The Mobile Digital Omnivore

Transcription

1 The Mobile Digital Omnivore MDA Market Analysts Event: The future is here - where is the future? Hesham Al-Jehani, Product Manager Mobile Europe hal-jehani@comscore.com

2 Contents comscore Intro Mobile Device Trends Mobile Internet Mobile Shopping 2

3 comscore Introduction 3

4 comscore is a Global Leader in Measuring the Rapidly Evolving Digital World, Blanketing the Globe with a Local Presence NASDAQ Clients SCOR Employees 900+ Headquarters Global Coverage worldwide Reston, VA 170+ countries under measurement; 43 markets reported Local Presence 32 locations in 23 countries 4 V1011

5 Some of Our Largest EMEA Clients Include Media Owners / Advertisers Agencies 5 V1011

6 Mobile Device Trends 6

7 34% YoY 60% Smartphone Penetration in UK, Close to 30 million Smartphone Users Growth in smartphone user base UK (millions) Smartphone Feature 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 7 Source: MobiLens. Data based on three month moving average to August 2012

8 Almost 80% of All New Handset Acquisitions are Smartphones Newly acquired handsets in August 2012 Google 55% Feature 21% Smartphone 79% Symbian 2% Windows 4% RIM 12% Apple 25% 8 Source: MobiLens. Data based on three month moving average to August 2012

9 Three Quarters of the Smartphone Landscape Is Dominated by Android and ios Devices Smartphone platform market share and growth 19% 19% 38% 26% 20% 31% 22% 8% 16% 20% 29% 21% 42% 44% Aug 11 Aug 12 Other Microsoft Symbian RIM Apple Google 87% 47% 17% 32% -46% 9 Source: MobiLens. Data based on three month moving average to August 2012

10 Samsung The Largest OEM, But Apple the Largest OEM For Smartphones Device market share by OEM Motorola 2% Sony 7% LG 4% Other 7% Samsung 24% Nokia 9% LG 1% Other 3% Sony 6% Apple 29% HTC 9% HTC 15% RIM 10% Apple 17% Nokia 20% RIM 16% Samsung 21% Total Base = 49.5 Million Smartphone Base = 29.6 Million 10 Source: MobiLens. Data based on three month moving average to August 2012

11 Top 10 UK Smartphones iphone 4 3.3M HTC Wildfire S 0.9M iphone 4S 2.5M BB Curve M Galaxy S2 1.4M HTC Wildfire 0.7M Galaxy Ace 1.4M HTC Desire 0.6M BB Curve M Galaxy S3 0.6M 11 Source: MobiLens. Data based on three month moving average to August 2012

12 Tablets an Apple Phenomenon ipads Make up 60% of the Total Tablet Market in UK Tablet ownership among mobile users (000s) 6, million ipads Multimedia tablets now included in the basket of goods used by the ONS to calculate inflation in the UK for ,458 Aug 2011 Aug Source: MobiLens. Data based on three month moving average to August 2012

13 Mobile Internet 13

14 25% YoY 91% of Smartphone Users Connect to the Internet With Their Device Compared to a Quarter Of Feature Phone Users Used connected media (millions) Connected Media = Used browser, application, native , stream or download music and broadcast / on-demand video (does not include SMS) 14 Source: MobiLens. Data based on three month moving average to August 2012

15 Almost 17% of UK Internet Traffic Driven by Non-Computer Devices Share of non-pc device traffic in the UK PC, 82.6% Non PC, 16.8% Mobile, 10.8% Tablet, 6.1% Other, 0.6% 15 Source: Device Essentials, UK, September 2012

16 Apple ios Devices Generate 60% of UK Non-PC Traffic Platform share of UK tablet & mobile Internet traffic 12% 4% ios 42% 54% 4% ios Android Android 93% 7% 25% 60% RIM Other RIM 95% 5% Mobile Tablet Other 16 Source: Device Essentials, UK, September 2012

17 Almost 70% of All Mobile Phone Data Usage Takes Place Over a Wi-Fi Network Mobile phone traffic by network access method and platform Wi-Fi Mobile Network 69% 74% 44% 31% 26% 56% Mobile Traffic ios Android 17 Source: Device Essentials, UK, September 2012

18 Tablet Usage Overtakes PC and Smartphone Usage During the Weekday Evenings Share of device page traffic over a working day - Dec 11 10% 9% 8% 7% Tablet Mobile Computer 6% 5% 4% 3% 2% 1% 0% 12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM 18 Source: Custom Analytics

19 SMS Still The Dominant Messaging Platform 92% of Phone Users Use SMS Mobile messaging by type (millions) / % of total base 45 92% 30 61% % 8 15% 47% 14 28% Sent SMS SMS Daily Used IM IM Daily Used Daily 19 Source: MobiLens. Data based on three month moving average to August 2012

20 Since January 2011 WhatsApp Usage Has Increased Fivefold Growth of WhatsApp usage in UK (millions) 3 2 WhatsApp 1-20 Source: MobiLens. Data based on three month moving average to August 2012

21 Browser The Most Common Access Method For Internet Services Top 10 Internet categories by access method (millions) Browser Application Search 17 Social networking 13 Social networking 12 Weather 12 News 11 Maps 10 Weather 9 News 7 Sports 9 Search 5 Entertainment news 8 Sports 5 General reference 8 Auction sites 5 Tech news 5 Photo / video sharing 5 Photo / video sharing Online retail 5 5 Bank accounts Entertainment news Source: MobiLens. Data based on three month moving average to August 2012

22 Top Visited Sites On Mobile Browser 22 Source: GSMA MMM Sept 2012

23 On Average Mobile Users Spend 23 Minutes Per Day on Facebook 15.7 million unique mobile visits 199 pages viewed per visitor 3.6 million average daily visitors 39 pages viewed per day per visitor 23 minutes spent per day 8 minutes per visit 23 Source: GSMA MMM Sept 2012

24 35% of Smartphone Users Watch Mobile Video Mobile video audience reach by video category (000s) 11,026 10,502 5,950 2,036 Mobile Video (any) Video Web Video TV Video Paid 24 Source: MobiLens Data based on three month moving average to August 2012

25 Mobile Shopping 25

26 Mobile Phone Increasingly Used to Assist in Shopping Activities Shopping activities performed (millions) Found store location 7.9 Made Online Purchase 6.0 Compared prices 5.5 Researched products 5.4 Found coupons or deals 5.1 Checked product availability Source: MobiLens Data based on three month moving average to August 2012

27 Phone Owners Are More Savvy Shoppers and Increasingly Using their Phones in Store Shopping activities performed in store (millions) Contacted someone about product Took picture of product Sent photo of product Scanned product barcode Compared prices Found store location Found coupons or deals Researched product Checked product availability Made Online Purchase Source: MobiLens. Data based on three month moving average to August 2012

28 Clothing and Accessories The Largest Category For Mobile Online Purchases Goods and services purchased on mobile (millions) Clothing / accessories Books Tickets Groceries CE / appliances Take aways Daily deals / coupons Personal care / hygiene Sports / Fitness Gift certificates Furniture Flowers Hotel Automotive Flights Ground transportation Source: MobiLens. Data based on three month moving average to August 2012

29 3.5 Million Phone Users Scan QR Codes QR Source (millions) Scan Location (millions) Magazine / newspaper 1.7 At home 2.1 Product packaging 1.2 Retail store 1.1 Website on PC 0.9 Outside / public 0.7 Poster / flyer 0.9 Card or brochure 0.3 At work 0.7 Storefront 0.3 Grocery store 0.6 TV 0.3 Restaurant Source: MobiLens. Data based on three month moving average to August 2012

30 Product Information the Biggest Category For QR Code Results Result of scanning QR code (%) Product information 2.5 Event information 0.9 Coupon or offer 0.6 Application download 0.4 Charity / cause info Source: MobiLens Data: Three month average ending July 2012 Country: EU5, N= 67,650

31 Thank you! For free graphical representations of key data gems visit the comscore Data Mine at: Follow us on Hesham Al-Jehani, Product Manager Mobile Europe