The Mobile Digital Omnivore - comScore, Inc

MDA Market Analysts Event: The future is here - where is the future?

The Mobile Digital Omnivore

Hesham Al-Jehani, Product Manager Mobile Europe [email protected]

2 © comScore, Inc. Proprietary.

comScore Intro

Mobile Device Trends

Mobile Internet

Mobile Shopping

Contents


comScore Introduction


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 Evolving

Digital World, Blanketing the Globe with a Local Presence

V1011


Some of Our Largest EMEA Clients Include…

Media Owners / Advertisers Agencies

V1011

http://www.cnet.com/aboutcnet/company/index.html

http://go.msn.com/AH/0/

http://www.omnicomgroup.com/

http://www.meetic.com/

http://www.virginmedia.com/

http://mediacomuk.com/


Mobile Device Trends


60% Smartphone Penetration in UK,

Close to 30 million Smartphone Users

34%

Yo

Y

Growth in smartphone user base

UK (millions)

-

5

10

15

20

25

30

35

Aug 11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug 12

Smartphone Feature

Source: MobiLens™.

Data based on three month moving average to August 2012


Almost 80% of All New Handset Acquisitions are Smartphones

Feature 21%

Google 55%

Apple 25%

RIM 12% Windows 4%

Symbian 2% Smartphone 79%

Newly acquired handsets in August

2012




Three Quarters of the Smartphone Landscape Is Dominated by

Android and iOS Devices

Smartphone platform market

share and growth

42%

21%

20%

22%

20%

38%

Aug 11 Aug 12

Other

Microsoft

Symbian

RIM

Apple

Google

87%

47%

-46%

17%

32%

31%

26%

19%

19%

44%

29%

16%

8%




Samsung The Largest OEM, But Apple the Largest OEM For

Smartphones

Samsung 24%

Nokia 20%

Apple 17%

RIM 10%

HTC 9%

Sony 7%

LG 4%

Motorola 2%

Other 7%

Apple 29%

Samsung 21% RIM

16%

HTC 15%

Nokia 9%

Sony 6%

LG 1%

Other 3%

Device market share by OEM



Total Base = 49.5 Million Smartphone Base = 29.6 Million


Top 10 UK Smartphones

iPhone 4

3.3M

HTC Wildfire S

0.9M

iPhone 4S

2.5M

BB Curve 9300

0.7M

Galaxy S2

1.4M

HTC Wildfire

0.7M

Galaxy Ace

1.4M

HTC Desire

0.6M

BB Curve 8520

1.1M

Galaxy S3

0.6M



http://www.google.co.uk/aclk?sa=l&ai=Ck6jW-JR-UIvXG_CZ0wWikYC4CfuxnZwCu63JgiKckYziMAgAEAEgk6z7BVDpxYCgAWC7vq6D0AqgAbvEv-0DyAEBqQIaAevpyRK7PqoEH0_QU91shQnBkyqCGur60kUCbk2wwd6f4X9XkmKGL-egBho&sig=AOD64_25LIO1g892BjyahmYuqazj0SmP_w&ved=0CIgBEKMS&adurl=http://track.searchignite.com/si/cm/tracking/clickredirect.aspx?sicontent=0&sicreative=9025085699&sitrackingid=236449679


2,458

6,259

Aug 2011 Aug 2012

Tablets an Apple Phenomenon – iPads Make up 60% of the Total

Tablet Market in UK

Tablet ownership among mobile

users (000s)

Multimedia tablets now included

in the basket of goods used by

the ONS to calculate inflation in

the UK for 2012 4.7

million

iPads




Mobile Internet


91% of Smartphone Users Connect to the Internet With Their Device

Compared to a Quarter Of Feature Phone Users

Used connected media

(millions)

25%

Yo

Y

Connected Media = Used browser, application, native email, stream or download music

and broadcast / on-demand video (does not include SMS)




Almost 17% of UK Internet Traffic Driven by Non-Computer Devices

Share of non-PC device traffic in

the UK

PC, 82.6%

Mobile, 10.8%

Tablet, 6.1%

Other, 0.6%

Non PC, 16.8%

Source: Device Essentials™,

UK, September 2012


Apple iOS Devices Generate 60% of UK Non-PC Traffic

Platform share of UK tablet &

mobile Internet traffic

60% 25%

12%

4%

iOS

Android

RIM

Other


UK, September 2012

95%

93%

42%

5%

7%

54% 4%

RIM

Android

iOS

Mobile Tablet Other


Almost 70% of All Mobile Phone Data Usage Takes Place Over a Wi-Fi

Network

31%

69%

Mobile Traffic

Wi-Fi Mobile Network

Mobile phone traffic by network

access method and platform


UK, September 2012

26%

56%

74%

44%

iOS Android


Tablet Usage Overtakes PC and Smartphone Usage During the

Weekday Evenings

Source: Custom Analytics

Share of device page traffic

over a working day - Dec 11

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

10%

12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM

Tablet

Mobile

Computer


SMS Still The Dominant Messaging Platform – 92% of Phone Users

Use SMS

45

30

16

8

23

14

Sent SMS SMS Daily Used IM IM Daily Used Email Email Daily

Mobile messaging by type

(millions) / % of total base

92%

61%

32%

15%

47%

28%




Since January 2011 WhatsApp Usage Has Increased Fivefold

-

1

2

3

Growth of WhatsApp usage in

UK (millions)

WhatsApp




Browser The Most Common Access Method For Internet Services

Top 10 Internet categories by

access method (millions)

4

5

5

5

5

5

7

10

12

13

Entertainment news

Bank accounts

Photo / video sharing

Auction sites

Sports

Search

News

Maps

Weather

Social networking

5

5

5

8

8

9

9

11

12

17

Online retail

Photo / video sharing

Tech news

General reference

Entertainment news

Sports

Weather

News

Social networking

Search

Browser Application




Top Visited Sites On Mobile Browser

Source: GSMA MMM

Sept 2012

http://www.rovio.com/en


On Average Mobile Users Spend 23 Minutes Per Day on Facebook

39 pages viewed per day per visitor

15.7 million unique mobile visits

199 pages viewed per visitor

8 minutes per visit

3.6 million average daily visitors

Source: GSMA MMM

Sept 2012

23 minutes spent per day


35% of Smartphone Users Watch Mobile Video

11,026 10,502

5,950

2,036

Mobile Video(any)

Video Web Video TV Video Paid

Mobile video audience reach by

video category (000s)

Source: MobiLens™



Mobile Shopping


Mobile Phone Increasingly Used to Assist in Shopping Activities

Shopping activities performed

(millions)

Source: MobiLens™


4.8

5.1

5.4

5.5

6.0

7.9

Checked product availability

Found coupons or deals

Researched products

Compared prices

Made Online Purchase

Found store location


Phone Owners Are More Savvy Shoppers and Increasingly Using

their Phones in Store

Shopping activities performed

in store (millions)



0.8

1.1

1.5

1.6

2.0

2.2

3.2

3.5

7.0

9.0

Made Online Purchase

Checked product availability

Researched product

Found coupons or deals

Found store location

Compared prices

Scanned product barcode

Sent photo of product

Took picture of product

Contacted someone about product


Clothing and Accessories The Largest Category For Mobile Online

Purchases

0.1

0.3

0.3

0.3

0.3

0.3

0.5

0.6

0.8

0.8

1.0

1.1

1.1

1.3

1.5

2.2

Ground transportation

Flights

Automotive

Hotel

Flowers

Furniture

Gift certificates

Sports / Fitness

Personal care / hygiene

Daily deals / coupons

Take aways

CE / appliances

Groceries

Tickets

Books

Clothing / accessories

Goods and services purchased

on mobile (millions)




3.5 Million Phone Users Scan QR Codes

QR Source (millions) Scan Location (millions)

0.3

0.3

0.3

0.9

0.9

1.2

1.7

TV

Storefront

Card or brochure

Poster / flyer

Website on PC

Product packaging

Magazine / newspaper

0.2

0.6

0.7

0.7

1.1

2.1

Restaurant

Grocery store

At work

Outside / public

Retail store

At home




Product Information the Biggest Category For QR Code Results

Source: MobiLens

Data: Three month average ending July 2012

Country: EU5, N= 67,650

Result of scanning QR code

(%)

0.4

0.4

0.6

0.9

2.5

Charity / cause info.

Application download

Coupon or offer

Event information

Product information

Thank you!

For free graphical representations of key “data gems”

visit the comScore Data Mine at:

http://www.comscoredatamine.com/category/mobile/

Hesham Al-Jehani, Product Manager Mobile Europe

[email protected]

Follow us on Twitter @comScoreEMEA

http://www.comscoredatamine.com/category/mobile/

mailto:[email protected]



The Mobile Digital Omnivore - comScore, Inc

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