Web Goes Mobile Seminar
Brussels - 19 Nov 2009
comScore MobileAlistair Hill, Senior Product Manager & Analyst
THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™
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Agenda
– Mobile Media Overview
Mobile Internet and Advertising
Apps Consumption Overview
Mobile Census (MMM)
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33% (15.7 million) of Mobile Users Browse, Use an Application or Download - Mobile Media Users
The number of users who just use voice shows or have used SMS but not mobile media has declined 5% year on year.
Product: MobiLens
Data: Three month average ending June 09
Country: UK - N= 13,997
Mobile Media; 33%
SMS (and not mobile media); 56%
Just Voice; 11%
Market Segments
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Mobile Media Users (Mobile Browsers, Application Users and Downloader's) Growing 17% Year on Year
Product: MobiLens
Data: Three month average ending June 09
Country: UK - N= 13,997
200806 200807 200808 200809 200810 200811 200812 200901 200902 200903 200904 200905 20090625.0%
26.0%
27.0%
28.0%
29.0%
30.0%
31.0%
32.0%
33.0%
34.0%
35.0%
28.3%
32.7%
% Mobile Media Users
Mobile Media Users
% M
arke
t
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There Are Many Services Available on Mobile Devices, Ranking Their Popularity Gives Context.
Top 7 activities all relate to SMS, messaging and camera.
Product: MobiLens
Data: Three month average ending June 09
Country: UK - N= 13,997
Ranking Activity # Users % Users
Total Market 233,000,000
1 Sent text message to another phone 41,371,153 86.2%
2 Took photos 27,243,333 56.8%
3 Received an SMS Ad 18,299,709 38.1%
4 Used network services for photos/videos 15,762,055 32.8%
5 Sent photo directly to another phone 14,666,843 30.6%
6 Played games 14,148,144 29.5%
7 Transferred photo to PC 14,122,969 29.4%
8 Set graphics with camera 12,746,373 26.6%
9 Captured video 12,652,969 26.4%
10 Listened to music on mobile phone 10,490,005 21.9%
11 News or Info via Browser 9,777,874 20.4%
12 Changed to native ringtone 8,930,825 18.6%
13 Changed to native graphic 8,868,941 18.5%
14 Made own ringtone 8,777,219 18.3%
15 Listened to side-loaded music 8,565,725 17.8%
16 Transferring video to PC 7,058,822 14.7%
17 Used email 6,945,371 14.5%
18 Social Networking 6,233,778 13.0%
19 News or Info via SMS 5,482,264 11.4%
20 Sent video directly to another phone 5,355,478 11.2%
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Different Services are Used by Different Demographics.Mobile Media Users Older and More Female Than Many Think
Younger demographics create their own ringtones, use social networking services, listen to music and watch on-demand video (web 2.0 type services).
Mobile internet services (browsing, apps and e-mail) skew 60-70% male.
Unlimited data plan subscribers average age 34.
Product: MobiLens
Data: Three month average ending June 09
Country: UK - N= 13,997
Higher on chart = more femaleFurther to right = olderSize of bubbles = # of users
27 28 29 30 31 32 33 34 3520.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
55.0%
Mobile Media Users
Browsed for News / Info
Used email
Unlimited Data Plan Subscriber
Made own ringtone
Played a game
Social Networking
News/info via App
Listened to music
Ringback
TV
On-Demand Video
Purchased a game
Purchased a Ring-tone
Median Age
% F
emal
e
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There are 627 Separate Devices Being Used to Access Mobile Media in the EU5
Top 6 devices represent 15% of mobile media users, top 20 devices – 35%. There is an extremely long tail.
Although the iPhone gains a large amount of publicity it currently represents 6% of mobile media users.
Nokia has 28%, Sony Ericsson 24% and Samsung has 16% of mobile media users.
Product: MobiLens
Data: Three month average ending June 09
Country: UK - N= 13,997
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Agenda
Mobile Media Overview
– Mobile Internet and Advertising
Apps Consumption Overview
Mobile Census (MMM)
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Mobile Internet Services Booming
Device technology, data speeds (3G) and data plans enable the mobile internet to take off, content and services drive up-take.
News/info via applications shows highest annual growth rate at 117% year on year, closely followed by social networking at 113%.
Product: MobiLens
Data: Three month average ending June 09
Country: UK - N= 13,997
200806 200807 200808 200809 200810 200811 200812 200901 200902 200903 200904 200905 2009060.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Mobile Internet Trends
News and Info via Browser News and Info via Application Social Networking E-mail (work or personal)
% M
arke
t
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27.0 29.0 31.0 33.0 35.0 37.0 39.0 41.038.0%
40.0%
42.0%
44.0%
46.0%
48.0%
50.0%PC Internet BrowsersPC Internet Social
Networkers
Mobile Browsers for News and Info
Mobile Social Net-workers
PC Internet vs Mobile Internet Demographics
Median Age
% F
emal
e
Higher on chart = more femaleFurther to right = olderSize of bubbles = # of users
Mobile Internet Users Younger than PC Internet Users
Mobile social networkers have the most even gender split amongst all groups shown. This provides an indication that mobile social networking may help to move mobile internet services out of early adopter mode.
Product: MobiLens + Media Metrix
Data: Three month average ending June 09
Country: UK - N= 13,997
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Information Snacking Genres Dominate Mobile Browsing with Search the Entry Point.
Local information also prominent, e.g. weather, maps, movie listings, business directories, etc.
Financial services (bank accounts) starting to emerge.
Product: MobiLens
Data: Three month average ending June 09
Country: UK - N= 13,997
Web search
Sports information
Entertainment news
Tech news
Movie information
Financial account
Access: bank accounts
Business directories
Traffic reports
Dating service
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
Top Mobile Browsing Genres (excluding social networking)
% of news and info borwsers
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Retail Via the Mobile Internet Starting to Gain Traction
Product: MobiLens
Data: Three month average ending August 09
Country: UK - N= 15,517
200901 200902 200903 200904 200905 200906 200907 200908600,000
700,000
800,000
900,000
1,000,000
1,100,000
1,200,000
1,300,000
Mobile Retail Trends
Auction Sites Online Retail Bank Accounts Electronic Payments
Un
iqu
e U
sers
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46% of Mobile Owners Receive an SMS Adverts
Although the largest industries for SMS advertising are related to mobile products the growth is coming ‘traditional’ industries, e.g. Fashion, Travel and Restaurants.
Product: MobiLens
Data: Three month average ending June 09
Country: EU5 - N= 64,518
Mob
ile p
hone
or p
lan
Downlo
ads
for m
obile
pho
ne
Enter
tainm
ent
News
or in
form
ation
Financ
ial s
ervic
es
Trave
lFoo
d
Consu
mer
elec
tronic
s
Clothin
g/Fas
hion
Resta
uran
tsCar
s0%
2%
4%
6%
8%
10%
12%
-20%
-10%
0%
10%
20%
30%
40%
50%
60%
70%Recieved SMS Adverts by Industry Sector
% Market Year on Year Growth
% M
arke
t
% Y
ear
on
Yea
r G
row
th
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Mobile Banner Advertising – Brand Snapshots
Brand: Walkers Crisps
Publishers: Campaign ran across 7 separate mobile sites, including 2 operator portals.
Creatives: 94 separate creatives (includes different banner sizes).
Brand: Adidas
Publishers: 2 Campaigns ran across 3 different sites, Goal.com, Sky Mobile and Vodafone Live.
Creatives: 41 separate creative (including different banner sizes).
Product: Ad Metrix Mobile
Data: June 09
Country: UK
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Automotive Provides the Top Non-Mobile Sector for Mobile Banner Adverts
Of the 422 products that were seen being advertised using mobile banner adverts 13% were from non-mobile sectors.
Product: Ad Metrix Mobile
Data: June 09
Country: UK
Mobile Games and Applications
Mobile Publishing
Mobile Personalization
Mobile Music & Video
Mobile Social Media
Broadcasting & Cable TV
Casinos & Gaming
Movies & Entertainment
Internet Software & Services
Wireless Telecommunication Services
Application Software
Automobile Manufacturers
Food Retail
Apparel Retail
Apparel, Accessories & Luxury Goods
0.0% 5.0% 10.0% 15.0% 20.0% 25.0%
% of Mobile Banner Adverts by Industry Sector(Blue Bars Mobile Sectors - Red Bars -Non-Mobile Sectors)
% of products being advertised
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Agenda
Mobile Media Overview
Mobile Internet and Advertising
– Apps Consumption Overview
Mobile Census (MMM)
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There are 5.4 million Apps Users Per Month * – 11.7% of the Total Market
* Apps users defined as players of downloaded games or application users for social networking, news and info, email or IM services.
• 63% of these users do not own a smartphone.
Product: MobiLens
Data: Three month average ending July 09
Country: FR- N= 11,862
Non-Smartphone Smartphone0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
63%
37%
88%
12%
Apps UsersTotal Market
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Top Apps for News and Info Show: Maps and Weather Prominent
The amount of local services being used helps to show the potential for using mobile as a marketing channel for local business, e.g. local listings, search in maps, etc.
Product: MobiLens
Data: Three month average ending July 09
Country: FR- N= 11,862
Weather
Maps
Social Networking/Chat/Blog
Search
Entertainment news
News
Business directories
Television guides
Traffic
Sports information
39%
36%
24%
22%
21%
19%
19%
17%
16%
13%
Top Mobile Application Genres (Consumption)
% of News & Info Apps Users
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Top 20 Applications downloaded – Overall
France Only – July 2009 Data
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comScore iTunes Benchmarker identifies trends in Category Usage as well as Free/Paid Apps
Sports
Travel
Reference
Lifestyle
Social Networki
Music
Utilities
Entertainment
Games
14%
17%
21%
27%
30%
30%
31%
51%
73%
2%
1%
2%
3%
2%
7%
8%
17%
34%
% of Users by Category and Free/Paid – US June 2009
Paid Free
Over 73% of iTunes App Users have downloaded a Free Game
US Only - June 2009 Data
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New iTunes Apps Store Tracker Shows Top Apps Downloaded by iPhone and iPod Touch Users per Genre
Games Entertainment
Utilities
Title % of Install Base
PAC-MAN Lite 15%
Tap Tap Revenge 15%
Touch Hockey: FS5 (FREE) 14%
Sol Free Solitaire 11%
Checkers Free 10%
Title % of InstallsBackgrounds 13%BubbleWrap 11%
Lightsaber Unleashed 9%Movies 9%Remote 7%
Title % of Install BaseFlashlight. 11%iHandy Level Free 5%Textfree Lite 4%WiFinder 3%Night Stand 3%
Music
Pac-Man Lite, Backgrounds, Flashlight, and Pandora Radio were the top applications in the 4 most popular categories.
Title % of Install Base
Pandora Radio 10%
Shazam 8%
MiniPiano 6%
iheart radio 3%
DigiDrummer Lite 2%
US Only - June 2009 Data
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Agenda
Mobile Media Overview
Mobile Internet and Advertising
Apps Consumption Overview
– Mobile Census (MMM)
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GSMA Mobile Media Metrics results from Feasibility Study:
Top Mobile Sites vs. Top Internet Sites, December 2008: UK Mobile Phone Users (sample of UK Operators) and UK Internet Users*
Top 10 Mobile SitesSource: GSMA MMM
Top 10 PC Internet SitesSource: comScore MediaMetrix
Mobile Operator Sites Google Sites
Google Sites Microsoft Sites
Facebook.com Yahoo! Sites
Yahoo! Sites Facebook.com
BBC Sites eBay
Apple Inc. Sites BBC Sites
Microsoft Sites AOL (inc. Bebo)
Sony Online (inc. Sony Ericsson) Amazon Sites
Nokia Ask Network
AOL (inc. Bebo) Wikimedia Foundation Sites
Mobile Operator Sites accessed by 68% of mobile Internet audience in Dec 08. 167,648 mobile internet sites were measured in the Feasibility Study.
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Facebook: More Mobile Visits, Slightly Longer Online Sessions
Facebook usage is surprisingly similar on mobile and PC
mobile users spend 24 minutes on facebook, average 3.3 visits per day.
PC users spend 27.5 minutes per day; average 2.3 visits.
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Person centric panel of 2m internet users across 138 countries
covering site traffic, search, banner advertising, video,
extended web, media planning
Metered Panel
Next Generation Media Measurement
Server Census
Network CensusSurvey Sample
Online
Mobile Online
Mobile Offline
MobiLensPerson centric survey of ALL mobile
subscribers including operator & handset ownership & satisfaction, + offline mobile usage inc. bluetooth,
games, music, photo, sideloading etc.. + online usage of browsing, messaging, video and TV
GSMA MMMSIM centric census of online mobile
subscribers, including site traffic, search, connected apps, banner
advertising etc.. (& service messaging)
Media Metrix 360
Site centric traffic of leading sites via beaconing for hybrid methodology with panel measurement to create Media Metrix 360
GSMA MMM Demographicsfrom sample of mobile internet users
MobileSite census Wi-Fi traffic linked to GSMA
Thank You.
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THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™
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