Mobile2012 L2 Think Tank

CLINIC:

Mobile!

comScore, Inc.!Jeremy Copp!

Module 1!

L2 Clinic Mobile - 24 January 2012 The Mobile Landscape in Europe

Jeremy Copp, Vice President Mobile Europe [email protected], +44 7876 567742

9 © comScore, Inc. Proprietary and Confidential.

Agenda

–  Mobile Landscape   Devices & Platforms   From Phones Towards Connected Devices

  Mobile Media   What? Content Consumption   When? Usage Patterns

Mobile Commerce   Engagement   Behaviour   Transactions

  Takeaways


Mobile Landscape Devices & Platforms From Phones Towards Connected Devices


Continued Rise of Smartphones

Product: MobiLens

Data: Three month average ending October 2010 vs October 2011

Country: EU5, N= 67,792

-‐10.0%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

Share of Smartpho

nes (%

)

Share of Smartpho

nes (%

)

Growth of Smartphone Audience

ES UK IT FR DE EU5

  Smartphone adoption has reached nearly 42%

  Growing 13 percentage points over the past year


Google & Apple Gaining in Platform Penetration

  Symbian still represents largest installed base, but declining.

  Google’s Android platform has grown rapidly to represent second largest audience.

Product: MobiLens

Data: Three month average ending October 2010 vs October2011


-‐6.2%

330.2%

54.3% 63.6%

-‐12.0%

162.6%

-‐50.0%

0.0%

50.0%

100.0%

150.0%

200.0%

250.0%

300.0%

350.0%

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

Symbian Google Apple RIM MicrosoO Other OS

% Year on

Year Growth

# Sm

artpho

nes (000)

Smartphone OperaSng Systems

Oct-‐2011 Growth


More Than Smartphones: the Tablets are Coming

  6.6% of EU5 mobile phone owners also used a tablet in October 2011.

  All five countries have similar audiences with between 2.9 million and 3.2 million tablet users.

Product: MobiLens

Data: Three month average ending October 2011


6.6%

8.8%

6.9%

6.8%

6.2%

5.4%

EU5

ES

IT

FR

UK

DE

ProporSon of Mobile Owners That Also Own Tablet


Connected Device View Changes Platform Market Dynamics

  Operating system platforms extend beyond smartphones to tablets and other connected devices.

  Symbian and Android lead the smartphone market; Apple leads in combined market share of platforms.

  30% of devices in use run Apple’s iOS platform.

Product: MobiLens



Other 4%

MicrosoO 5%

RIM 8%

Symbian 26%

Google Android 27%

Apple iOS 30%

0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000

Other

MicrosoO

RIM

Symbian

Google Android

Apple iOS

Audience Installed Base (000)

Smartphones

Tablets

Other Devices (iPod Touch)

OS Market Share Audience Installed Base


Tablet Demographics

  European tablet audience is predominantly male (61.9%).

  Largest share of tablet owners are aged 25-34 (22.3%)

  19.6% of owners are aged 35-44.

Product: MobiLens



Male; 56.3%

Female ; 43.7%

EU5 Smartphone Owners by Gender

Male; 61.9%

Female ; 38.1%

EU5 Tablet Owners by Gender


iPads Have Broad Appeal Beyond Apple Devotees

Product: MobiLens



210

180 164

103 97

Motorola LG Apple Samsung Sony Ericsson

Index of Smartphone OEM Owners to Apple iPad Owners

  iPhone owners over index on iPad ownership compare the average smartphone user

  Motorola and LG phone users though are more likely to own an Apple Tablet.


Mobile Media Content Consumption Usage Patterns


PCs Still the Dominant Access Method

  95.1% of EU5 browser based page views are from PCs

  Mobile phones accounting for a majority of the remaining non-computer traffic.

Product: Device Essentials

Data: October 2011

Country: EU5

95.1%

3.2%

1.4%

0.3%

4.9%

Share of Connected Device Traffic in EU5

PC

Mobile

Tablet

Other


Tablets and Mobile Users Access Different Content

  14.1% of page views in the Family & Parenting category are from mobile devices.

  Technology News sites over index in tablet traffic compared to the total internet indicating that tablet owners are technology early adopters.

Product: Device Essentials

Data: October 2011

Country: EU5

14.1%

12.5%

8.4%

8.3%

6.6%

Family & ParenSng

AutomoSve -‐ Resources

Health -‐ InformaSon

Career Services and Development

General News

Leading* Categories Accessed via Mobile in EU5

*Based on categories in which a majority of the sites have adapted our UDM Methodology, which u=lises census-‐level informa=on from tagged web page content.

4.9%

4.5%

4.0%

3.1%

3.1%

Home

Family & ParenSng

Technology -‐ News

PoliScs

Real Estate

Leading* Categories Accessed via Tablet in EU5

Share of Total Category Traffic


PCs for Lunch, Tablets for Dinner on Weekdays

  Most tablet activity was observed in the late evening between 9pm and 11pm.

  Otherwise mobile and tablet consumption patterns were similar with mobile traffic showing peaks during typical commuter travel hours (around 9am and 6pm).

  Computer-based traffic had its highest relative consumption during typical office hours, spiking around lunchtime.

Product: Custom Analytix

Data: 7 December 2011

Country: EU5

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

10%

12:00 AM 6:00 AM 12:00 PM 6:00 PM

Share of Device Page Traffic Over a Day: Wednesday 7 December 2011

Tablet Mobile Computer


Weekend Activity Closely Aligned

  Usage patterns of all three devices align more closely with one another at weekends.

  Two spikes occurred on the Saturday analysed at around 11am and 6pm.

Product: Custom Analytix

Data: 10 December 2011

Country: EU5

0%

1%

2%

3%

4%

5%

6%

7%

8%

12:00 AM 6:00 AM 12:00 PM 6:00 PM

Share of Device Page Traffic Over a Day: Saturday 10 December 2011

Tablet Mobile Computer


Mobile Media Usage Growing

  76% of EU5 smartphone owners are mobile media users, growing at 62% year-on-year.

  Mobile media usage in Germany & France growing quickest, but have smaller audiences currently.

Product: MobiLens



5,000

15,000

25,000

35,000

45,000

55,000

65,000

75,000

EU5 UK Germany France Italy Spain

Growth of Smartphone Owners (000) That Used Connected Media (Except SMS)

+ 61.8%

+ 89.4% + 72.0% + 32.4% + 62.0%

+ 62.1%


Social Networking On-the-Go

  In Europe the number of monthly mobile social networking users has grown 46% in the past year, to reach 57.4 million users in October 2011.

  More and more European consumers are using mobile social networking on a daily basis, this audience growing at 69% year-on-year.

Product: MobiLens-EU5, GSMA Mobile Media Metrics-UK and Media Metrix-UK

Data: October 2011


41.6

4.8 2.7 1.3 1.1

75.7

19.5 14.9

7.8 6.6

Facebook Twiger Linkedin Myspace Tumblr

Top 5 UK Social Networking Sites on Mobile* vs Classic Web by % Reach

Mobile (Browser Only) Classic Web

* Classic Web for UK includes all users over the age of 6+ while Mobile includes all ages


Mobile Commerce Engagement Behaviour Transactions


Mobile Retail Shows Rapid Growth

Product: MobiLens

Data: Three month average ending October 2010 vs October 2011


  Mobile retail is one of the fastest growing phenomena amongst smartphone users, with more than 13.6 million EU5 smartphone owners accessing a retail site in October 2011.

  UK had the largest audience (4.7 million), but Germany showed highest growth (112% y-o-y).

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

EU5 United Kingdom Germany Italy France Spain

Growth of Mobile Retail Users (000)

Oct 2010 Oct 2011

+ 95% + 112%

+ 40% + 89% + 88%

+85%


66.9%

85.3%

66.2% 60.0%

37.1% 45.0%

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0%

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

Auction Sites Online Retail Classifieds Shopping Guides Travel Service Automotive Services

% Y

oY G

row

th

% S

mar

tpho

ne

Retail / E-Commerce

Oct-10 Oct-11 Year on Year Growth

Double-Digit Growth in All Mobile Retail and E-Commerce Categories

  Access to all types of retail and e-commerce services is increasing in popularity.

  More than 14 million smartphone owners accessed auction sites such as eBay (14.7% of the audience), growing at 66.9% year-on-year.

  Online retail was accessed by 13.9% of EU5 smartphone owners and has increased its user base by 85.3% over the past year.

Product: MobiLens




2.4%

3.9%

4.5%

6.4%

6.6%

10.1%

10.9%

14.9%

21.8%

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

Checked product availability

Found coupons or deals

Researched product features

Compared product prices

Found store location

Sent picture of product to family/friends

Scanned a product barcode

Texted or called friends/family about a product

Took picture of a product

% Smartphone

Activities Performed in Retail Store

In Store Nearly Half of All Smartphone Owners Use Their Phone for a Shopping Activity

  46% of all smartphone owners have performed at least one of the shopping activities analysed while they were in a physical retail store.

  Taking a picture of a product is the most common activity with 21.8% reach amongst all ‘Mobile Shoppers’, followed by texting or calling friends or family about a product.

Product: MobiLens



46% of all EU5 Smartphone owners

have performed at least one of the shopping activities in October

2011


QR Codes Offer Mobile Engagement Mechanism

Product: MobiLens



12.1

14.9

13.2 12.5

10.0 9.6

EU5 DE UK FR ES IT

% of Smartphone Users Scanning QR/Bar Code

  Awareness and use of QR or bar codes in Europe is growing, with Germany leading the way in penetration.


The Smartphone Acts as a Bridge Between Different Types of Media

Product: MobiLens



  45.2% of QR Codes scanned are found in printed magazines or newspapers.

  Mobile successfully reaches different type of media; 7.0% of all QR Codes scanned are even seen on TV!

  QR Codes are mostly scanned while being at home, with a 58.7% reach among Smartphone owners who scanned a QR Code

  Retail Stores take second position with 24.4%

7.0%

9.3%

11.3%

24.3%

29.7%

32.8%

45.2%

0.0% 20.0% 40.0% 60.0%

TV

Storefront

Business card or brochure

Poster or flyer or kiosk

Website on PC

Product packaging

Printed magazine or newspaper

% Scanned QR Code with Smartphone

Source of QR Code Scanned

6.4%

18.4%

18.5%

21.3%

24.4%

58.7%

0.0% 20.0% 40.0% 60.0% 80.0%

Restaurant

At work

Grocery store

Outside or on public transit

Retail store

At home

% Scanned QR Code with Smartphone

Location When Scanning QR Code

11.9 Million Smartphone

owners scanned QR

Code


Deal-A-Day Conquers Mobile in Europe

Top 5 Deal-a-Day Brands

% Reach Among Deal-a-Day Users

Groupon 57.5%

LivingSocial 17.9%

Groupalia 16.9%

Daily Deal 6.1%

Gilt Groupe 5.6%

Product: MobiLens



  10.1% of EU5’s Smartphone owners used deal-a-day services in October 2011, which accounts for almost 10 million consumers.

  21.6% of deal-a-day users accessed the service almost every day.

  Groupon is by far the most popular brand among deal-a-day users with 57.5% reach.

21.6%

33.7%

44.7%

0.0% 5.0%

10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0%

Almost every day At least once each week

Once to three times throughout

the month

% S

mar

tpho

ne O

wne

rs U

sing

Dea

l-a-

Day

Frequency of Using Deal-a-Day


Takeaways


Takeaways

  The smartphone and tablet audience continues to grow rapidly –  Consumers are willing and able to engage in connected media –  Early days in terms of tablets as mass media device

  Connected devices offer constant, personalised access to content –  Used throughout the day –  Ever increasing mobile media user base

  Mobile retail and transaction is a reality –  Connected devices enable engagement online & bricks-and-mortar locations –  Use mobile to stimulate transactions

  Apple’s iOS is a good bet as a target platform for services –  Users have a high propensity to consume media –  Currently represents the highest volume platform for connected devices –  However, Android based device users show similar characteristics

  Consider the market carefully – how will you reach your target audience? –  The reality as revealed by measurement is often different from intuition

Thank you

[email protected]

Jeremy Copp

Mobile2012 L2 Think Tank

Business

Transcript of Mobile2012 L2 Think Tank