Académique Documents
Professionnel Documents
Culture Documents
Agenda
comScore Mobile Data Macro Mobile Media Trends Shifting Mobile Media Landscape Smartphones & Device Trends Summing Up
MobiLens
Market Tracking via Intelligent Online Survey
Network Census
Carrier Log Analysis GSMA MMM
Mobile Metrix
Smartphone Meter Panel
Personalization
Changed or Made Own Ringtones/Graphics, Purchased Ringtones/Graphics, Quantity, Ringback Subscriptions, more
Messaging
Chat, Personal Email, Work Email, Instant Messaging, Photo Messaging, more
Games
Played Games, Type of Games Played, Number Downloaded, Number Purchased, Subgenres, Method of Discovery, Method of Purchase, more
Desktop Mobile
2014
2015
38% of Mobile Phone Owners Browse the Mobile Internet, Use Applications or Download Content (Mobile Media Users)
The number of people who are just using voice has declined 11% year on year. Mobile media users account for 31% of EU5 mobile phone owners
Mobile Media Segments 1Q09 v. 1Q10 100% 80% 60% 29% 40% 20% 0% 1Q09
Mobile Media = Connected Media (except SMS only) in MobiLens
36%
32%
Just Voice
30%
35%
38%
Mobile Media
1Q10
Product: MobiLens Data: Three month average ending March 2010
Country: US N=30,740
Mobile internet services (browsing, apps and e-mail) skew 55-60% male.
Country: US N=30,740
% Market
Mar-09
Apr-09
May-09
Jun-09
Jul-09
Aug-09
Sep-09
Oct-09
Nov-09
Dec-09
Jan-10
Feb-10
Mar-10
3G Device Owners
Product: MobiLens
Smartphone Owners
Country: US N=30,740
Usage % of Total
46%
24%
24% 22% 20%
24% 21%
55%
20%
Apr-2009 May-2009 Jun-2009 Jul-2009 Aug-2009 Sep-2009 Oct-2009 Nov-2009 Dec-2009 Jan-2010 Feb-2010 Mar-2010 Apr-2010
Used Application
Used Browser
*comScore began capturing unlimited data plan usage with Sept 2009 data
OEM Market Share for Total Market and Mobile Media Users
25%
19% 22%
20%
22%
22%
17% 13%
19%
20%
% Market
15%
13%
12% 10%
10%
8%
8%
5% 4%
8% 6% 4%
5%
2% 0%
0%
Samsung
Motorola
LG
RIM
Nokia
Mobile Media
Product: MobiLens Data: Three month average ending March 2010
12
Country: US N=30,740
13
10.0%
% Market
Mar-09
Apr-09
May-09
Jun-09
Jul-09
Aug-09
Sep-09
Oct-09
Nov-09
Dec-09
Jan-10
Feb-10
Mar-10
Ringtones
Ringback Tones
Graphics
Product: MobiLens
Games
Country: US N=30,740
2.0%
2.1% 1.9%
% Market
1.5%
1.3%
1.0%
1.0%
0.5%
0.0% Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10
On-Demand Video
Product: MobiLens Data: Three month average ending March 2010 Country: US N=30,740
% Market
Mobile Browsing
Social Networking
IM
Country: US N=30,740
The mobile Internet is as much about connecting with friends and family as it is about viewing news and
info.
30%
35%
40%
45%
50%
Country: US N=30,740
App
0%
RIM iPhone
comScore, Inc. Proprietary and Confidential. 20
Android
Product: MobiLens Data: Three month average ending April 2010
10.0%
% Market
Mar-09
Apr-09
May-09
Jun-09
Jul-09
Aug-09
Sep-09
Oct-09
Nov-09
Dec-09
Jan-10
Feb-10
Mar-10
Ringtones
Ringback Tones
Graphics
Product: MobiLens
Games
Country: US N=30,740
Past 12 Months
11% drop in subscribers purchasing games for a fee 67% increase in subscriber downloading full games for FREE
Feb-2009 Mar-2009 Apr-2009 May-2009 Jun-2009 Jul-2009 Aug-2009 Sep-2009 Oct-2009 Nov-2009 Dec-2009 Jan-2010 Feb-2010 Mar-2010 Apr-2010
Products
Country: US
112 132 139 153 187 225 226 289 451 454 300 350 400 450 500
Country: US
25
Apple, RIM, and Android-based phones show the most growth. All three phones
now market to consumers who want to mix business use with a personal phone
Growth in Smartphone Ownership (as a percentage of total market)
20 18 16 14 12 10 8 6 4 2 0
26
Video
Music
Social Networking
Browsing
App Use
% Smartphone Owners
38% 27%
42%
Apple
Android
Microsoft
Product: MobiLens
RIM
Country: US N=30,740
50%
Smartphone
Google and Apple platforms over-index on consumption behavior, compared to the smartphone average.
Used Browser
30
Country: US N=30,740
Full Keyboard
60,000
XL Screen
50,000
Touch Screen
40,000
Accelerometer
30,000
20,000
10,000
RIM, 9%
Palm, 9%
Symbian, 1%
50%
40% 30% 20% 10% 0% Used Browser Used Application (except native game) Listened to Music Watched TV/Video 27% 19% 11% Touch NotTouch
Summing Up
34
Classic mobile content businesspersonalizationin decline App Store economics driving to free
Mobile ad model worksand it must workto monetize Web and Apps
35
the lead to change (and metrics for the lead are variable)
Publishers and developers must contend with (the costs of) fragmentation
Of the audience. . . platform priorities? . . . what about feature phones? Of content delivery . . . Apps? Which development platform? . . . HTML5?
36
Thank You.