comscore no pc connected devices

8/3/2019 Comscore No Pc Connected Devices

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Digital Omnivores

Mark Donovan, SVP Mobile

November 2011


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2 comScore, Inc. Proprietary.

Plan for Today

Introducing comScore

Connected Devices and Consumers

Smartphones and Mobile Media

The Rise of Connected Devices

Tablet OwnersThe Impact of Connected Devices on Digital Consumption

Tablets Today and Tomorrow

Presentation Available on Request

Follow and comment on Twitter#digitalomnivores


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NASDAQ SCOR

Clients 1860+ worldwide Employees 900+

Headquarters Reston, VA

Global Coverage 170+ countries under measurement;43 markets reported

Local Presence 32 locations in 23 countries

comScore is a Global Leader in Measuring the Rapidly EvolvingDigital World, Blanketing the Globe with a Local Presence

V1011


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CENSUS

Unified Digital Measurement (UDM) Establishes Platform ForPanel + Census Data Integration

PANEL

Unified Digital Measurement (UDM)Patent-Pending Methodology

Adopted by 90% of Top 100 U.S. Media Properties

Global PERSON Measurement Global DEVICE Measurement

V1011


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Percentage of Machines Included in UDM Measurement

August 2011 Penetration Data

Europe

Austria 81%Belgium 88%Denmark 89%Finland 83%France 92%Germany 89%Ireland 89%Italy 85%Netherlands 88%Norway 89%Poland 81%Portugal 90%Spain 92%Sweden 90%Switzerland 85%Turkey 95%United Kingdom 91%

Asia PacificAustralia 89%China 69%Hong Kong 91%India 90%Indonesia 90%Japan 73%Malaysia 91%New Zealand 91%

Philippines 92%Singapore 90%South Korea 59%Russia 63%Taiwan 80%Vietnam 93%

North America

Canada 93%United States 90%

Latin America

Argentina 94%Brazil 97%Chile 95%Colombia 96%Mexico 94%Peru 97%Puerto Rico 89%Venezuela 93%

Middle East & Africa

Israel 92%South Africa 74%

V1011


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8 comScore, Inc. Proprietary. 8


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Most Households Have Only One PC

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

1

2

3

4+

% Connected Devices per HH

PCs

Source: comScore Custom Analysis, August 2011


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But Nearly 40% Households Have 3+ Connected Devices

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

1

2

3

4+

% Connected Devices per HH

All Devices

PCs



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Mobile and Connected Device Landscape Worldwide

Source: comScore Device Essentials, August 2011

7.2%

6.8%

6.8%

5.8%

5.3%

4.4%

3.9%

3.7%

2.3%

1.0%

Singapore

United Kingdom

United States

Japan

Australia

Canada

Spain

India

France

Brazil

Share of Traffic from Non-Computer Devices for Selected

Markets

Non-Computer Device Traffic


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Mobile Drives Non-Computer Digital Traffic


7.2%

6.8%

6.8%

5.8%

5.3%

4.4%

3.9%

3.7%

2.3%

1.0%

4.4%

4.6%

4.4%

4.8%

3.4%

2.1%

2.5%

3.4%

1.4%

0.6%

Singapore

United Kingdom

United States

Japan

Australia

Canada

Spain

India

France

Brazil

Mobile Share of Non-Computer Traffic for Select Markets

Non-Computer Device Traffic

Mobile Traffic


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Tablets Deliver Nearly 1 in 4 Non-Computer Page Views in SelectedMarkets


61.8% 67.6% 64.4%63.9%

47.3%

34.4% 24.7% 28.1%

29.7%

39.5%

3.8%7.7% 7.5%

6.4%

13.2%

Singapore UK U.S. Australia Canada

Breakdown of Non-Computer Device Traffic Among SelectedMarkets

Mobile Tablet Other

7.2%

Total Non- Computer

Traffic

6.8% 6.8%

5.3% 4.4%


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Smartphones and Mobile Media


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Smartphone Adoption Drives Growth in Mobile Media Consumption

Source: comScore MobiLens, U.S., 3 mon. avg. ending Aug-2011

MobileMedia,49.6%

Voice +Text,

25.5%

JustVoice,24.9%

U.S. Mobile Usage Overview

Smartphone36.1%

FeaturePhone63.9%

U.S. Smartphone vs. Feature Phone Share


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+26%

+34% +37%+24%

+28%+39% +36%

+41% +9% +14%

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

Top Mobile Activities by Total Audience (000)Aug-2010 Aug-2011

People used mobile media to connect with others, consumeinformation and enjoy entertainment

Source: comScore MobiLens, U.S., 3 mon. avg. ending Aug-2011 vs. Aug-2010


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Android Now Accounts for Largest Share of Smartphone Market

Source: comScore MobiLens, U.S., 3 mon. avg. ending Aug-2010 to Aug-2011

43.7%

27.3%

19.7%

5.7%

1.8% 1.6% 0.2%

Android Apple RIM

Microsoft Symbian Palm

Other

0

510

15

20

2530

35

40

4550

Aug-2010

Oct-2010

Dec-2010

Feb-2011

Apr-2011

Jun-2011

Aug-2011

S h a r e

( % )

Android Apple RIMMicrosoft Symbian Palm

Share of U.S. Smartphone Subscribers by Operating System


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But Apple Leads by Total OS Market Share by Audience Installed Base


Apple iOS43.1%

GoogleAndroid34.1%

RIM15.4%

OtherPlatforms

7.8%

Apple iOS

Google Android

RIM

Other Platforms

Mobile

Tablet

Other Devices(iPod Touch)

43.1%

34.1%

15.4%

7.8%

OS Market Share by Audience Installed Base


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19 comScore, Inc. Proprietary.Data: 3 Mo Avg ending Sept 2011

Source: comScore Mobilens US

0%

10%

20%

30%

40%

50%

60%

70% Share of Recent Handset Acquisitions

Not Smartphone Smartphone

+35%

-23%

A Majority of New Phone Acquirers Now Purchase Smartphones


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The Rise of Connected Devices


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The Tablet Graveyard 1.0

2002HP Compaq Tablet PC

1993 AT&T EOPersonal Communicator

1993

Apple Newton


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The US Smartphone Ramp

22

-

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

100,000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

S m

a r t p

h o n e

O w n e r s

( 0 0 0 ' s )

US Smartphone Ownership


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Three Key Drivers of Connected Devices

1. Ubiquitous Network Connectivity2. Broad and Deep Content Availability3. Touch Interfaces


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7% of Internet Traffic in the U.S. Is Driven by Non-Computer Devices

Source: comScore Device Essentials, U.S., August 2011

93.2%

0.5%

1.9%

4.4%

6.8%

Share of Non-Computer Device Traffic in the U.S.

Computer Other Tablet Mobile


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7% of Internet Traffic in the U.S. Is Driven by Non-Computer Devices


68.2% 64.4%

22.5%28.1%

9.3%7.5%

May 2011 August 2011

Other

Tablet

Mobile

6.2% 6.8%

Total Non- Computer

Traffic

Breakdown of Non-Computer

Device Traffic


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Apple Controls an Even Greater Share of OS Market by Web Traffic


OS Market Share by Digital Traffic

Apple iOS58.5%

GoogleAndroid

31.9%

RIM5.0%

OtherPlatforms

4.6%

Apple iOS

GoogleAndroid

RIM

Other Platforms

Mobile

Tablet

Other Devices

58.5%

31.9%

5.0%

4.6%


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Increased WiFi Availability and Mobile Broadband Use DrivesConsumption on Devices


62.8%

9.2%

1.9%

37.2%

90.8%

98.1%

Mobile

Tablet

Other

Connection Type by Device

78.2%

52.7%

36.9%

8.5%

21.8%

47.3%

63.1%

91.5%

Android Phone

iPhone

Android Tablet

iPad

Connection Type by Device and OS

Mobile Access WiFi Access


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Tablet Owners and their Behaviors


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Tablet Users Display the Demographic Characteristics of EarlyTechnology Adopters: Younger Males with Above Average Income

Source: comScore MobiLens, U.S. 3 mon. avg. ending Aug-2011

54.7%

45.3%

Share of Tablet Audience by Gender

Male Female


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Tablet Users Display the Demographic Characteristics of EarlyTechnology Adopters: Younger Males with Above Average Income

Source: comScore MobiLens, U.S. 3 mon. avg. ending Aug-2011

6%

14%

29%

22%

15%

8%

6%

0%

5%

10%

15%

20%

25%

30%

35%

13-17 18-24 25-34 35-44 45-54 55-64 65+

Percent Share of Tablet Audience by AgeSource: comScore MobiLens, 3mo Avg ending Aug 2011, US


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Nearly Half of Tablet Owners Have a Household Income of $100k+ ,But Lower Priced Tablets Entering the Market Will Change This


6.3%

13.6%

18.3%

15.9%

45.9%

Share of Tablet Audience byHousehold Income


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3 of 4 Tablet Owners Access Email on their Device

74%

59%

53%

52%

35%

22%

18%

21%

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

Accessing email

Updating on social media sites

Sharing photos/videos via sites

Accessing Instant Messenger

Q: How often do you perform these communication/socialmedia activities on your tablet(s)?

Almost every day in the past month At least once in the past month


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More Than Half of Tablet Owners Consuming News Content on Device

58%

54%

54%

52%

49%

22%

22%

20%

18%

16%

World, national or local news

Sports content

Entertainment/music/celebrity news

Financial news

Technology news

Q: How often do you access these types of news/informationon your tablet?

At least once in the past month Almost every day in the past month


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Two Thirds of Tablet Owners Play Games on Their Device

67%

65%

62%

57%

57%

56%

49%

48%

48%

23%

19%

22%

18%

21%

19%

16%

17%

16%

Play a game

Watch short video clips on sites such as YouTube

Listen to music downloaded from a music service

Read an e-magazine or newspaper

Listen to music from a streaming/cloud-based service

Read an e-book

Watch on-demand video or TV episodes

Watch full length movies

Watch live broadcast TV programs

Q: How often do you perform these entertainment activities on your tablet?

At least once in the past month Almost every day in the past month


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Tablet Owners Surpass Smartphones in Entertainment Engagement

49%

58%

21%

67%62% 65%

Played Games Listened to Music Watched TV/Video

Monthly Penetration of Entertainment ActivitiesSmartphone Tablets


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Half of Tablet Owners Made a Purchase on Device in September

56%

54%

51%

51%

47%

46%

43%

Looked up product/price info for a specific store

Read customer ratings or reviews for an item

Compared product and price information

Searched for a nearby store

Created a shopping list

Checked a store`s inventory for an item`s availability

Shared product recommendations

Q: How often do you perform these shopping activities on yourtablet?

At least once in the past month


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Connected Devices Will Make an Impact in the Holiday Season

24%

33%

16%

34%34%

23% 23% 22%

Researching prices or itemsbefore shopping

Researching prices or itemswhile shopping

Purchasing an item online Finding deals, discounts orsales while shopping

% most likely to use a smartphone % most likely to use a tablet

Usage of Smartphones/Tablets for Holiday Shopping & Research

Q. Among the devices below, please indicate which you are most likely to use for each purpose thisholiday season? (among those who own both a tablet and a smartphone)

Source: comScore Survey October 2011


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The Impact of Connected Devices on DigitalConsumption


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Connected Devices Increasingly Key to Home Media Experiences

88%

64%

54%

37%

11%

Desktop/Laptop

Tablet

Mobile Phone

TV/Game Console

Other

Q: Which of the following devices do you use to connect tothe Internet at home?

Source: comScore Tablet Survey, September 2011, U.S .

Digit l C ti b D P t Sh V i g U g f D i


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Digital Consumption by Day Part Shows Varying Usage for DevicesThroughout a Regular Weekday or Weekend

Source: comScore Custom Analytics, U.S., August 2011

0%

2%

4%

6%

8%

10%

12:00 AM 6:00 AM 12:00 PM 6:00 PM

Share of Device Page Traffic for News Category

Mobile Tablet Computer

0%

2%

4%

6%

8%

10%

12:00 AM 6:00 AM 12:00 PM 6:00 PM

Weekday

Weekend


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Mobile Adds Incremental Reach for Key Publishers

Source: comScore Total Universe Report (Beta), U.S., August 2011

7.6%

10.0%

11.2% 9.1% 8.2%

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

New YorkTimes

USA Today LA Times WashingtonPost

Wall StreetJournal

T o

t a l U n

i v e r s e

A u

d i e n c e

( 0 0 0 )

Incremental Reach of Select News Properties

Home and Work Computer Audience

Incremental (Mobile and Connected Device) Audience


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Source: comScore Total Universe Report (Beta), U.S., August 2011

52%

22%

26%

Share of Visitors

Pandora Total Universe Audience by Share of Visitors

Home/Work PC andMobile

Home/Work PCOnly

Mobile Only


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Connected Devices Grow the Audience


57%

29%

24%

13%

9%

0.2%

Maps

New/Information

Email

Social Networking

Retail

Total Internet

Incremental Reach and Duration of Time Spent on Selected

Categories Relative to Computer Use for iPhone and iPad Owners

Incremental Reach


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But Biggest Impact is on Our Time


57%

29%

24%

13%

9%

0.2%

920%

160%

190%

280%

250%

200%

Maps

New/Information

Email

Social Networking

Retail

Total Internet

Incremental Reach and Duration of Time Spent on Selected Categories

Relative to Computer Use for iPhone and iPad Owners

Incremental Time Spent

Incremental Reach


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Tablets Today and Tomorrow


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Tablet Graveyard Version 2.0


iOS97%

Android, 2.5%

RIM, 0.3%Tablet

150+ Tablet ModelsLaunched in US in Last 2

Years


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Consumer demand for Apple and Amazon tablets is growing strongly

-

5,000

10,000

15,000

20,000

25,000

30,000

A u g - 1

0

S e p - 1

0

O c

t - 1 0

N o v - 1

0

D e c - 1

0

J a n - 1

1

F e

b - 1

1

M a r -

1 1

A p r -

1 1

M a y -

1 1

J u n - 1

1

J u

l - 1 1

A u g - 1

1

S e p - 1

1

O c

t - 1 1

iPad Kindle Kindle Fire

10%15%

7%

8% 3%

4%

3%

3%

2%

2%

Most likely to purchase for a friendor family member

Most likely to purchase for myself

Blackberry Playbook

HP TouchPad

Samsung Galaxy Tab

Amazon Kindle Fire

Apple iPad / iPad2

Tablets Consumers Are Most Likely to PurchaseSource: comScore Survey October 2011

U.S. Searches (000) for iPad, Kindle, Kindle FireSource: comScore Search Planner, Aug-10 Oct-11

+103% vs. YAGO

+30% vs. YAGO

Number of Searches for iPad has more than doubled since last October suggesting significant increase inpurchase consideration during lead-up to holiday season

Consumers are already picking the Kindle Fire as a high-value low-


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22% - Apple iPad / iPad25% - Samsung Galaxy Tab4% - Amazon Kindle Fire4% - Blackberry Playbook

3% - Motorola XOOM52% - None of these

Has the Most Features

Consumers are already picking the Kindle Fire as a high-value, low-price player in the tablet space

Consumer Perception of Tablet Brands

15% - Amazon Kindle Fire4% - HP TouchPad

4% - Asus Eee Pad Transformer 4% - Apple iPad / iPad2


Lowest Price

12% - Amazon Kindle Fire9% - Apple iPad / iPad2

5% - HP TouchPad5% - Samsung Galaxy Tab


Best Value For the Price

23% - Apple iPad / iPad24% - Amazon Kindle Fire4% - Blackberry Playbook

4% - HP TouchPad3% Samsung Galaxy Tab

52% - None of these

Has the Best Apps

Q. Please select in the below table which tablet you think fitsbest with each statement listedSource: comScore Survey October 2011 20% - Apple iPad / iPad2

8% - Amazon Kindle Fire5% - Samsung Galaxy Tab

4% - HP TouchPad3% - Motorola XOOM48% - None of these

Would Most Like to Own


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Looking Ahead

Increasing numbers of consumers are digitally omnivorous Consuming a variety of digital content across multiple devices

Smartphones and Tablets increase time spent with digital content More personal, more tactile, rich media-forward

By next year, most US consumers will have a smartphones

Connected Devices world revolves around platform ecosystems as much, ifnot more, than the Web Tablet owners are voracious consumers of entertainment content Ensuring reach across platforms is important, and a cost

Tablet audience is ramping up with incredible speed But adoption still early and long-term winners TBD Other Android players and Microsoft must move swiftly in 2012 with both

devices and content ecosystems


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A Final Thought

50

A decade ago we were focused onturning phones into thecomputers we knew.

computers in the image ofthe phones we love.


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Thank you

[email protected]

Mark Donovan

2007: Android the Clear Leader, iPhone Holds


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10%

34%

19%

6%

21%

10%

3%

2%

44%

26%

8%

2%

25% 29%

42%

19%

25%

27%

3%

45%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2005 2007 2009 2011

AndroidAppleRIMPalmSymbianMicrosoft

2007: Android the Clear Leader, iPhone HoldsOn

Source: comScore Mobilens US

comscore no pc connected devices

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