Today’s Mobile Mainstream: Implications for the Industry

WebContent 2011 : Chicago June 6-7

Today’s Mobile Mainstream

Mark Donovan, SVP + Senior [email protected] WC2011 in Subject

mailto:[email protected]

2© comScore, Inc. Proprietary.

15 Years Ago . . .

. . . My Phone Made Me Look Like I Was on Star Trek


Today . . .

Can See

Knows Where I am

Monitors my Social Graph

Always Connected

AlwaysWith Me

Accessesmy Media

. . . My Phone Augments My Reality

Can Hear

Can Pay

Make, Consume, Share Content


comScore


comScore is a Global Leader in Measuring the Digital World

NASDAQ SCOR

Clients 1,800+ worldwide

Employees 900+

Headquarters Reston, VA, USA

Global Coverage 170+ countries under measurement;43 markets reported

Local Presence 30+ locations in 21 countries


Network AnalyticsConsumer Panelsand Survey

Site/App Metrics

comScore’s 360° View of Mobile


comScore History of Leadership and Innovation

To measure the search market

To measure

video streaming

To provide behavioral ad effectiveness

To build and project from 2 million+ longitudinal panel

To monitor and report e-commerce data

To meter mobile user behavior 1st

To Unify census + panel measurement

To deliver a worldwide Internet audience measurement

Global Shaper Company2010

To provide census level mobile behavior

To offer competitive mobile advertising tracking


Mobile Media is Mainstream


Mobile Media Users are Nearing a Majority in the US

Product: MobiLens

Data: Three month average ending March 2011

Country: US, N= 30,817

Mobile Media; 45.7%

SMS (and not mobile media);

27.2%

Just Voice; 27.1%

US Mobile Market Q1 2011

107 MillionMonthly Mo-bile Media

Users+24% YoY

Mobile Media User = Used browser, application, native email, stream or download music and broadcast or on demand video (does not include SMS)


Mobile Browser/App Users Growing Every Month

Product: MobiLens



Mar

-10

Apr-1

0

May

-10

Jun-

10

Jul-1

0

Aug-1

0

Sep-1

0

Oct-

10

Nov-1

0

Dec-1

0

Jan-

11

Feb-1

1

Mar

-11

25%

27%

29%

31%

33%

35%

37%

39%

41%

43%

45%

34%36%

39%41%

43%

Half will Be Using Browser and Apps by End of year


Devices Change the Game


Top 10 Devices United States by Installed Base

Product: MobiLens




Touch Will Become Dominant Mobile UI

Product: MobiLens



Non-Touchscreen Device Owner

Touchscreen Device Owner

0%

10%

20%

30%

40%

50%

60%

44%

56%US Mobile Media Users

% M

ob

ile

Me

dia

Us

er

Are you thinking about touch for your content?


Nearly One in Three own a Smartphone

MobiLens, US, Oct 2009 to Apr 2011

Oct-2009

Nov-2009

Dec-2009

Jan-2010

Feb-2010

Mar-2010

Apr-2010

May-2010

Jun-2010

Jul-2010

Aug-2010

Sep-2010

Oct-2010

Nov-2010

Dec-2010

Jan-2011

Feb-2011

Mar-2011

Apr-2011

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

US Smartphone OwnersOct’09 to Apr’11

75 million smartphone owners


Google’s Android, Apple’s iPhone Surge

Product: MobiLens



Google RIM Apple Microsoft Palm Symbian 0

5,000

10,000

15,000

20,000

25,000

30,000

-50%

0%

50%

100%

150%

200%

250%

300%

350%

400%

450%422%

1%

56%

-20% -19%

19%

Smartphone OS Growth

Mar-2010 Mar-2011 YoY Growth

Mo

bil

e O

wn

ers

(000

)

% Y

ear-

on

-Yea

r G

row

th


Intense Platform Competition

Product: MobiLens

US, April 2011

Android36%

iOS26%

RIM 26%

Microsoft 7%

HP/Palm 3%

Symbian 2%

US Smartphone Platform Share, April 2011

Platforms—and platform technology—impact what you can andcan’t do.


Social and Contextual Content in the Lead


Double-Digit Growth in All Major Categories

Product: MobiLens



Personal

Em

ail

Wea

ther

Social N

etwork

ing

Search

News

Maps IM

Work

Em

ail

Sports In

form

ation

Enterta

inm

ent New

s0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

50.0%

30.7%40.2%

45.7%

32.1%

38.1%43.3%

16.9%24.8%

31.5% 33.4%

Top 10 Mobile Categories - Year-on-Year Growth

Mar-10 Mar-11 Year-on-Year Growth

Un

iqu

e U

ser

(000

)

%Y

oY

-Gro

wth


Nearly Daily Users Growing Faster than Total Audience

Tech news

Financial news or stock quotes

Movie information

Entertainment news

Sports information

News

Maps

Search

Weather

News and information

0% 10% 20% 30% 40% 50% 60% 70% 80%

31%

27%

32%

37%

33%

35%

41%

35%

41%

29%

32%

28%

32%

48%

48%

48%

49%

63%

71%

50%

Growth in 10 Largest News & Information Categories, Jan'10-Jan'11, US

Almost Everyday

Ever in Month

Product:, MobiLens Data: Three month averages ending January

2010 and January 2011 Country: US


Mobile Social Media Booming in US

Social Media fastest growing category in US

– Almost daily users of mobile social media +80% YoY in US

Conversational Media in Mobile Metrix has 69% reach

– 36% minutes, 48% PVs– Nearly all is Facebook with 83%

of category minutes and 77% of PVs

Dec-2009 Mar-2010 Jun-2010 Sep-2010 Dec-20100

5,000

10,000

15,000

20,000

25,000

30,000

35,000

MobiLens: US Social Media

Almost every day

At least once each week

Once to three times throughout the month

Un

iqu

e U

se

rs


Location and Context is Key in Mobile

Product: MobiLens



Weath

er

Search

Maps

Movie

Info

rmatio

n

Restaura

nt Info

rmatio

n

Traffic

Reports

Trave

l Serv

ice0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%40.0%45.0%50.0%27.8%

23.3%

19.3%

12.0% 11.0%8.9%

5.0%

40.2%

32.1%

43.3%

27.5%

40.4%

28.4% 29.2%

Location Based Services

Mar-10 Mar-11 Year-on-Year Growth

% M

ark

et

% Y

oY

-Gro

wth


Mobile Provides Incremental Reach


PAGE TAGS

Unified Digital Measurement™ (UDM) Establishes Platform For Panel + Census Data Integration

PANEL

Unified Digital Measurement (UDM)

Global PERSON Measurement

Global MACHINE Measurement

V0910


UDM clients—Over 320,000 Domains Currently Tagging with comScore. On a monthly basis the list of domains increase by 5%.

A brief representation of domains that are currently tagging with comScore

http://www.demandmedia.com/

http://www.expedia.ca/daily/enc4105/home/default.asp


Mobile-Only is 40% of Pandora’s Audience


Newspapers Seeing Incremental Mobile Reach


Advertising Comes to Mobile


Frequency and Awareness of Mobile Ads on the Rise

Product: MobiLens



Aug-10 Mar-110%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

25% 28%

28% 30%

47% 43%

Frequency of Recalling Seeing a Web/App Ad

Once to three times throughout the month

At least once each week

Almost every day %

Rec

all

See

ing

a W

eb/A

pp

Ad


Mobile Advertising Developing Broad Appeal


Mobile Ads Connect with Hard to Reach Segments

Product: MobiLens



13-17

18-24

25-34

35-44

45-54

55-64

65+

0% 5% 10% 15% 20% 25% 30% 35%

7%

24%

30%

19%

12%

5%

3%

% Recall Seeing a Web/App Ad


Advertising Monetizes Mobile


Mobile Social Networking Attracts a Younger User Base

Product: MobiLens

Data: Three month average ending December 2010


28.0 29.0 30.0 31.0 32.0 33.0 34.0 35.0 36.0 37.020%

25%

30%

35%

40%

45%

50%

55%

WeatherSocial Networking

Maps

Personal Email

IM

Search

News

Sports Information

Photo or Video Sharing Service

Bank Accounts

Demographic Profile Mobile Owners by Application Genre

Median Age

% F

em

ale

Size of bubbles = % of the marketHigher on chart = More fe-maleFurther to right = Older


Elder Adults Show Interest in Mobile Media

T

Product: MobiLens



March 2010 March 20110%

10%

20%

30%

40%

50%

60%

50%55%

15%19%

Mobile Media Usage - Teens vs Elder Adults

Teenagers (13 - 19 yrs) Elder Adults (55+ yrs)

% A

ge

Gro

up

Mobile Media User = Used browser, application, native email, stream or download music and broadcast or on demand video (does not include SMS)

YoY +1.4%

YoY +44.6%


What’s Next?


“Connected Devices” are the New Frontier

iOS44%

Android28%

RIM19%

Microsoft5%

Others4%

Smartphones and Connected DevicesUS April 2011

Product: MobiLens

Data: Three month average ending April 2011


iPad Owners Aren’t Just Apple Fanboys

Product: MobiLens



% of Smartphone

Users% of iPad Users

Index of iPad to Smartphone

Owners*Mobile Phone Manufacturer 100.0% 100.0% 100

Apple 25.5% 29.0% 114RIM 27.1% 17.2% 64Samsung 8.6% 13.6% 159LG 4.1% 13.5% 328Motorola 11.1% 7.8% 70Nokia 2.2% 3.3% 145

*Index = % of iPad Owners/% of Smartphone Owners x 100; Index of 100 indicates average representation

37© comScore, Inc. Proprietary. 37

To Sum

Mobile is here today

An audience of 107M use mobile media every month.

Connected Devices—smartphones, tablets, et al—are bringing a fundamental change in the way humans interact with technology.

We’re being augmented in persistent and personal ways.

Understanding trends and demographics is important for targeting an audience.

But real innovation happens by thinking about the context and unique possibility of mobile – not just porting content to a smaller screen.


Thank You!

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Today’s Mobile Mainstream: Implications for the Industry

Technology

Today’s Mobile Mainstream: Implications for the Industry