformer 4% - Apple iPad / iPad2
3% - Motorola XOOM59% - None of these
Lowest Price
12% - Amazon Kindle Fire9% - Apple iPad / iPad2
5% - HP TouchPad5% - Samsung Galaxy Tab
3% - Motorola XOOM56% - None of these
Best Value For the Price
23% - Apple iPad / iPad24% - Amazon Kindle Fire4% - Blackberry Playbook
4% - HP TouchPad3% Samsung Galaxy Tab
52% - None of these
Has the Best Apps
Q. Please select in the below table which tablet you think fitsbest with each statement listedSource: comScore Survey October 2011 20% - Apple iPad / iPad2
8% - Amazon Kindle Fire5% - Samsung Galaxy Tab
4% - HP TouchPad3% - Motorola XOOM48% - None of these
Would Most Like to Own
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49 comScore, Inc. Proprietary.
Looking Ahead
Increasing numbers of consumers are digitally omnivorous Consuming a variety of digital content across multiple devices
Smartphones and Tablets increase time spent with digital content More personal, more tactile, rich media-forward
By next year, most US consumers will have a smartphones
Connected Devices world revolves around platform ecosystems as much, ifnot more, than the Web Tablet owners are voracious consumers of entertainment content Ensuring reach across platforms is important, and a cost
Tablet audience is ramping up with incredible speed But adoption still early and long-term winners TBD Other Android players and Microsoft must move swiftly in 2012 with both
devices and content ecosystems
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50 comScore, Inc. Proprietary.
A Final Thought
50
A decade ago we were focused onturning phones into thecomputers we knew.
computers in the image ofthe phones we love.
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Thank you
mdonovan@comscore.com
Mark Donovan
2007: Android the Clear Leader, iPhone Holds
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10%
34%
19%
6%
21%
10%
3%
2%
44%
26%
8%
2%
25% 29%
42%
19%
25%
27%
3%
45%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2005 2007 2009 2011
AndroidAppleRIMPalmSymbianMicrosoft
2007: Android the Clear Leader, iPhone HoldsOn
Source: comScore Mobilens US