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The global mobile report 2015- 2016
The Global Mobile Report by Comscore provides insights into digital audience engagement across the US, Canada, and the UK, focusing on multi-platform usage which includes desktop, smartphones, and tablets. The report highlights that millennials are predominantly using mobile devices, with significant engagement in social networking and entertainment content. It emphasizes the necessity for media properties to optimize for mobile, as a large percentage of audiences access content exclusively through mobile platforms.
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The global mobile report 2015- 2016
- 1. © comScore, Inc.Proprietary.© comScore, Inc. Proprietary. 1 The Global Mobile Report How Multi-Platform Audiences & Engagement Compare in the US, Canada, UK and Beyond
- 2. © comScore, Inc.Proprietary. 2 The Global Mobile Report leverages data sources unique to comScore covering several geographies: • The report is based primarily on comScore MMX™ Multi-Platform, which provides deduplicated reporting of digital audiences across desktop computers, smartphones and tablets. • Multi-platform reporting accounts for unduplicated audience viewing across web, app and video content. • The report focuses on three markets: the US, Canada and the UK, the markets where unified market-level multi-platform reporting is currently available. • The Global Mobile Report will be expanded to include Multi-Platform insights from Spain and Brazil, with several other new markets in 2016. For more information about subscribing to MMX Multi-Platform, please contact us at www.comscore.com/learnmore. About This Report
- 3. © comScore, Inc.Proprietary. 3 The importance of de-duplicating platform audiences Multi-Platform Desktop (only) Mobile (only) Smartphone Tablet App Browser App BrowserBrowsing Video App
- 4. © comScore, Inc.Proprietary. 4 Multi-Platform Overview PAGE 5 Demographics PAGE 8 Content Categories PAGE 15 Media PAGE 21 Summary & Key Findings PAGE 31 Contents
- 5. © comScore, Inc.Proprietary.© comScore, Inc. Proprietary. 5 Multi-Platform Overview
- 6. © comScore, Inc.Proprietary. 6 Share of Digital Media Time: Platforms UK CANADA USA Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015 61%39% 52%48% 56%44% The US has the highest skew of usage time towards mobile at more than a 60/40 split, while Canada is closer to 50/50. DESKTOP MOBILE (PHONE & TABLET)
- 7. © comScore, Inc.Proprietary. 7 Share of Digital Media Time: Access Method UK CANADA USA Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015 Most mobile usage occurs via apps, particularly on smartphones. Smartphone app engagement has already surpassed desktop in the US. 39% 43% 6% 10% 2% 48% 31% 5% 14% 2% 44% 34% 7% 12% 3% DESKTOP SMARTPHONE (APP) SMARTPHONE (BROWSER) TABLET (APP) TABLET (BROWSER)
- 8. © comScore, Inc.Proprietary.© comScore, Inc. Proprietary. 8 Demographics
- 9. © comScore, Inc.Proprietary. 9 Demographic Analysis: Total Digital Audience Composition Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015 Canada’s Total Digital Population has the highest percentage of Age 18-34 Millennials and the lowest percentage of users 55 years and older. 37% 38% 25% 40% 44% 16% 39% 37% 24% AGE 18-34 AGE 35-54 AGE 55+
- 10. © comScore, Inc.Proprietary. 10 Demographics’ Share of Time Spent by Platform Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015 TABLET SMARTPHONE DESKTOP Smartphones are now driving the highest portion of digital media time spent amongst Millennials Age 18-34, a dynamic that is most pronounced in the US where they account for 61%, but is also true in Canada (47%) and the UK (50%). Desktop internet usage still accounts for a big slice of internet time among those Age 55+ in all three markets. 31%61%8% 37% 50% 13% 51% 30% 18% 39%47%14% 47% 36% 17% 61% 19% 20% 40%50%11% 46% 40% 14% 45% 28% 27%
- 11. © comScore, Inc.Proprietary. 11* Canada uses single month March 2015 data. Smartphone Platform Market Share by Market Source: comScore MobiLens, US, Canada, UK, 3 Mo. Avg. Ending March 2015* Android is the smartphone OS market leader among all demo segments in the three markets except 18-34 year-old Canadians. In the US, Android still leads among Millennials but iPhone only trails by a few percentage points. 51% 54% 54% 46% 49% 52% 51% 56% 59% 45% 40% 40% 47% 38% 32% 40% 29% 22% 4% 5% 6% 7% 12% 16% 9% 15% 19% ANDROID APPLE OTHER AGE 18-34 AGE 35-54 AGE 55+ AGE 18-34 AGE 35-54 AGE 55+ AGE 18-34 AGE 35-54 AGE 55+
- 12. © comScore, Inc.Proprietary. 12 Total Digital Media Hours Spent per Visitor by Market Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015 MOBILE DESKTOP Americans spend more time on digital media than Canadians and Brits across both the Millennial and Age 35+ segments, with the disparity between mobile and desktop minutes particularly noticeable for US Millennials. 88.6 39.1 66.6 43.344.4 46.0 69.9 45.8 43.9 18-34 35+ 18-34 35+ 18-34 35+ 48.6 52.5 60.7
- 13. © comScore, Inc.Proprietary. 13 Smartphone Penetration of Mobile Phone Owners by Market Source: comScore MobiLens, US, Canada, UK, 3 Mo. Avg. Ending March 2015* Across all markets, Millennials (18-34) have the highest smartphone penetration at 90%+. Penetration drops off considerably among those Age 55+. * Canada uses single month March 2015 data.
- 14. © comScore, Inc.Proprietary. 14 • Millennials are the most mobile. 18-34 year-olds exhibit the highest propensity to spend their internet time on mobile – particularly smartphones – a demographic skew that is true across all three markets. • Millennials’ mobile activity is driven by their smartphone preferences. 18-34 year-olds have the highest smartphone penetration of 90%+ across the board, and they are more likely than older age groups to use iPhones. • Mobile trumps desktop across demographics. In virtually every case, mobile outpaces desktop for digital media time spent. With one key exception: Canadians Age 35+ still slightly prefer desktop. Summary: Demographics
- 15. © comScore, Inc.Proprietary.© comScore, Inc. Proprietary. 15 Content Categories
- 16. © comScore, Inc.Proprietary. 16 Share of Category Digital Time Spent by Market Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015 Social Networking and Entertainment are the top leading categories for each market. US skews heaviest in entertainment content, while Canada is most social. OTHER ENTERTAINMENT SOCIAL GAMES RETAIL EMAIL NEWS / INFORMATIONPORTALS
- 17. © comScore, Inc.Proprietary. 17 0% 20% 40% 60% 80% 100% Newspaperse-mailSportsHealthMapsBankingInstant Messengers Weather Category Visitation Incidence by Market Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015 Incidence of category visitation varies by country, with UK proving most likely to read news online while Americans are more interested in Health and Weather. Canadian are the most likely to do their banking online. CANADA UKUSA 85% 78% 63%
- 18. © comScore, Inc.Proprietary. 18 161 158 157 157 149 146 143 137 135 132 Radio Photos Books Incentives Coupons Maps Online Gaming Instant Messengers Weather Entertainment - Music 181 179 167 164 163 150 147 146 142 139 Photos Coupons Online Gaming Instant Messengers Books Incentives Maps Telecommunications Retail - Food Family & Parenting 177 174 170 168 164 160 155 149 149 146 Books Incentives Coupons Photos Online Gaming Radio Instant Messengers Weather Gay/Lesbian Technology Index = Share of Mobile Minutes by Category / Share of Mobile Minutes for Total Internet x 100. Index of 100 indicates average mobile representation for the category. Index over 100 indicates above average mobile representation. Categories that over-index for mobile minutes Index = Share of Mobile Minutes by Category / Share of Mobile Minutes for Total Internet x 100 Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015 INDEX OF ‘HOW MOBILE’
- 19. © comScore, Inc.Proprietary. 19 Social Media Time Comparison Share of time spent on social media across different platforms Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015 In all three markets, the vast majority of social media consumption occurs on mobile apps, driven largely by smartphones. The smartphone app is the dominant social platform in the US, accounting for 57% of all social media time spent. While it’s also the leading platform in Canada (47%) and the UK (47%), these countries index significantly higher than the US on desktop and tablet for their social media usage. 24% 30% 30% 57% 47% 47% 5% 4% 4% 11% 17% 14% 3% 3% 4% USA Canada UK DESKTOP SMARTPHONE (APP) SMARTPHONE (BROWSER) TABLET (APP) TABLET (BROWSER)
- 20. © comScore, Inc.Proprietary. 20 • Social and Entertainment drive the highest multi-platform engagement. Across the US, Canada and UK, Social Networking and Entertainment combine to account for about 40% of total digital media time spent. • Content category penetration can vary widely by market. US has highest tendency to access Maps and Health content; Canada has much higher penetration of online banking; UK loves its digital newspapers. • Gaming, Coupons, Photos, IM are among the ‘Most Mobile’ categories. Each market boasted these content categories among their most heavily driven by mobile. Mobile is for entertainment, sharing, communicating and other on- the-go utilities. Summary: Content Categories
- 21. © comScore, Inc.Proprietary.© comScore, Inc. Proprietary. 21 Media
- 22. © comScore, Inc.Proprietary. 22 Ranking of Top 10 Digital Media Properties by Market Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015 Google Sites Facebook BBC Sites Microsoft Sites Amazon Sites Yahoo Sites eBay Mail Online / Daily Mail Sky Sites Apple Inc. Google Sites Facebook Microsoft Sites Yahoo Sites eBay Bell Media AOL, Inc. Mode Media Wikimedia Foundation Sites Amazon Sites Google Sites Yahoo Sites Facebook AOL, Inc. Microsoft Sites Amazon Sites Mode Media CBS Interactive Apple Inc. Comcast NBCUniversal 241.6 219.9 154.5 139.5 134.6 136.1 209.6 175.1 176.4 188.5 28.5 25.0 16.3 16.1 16.0 16.1 24.8 17.1 18.4 21.7 46.0 40.6 31.4 28.1 27.3 27.5 40.4 33.2 37.1 37.2 MULTI-PLATFORM MOBILE-ONLYDESKTOP-ONLYUNIQUE VISITORS (MM)
- 23. © comScore, Inc.Proprietary. 23 Ranking of 13 Properties Featuring in All Three Top 20s Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015 13 digital media properties rank among the Top 20 in all three markets. Google Sites is the #1 property across the board. USA CANADA UK GOOGLE SITES YAHOO SITES AOL inc. AMAZON SITES CBS INTERACTIVE FACEBOOK MICROSOFT SITES MODE MEDIA APPLE inc. EBAY WIKIMEDIA FOUNDATION SITES LINKEDIN TWITTER.com
- 24. © comScore, Inc.Proprietary. 24 87% 85% 84% 84% 79% 79% 77% 77% 77% 76% Likes.com Pandora.com Myspace AccuWeather Sites iHeartRadio Network Wordpress.com NFL Internet Group SoundCloud.com Groupon Linkedin 97% 84% 70% 70% 68% 65% 65% 63% 61% 61% Snapchat, Inc Samsung Group Likes.com Cineplex Sites EA Games - Media Network Linkedin Apple Inc. Facebook SheKnows Media Wordpress.com 98% 90% 87% 79% 79% 78% 78% 77% 77% 77% Snapchat, Inc Likes.com 65Twenty ITV.com Terra - Telefonica Buzzfeed.com Sky Sites Trinity Mirror Group Facebook Mail Online / Daily Mail *Note: Snapchat fell just outside the Top 100 US properties in March 2015. Were it included, it also would have ranked at the top of the list in the US. Ranking of ‘Most Mobile’ Properties Among Top 100 % of Total Digital Audience visiting via Mobile. Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015 % VISITING VIA MOBILE
- 25. © comScore, Inc.Proprietary. 25 Avg. Mobile-Only Audience For Top 100 Digital Properties Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015 Nearly half of the average US and UK Top 100 digital media property’s audience ONLY visits via mobile platforms. In Canada the average is about 1/3rd. This means that digital media companies who do not optimize their experience for mobile are increasing user friction that could potentially turn away half their audience. MOBILE ONLY TOTAL AUDIENCE 49% 34% 48%
- 26. © comScore, Inc.Proprietary. 26 Average Desktop vs. Total Digital Audience Reach Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015 DESKTOP MULTI-PLATFORM The average Top 100 property extends its desktop reach by a substantial amount when accounting for incremental mobile traffic. Multi-platform measurement of audience reach can help publishers deliver a much richer value proposition to advertisers. 27.5% 15.3% +12.2pts 26.4% 18.5% +7.9pts 28.3% 16.1% +12.2pts
- 27. © comScore, Inc.Proprietary. 27 Properties with > 20% Reach among Total Digital Population Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015 TOTAL DIGITAL DESKTOP SMARTPHONE Multi-platform reporting expands the number of digital media properties with at least 20% reach by 2-4x vs. desktop alone. The more digital media properties that can establish significant audience reach widens the consideration set of publishers who can fulfill the needs of advertisers – particularly large brand advertisers. 52 14 28 47 23 15 52 17 24
- 28. © comScore, Inc.Proprietary. 28 * Percentages do not sum to 100% due to audience overlap between platforms (desktop & mobile) and geographies (US & WW). AOL’s Total Global Digital Audience Source: comScore Custom Analytics, Worldwide, March 2015 Unique Visitors (MM) Percentage of AOL’s Total Global Audience* When accounting for mobile and international traffic, AOL added 256 million unique visitors to its US desktop audience, putting its Total Audience at 396 million globally. 140.0 62.2 48.5 157.8 33.1 50.1 0 50 100 150 200 250 300 350 400 450 US Desktop US Mobile Non-US Desktop Non-US Mobile Total Audience 396.4 MM 100% 75% 49% 35% 28% Total Digital Audience WW Desktop WW Mobile US Desktop US Mobile
- 29. © comScore, Inc.Proprietary. 29 * Percentages do not sum to 100% due to audience overlap between platforms (desktop & mobile) and geographies (US & WW). Mashable’s Total Global Digital Audience Source: comScore Custom Analytics, Worldwide, March 2015 8.9 0.9 12.0 7.9 0.6 10.1 0 5 10 15 20 25 30 35 40 45 US Desktop US Mobile Non-US Desktop Non-US Mobile Total Audience 38.9 MM Unique Visitors (MM) 100% 66% 47% 36% 25% Total Digital Audience WW Mobile WW Desktop US Mobile US Desktop Percentage of Mashable’s Total Global Audience* When accounting for mobile and international traffic, Mashable’s audience multiplies ~4x from 9 million desktop unique visitors in the US to 39 million globally.
- 30. © comScore, Inc.Proprietary. 30 • Mobile expands media property’s audiences – by a lot. Top media properties often expand their desktop audience by 30% or more when accounting for mobile. The wide majority of their audiences now visit via mobile. • Mobile-only audiences are too large to ignore. An average of 30-50% of major digital media properties now visit only via mobile. And some mobile-first companies can see 90%+ of their audience be mobile-only. • Global multi-platform reporting sheds light on uncounted audiences. Media companies using global multi-platform measurement can provide a complete, unduplicated view of their audience across platforms to demonstrate the full size and value of their audience to advertisers. Summary: Media
- 31. © comScore, Inc.Proprietary.© comScore, Inc. Proprietary. 31 Summary & Key Findings
- 32. © comScore, Inc.Proprietary. 32 Developed internet markets like the US, Canada and UK are now mobile-first in terms of digital consumer behaviour. With half or more of digital media time now happening on smartphones and tablets and many users only accessing content via mobile, the time has come to shift to a mobile-first mindset. But also important to remember that desktop has not declined. Millennials are leading the shift to mobile through their high smartphone penetration and engagement. More than 9 in 10 Millennials have smartphones and they use them extensively, spending an average of 50-100% more time on mobile than on desktop today. Media content is shifting very quickly to mobile, but some is shifting much more quickly than others. Content categories like Maps, Weather, Photos and Social are mobile-dominant today. Many leading and up-and-coming media companies like Facebook, Twitter, Snapchat and Buzzfeed rely heavily on mobile to drive audiences and engagement. Key Takeaways 1 2 3
- 33. For info aboutthe proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents www.comscore.com @comScore www.linkedin.com/company/comscore www.facebook.com/comscoreinc THANK YOU! For more information on the report, please contact: Adam Lella, Senior Marketing Insights Analyst, alella@comscore.com Andrew Lipsman, VP Marketing & Insights, alipsman@comscore.com Ben Martin, Director Global Marketing Insights, bmartin@comscore.com For more information about subscribing to MMX Multi-Platform, please contact us at www.comscore.com/learnmore.