ComScore : mobile marketing

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

mailto:[email protected]

2 © comScore, Inc. Proprietary and Confidential.

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


Mobile Landscape

Devices, Platforms, Operators


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


Top 10 Recently Acquired Devices

Product: MobiLens



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


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



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


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



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


Mobile Usage

Browsing, Apps, Multi-channel, Brands


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


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



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


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



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


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


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



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


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



Mobile the response mechanism


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




Which services are the mobile audience using, and how?

Product: MobiLens



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


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



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


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




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


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


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)


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


Reaching a Mobile Audience

Interaction, Advertising, Response


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



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


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


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




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


Country: EU5, N= 15,182

Received SMS Ad: 19.9 million

Responded to SMS Ad: 1.9 million


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



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:


Takeaways


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

Thank you

[email protected]

Jeremy Copp

ComScore : mobile marketing

Business

Transcript of ComScore : mobile marketing