web content 2011 comscore mobile keynote june 2011

8/6/2019 Web Content 2011 ComScore Mobile Keynote June 2011

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WebContent 2011 : Chicago June 6-7

Todays Mobile Mainstream

Mark Donovan, SVP + Senior Analyst

[email protected] WC2011 in Subject
mailto:[email protected]


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3 comScore, Inc. Proprietary.

Today . . .

Can See

KnowsWhere I am

Monitors mySocial Graph

AlwaysConnected

Always

With Me

Accesses

my Media

. . . My Phone Augments My Reality

Can Hear

Can Pay

Make, Consume, Share Content


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comScore


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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


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Network AnalyticsConsumer Panelsand Survey

Site/App Metrics

comScores 360View of Mobile


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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

GlobalShaperCompany

2010

To provide census level mobile behaviorTo offer competitive mobile advertising tracking


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Mobile Media is Mainstream


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Mobile Media Users are Nearing a Majority in the US

Product: MobiLens

Data: Three month average ending March 2011Country: US, N= 30,817

MobileMedia,45.7%

SMS (and notmobile media),

27.2%

Just Voice,27.1%

US Mobile Market Q1 2011

107 MillionMonthly

Mobile MediaUsers

+24% YoY

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


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Mobile Browser/App Users Growing Every Month

Product: MobiLens


34%

36%

39%

41%

43%

25%

27%

29%

31%

33%

35%

37%

39%

41%

43%

45%

Half will Be Using Browser and Apps by End of year


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Devices Change the Game


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Top 10 Devices United States by Installed Base

Product: MobiLens



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Touch Will Become Dominant Mobile UI

Product: MobiLens

Data: Three month average ending March 2011

Country: US, N= 30,817

44%

56%

0%

10%

20%

30%

40%

50%

60%

Non-TouchscreenDevice Owner

Touchscreen DeviceOwner

%MobileMedia

User

US Mobile Media Users

Are you thinking about touch for your content?


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Nearly One in Three own a Smartphone

MobiLens, US, Oct 2009 to Apr 2011

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

US Smartphone Owners

Oct09 to Apr11

75 million smartphone owners


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Googles Android, Apples iPhone Surge

Product: MobiLens



422%

1%

56%

-20% -19%

19%

-50%

0%

50%

100%

150%

200%

250%

300%

350%

400%

450%

0

5,000

10,000

15,000

20,000

25,000

30,000

Google RIM Apple Microsoft Palm Symbian

%Year-on-Year

Growth

MobileOwne

rs(000)

Smartphone OS Growth

Mar-2010 Mar-2011 YoY Growth


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Intense Platform Competition

Product: MobiLens

US, April 2011

Android36%

iOS26%

RIM26%

Microsoft7%

HP/Palm3%

Symbian2%

US Smartphone Platform Share, April 2011

Platformsand platform

technologyimpact whatyou can andcant do.


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Social and Contextual Content in the Lead


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Double-Digit Growth in All Major Categories

Product: MobiLens



30.7%

40.2%

45.7%

32.1%

38.1%

43.3%

16.9%

24.8%

31.5%33.4%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

50.0%

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

%YoY-Growth

UniqueU

ser(000)

Top 10 Mobile Categories - Year-on-Year Growth

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


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Nearly Daily Users Growing Faster than Total Audience

31%

27%

32%

37%

33%

35%

41%

35%

41%

29%

32%

28%

32%

48%

48%

48%

49%

63%

71%

50%

0% 20% 40% 60% 80%

Tech news

Financial news or stock quotes

Movie information

Entertainment news

Sports information

News

Maps

Search

Weather

News and information

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

Almost Everyday

Ever in Month

Product:, MobiLens

Data: Three month averages ending January2010 and January 2011

Country: US


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Mobile Social Media Booming in US

Social Media fastest growingcategory in US

Almost daily users of mobile

social media +80% YoY in US

Conversational Media in MobileMetrix has 69% reach

36% minutes, 48% PVs

Nearly all is Facebook with 83%

of category minutes and 77% of

PVs 0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

UniqueUsers

MobiLens: US Social Media

Almostevery day

At leastonce eachweek

Once tothree timesthroughoutthe month


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Location and Context is Key in Mobile

Product: MobiLens



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%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

50.0%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

Weather Search Maps MovieInformation

RestaurantInformation

TrafficReports

TravelService

%YoY-Gr

owth

%Mark

et

Location Based Services

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


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Mobile Provides Incremental Reach


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PAGE TAGS

Unified Digital Measurement (UDM) Establishes Platform For

Panel + Census Data Integration

PANEL

Unified Digital Measurement (UDM)

GlobalPERSON Measurement

GlobalMACHINE Measurement

V0910


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UDM clientsOver 320,000 Domains Currently Tagging withcomScore. On a monthly basis the list of domains increase by 5%.

A brief representation of domains that are currently tagging with comScore
http://www.expedia.ca/daily/enc4105/home/default.asphttp://www.demandmedia.com/


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Mobile-Only is 40% of Pandoras Audience


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Newspapers Seeing Incremental Mobile Reach


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Advertising Comes to Mobile


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Frequency and Awareness of Mobile Ads on the Rise

Product: MobiLens



25% 28%

28% 30%

47% 43%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Aug-10 Mar-11

%RecallSeeingaWeb/AppAd

Frequency of Recalling Seeing a Web/App Ad

Once to threetimesthroughout themonth

At least onceeach week

Almost everyday


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Mobile Advertising Developing Broad Appeal


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Mobile Ads Connect with Hard to Reach Segments

Product: MobiLens



7%

24%

30%

19%

12%

5%

3%

0% 10% 20% 30% 40%

13-17

18-24

25-34

35-44

45-54

55-64

65+

% Recall Seeing a Web/App Ad


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Advertising Monetizes Mobile


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Mobile Social Networking Attracts a Younger User Base

Product: MobiLens

Data: Three month average ending December 2010


WeatherSocial Networking

Maps

Personal Email

IM

Search

News

Sports Information

Photo or Video SharingService

Bank Accounts

20%

25%

30%

35%

40%

45%

50%

55%

60%

28.0 30.0 32.0 34.0 36.0 38.0

%Female

Median Age

Demographic Profile Mobile Owners by Application Genre

Size of bubbles = % of the market

Higher on chart = More femaleFurther to right = Older


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Elder Adults Show Interest in Mobile Media

T

Product: MobiLens



50%55%

15%19%

0%

10%

20%

30%

40%

50%

60%

March 2010 March 2011

%AgeGroup

Mobile Media Usage - Teens vs Elder Adults

Teenagers (13 - 19 yrs) Elder Adults (55+ yrs)Mobile Media User = Used browser, application, native email, stream or download musicand broadcast or on demand video (does not include SMS)

YoY +1.4%

YoY +44.6%


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Whats Next?


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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


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iPad Owners Arent Just Apple Fanboys

Product: MobiLens



% ofSmartphone

Users% of iPad Users

Index of iPad toSmartphone

Owners*Mobile PhoneManufacturer 100.0% 100.0% 100

Apple 25.5% 29.0% 114

RIM 27.1% 17.2% 64

Samsung 8.6% 13.6% 159

LG 4.1% 13.5% 328

Motorola 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


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To Sum

Mobile is here today

An audience of 107M use mobile media every month.

Connected Devicessmartphones, tablets, et alare bringing afundamental change in the way humans interact with technology.

Were being augmented in persistent and personal ways.

Understanding trends and demographics is important for targetingan audience.

But real innovation happens by thinking about the context andunique possibility of mobile not just porting content to a smaller

screen.

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Thank You!

Questions?

For Slides [email protected] and put WC2011 in Subject Line

Tag your sites: direct.comscore.com

Find out how we can help: [email protected]

web content 2011 comscore mobile keynote june 2011

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