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Comscore — State of Mobile US Webinar June 2010

37 slides from Comscore's conference presentation, Jun 8, 2010

  1. Slide 1: The State of Mobile

    The State of Mobile US Mobile Media Landscape and Trends Mark Donovan, SVP Mobile + Sr. Analyst June 8 2010

  2. Slide 2: Agenda

    Agenda  comScore Mobile Data  Macro Mobile Media Trends  Shifting Mobile Media Landscape  Smartphones & Device Trends  Summing Up © comScore, Inc. Proprietary and Confidential. 2

  3. Slide 3: comScore Mobile Data

    comScore Mobile Data © comScore, Inc. Proprietary and Confidential. 3

  4. Slide 4: comScore Mobile Data

    comScore Mobile Data  Complexity and fragmentation of mobile market requires an array of data sources and methodologies for a 360° view MobiLens Network Census Site + App Census Market Tracking via Carrier Log Analysis Mobile Web, App Intelligent Online Survey GSMA MMM AdNet Tagging Mobile Metrix A

  5. Slide 5: MobiLens' comprehensive suite of measures

    MobiLens‘ comprehensive suite of measures MobiLens Database Demographics Personalization Age, Gender, Income, Education, Changed or Made Own Ringtones/Graphics, Employment, Household Composition, more Purchased Ringtones/Graphics, Quantity, Ringback Subscriptions, more Subscription and Operator Info

  6. Slide 6: Macro Mobile Media Trends

    Macro Mobile Media Trends © comScore, Inc. Proprietary and Confidential. 6

  7. Slide 7: Mobile On Track to Eclipse the Desktop

    Mobile On Track to Eclipse the Desktop Number of Global Users (Millions) 2,000 1,800 1,600 1,400 1,200 1,000 Desktop 800 Mobile 600 400 200 0 2007 2008 2009 2010 2011 2012 2013 2014 2015 © comScore, Inc. Proprietary and Confidential. 7 Source: Morgan Stanley Research

  8. Slide 8: 38% of Mobile Phone Owners Browse the Mobile Internet, Use Applications or Download Content

    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% Ju

  9. Slide 9: Mobile Media—It's Not Just "The Kids" Who Are Doing It

    Mobile Media—It‘s Not Just ―The Kids‖ Who Are Doing It  Average mobile media user is 32 and 46% are female.  Younger demographics create their own ringtones, use social networking services and listen to music (web 2.0 type services).  Mobile internet services (browsing, apps and e-mail) skew 55-6

  10. Slide 10: Growth of the Key Market Enablers Continues

    Growth of the Key Market Enablers Continues  Two key enablers (smartphones and 3G devices) are now firmly entrenched in the market.  Smartphone owners rise 85% year on year.  Unlimited data plan subscribers, grew 57% year on year to 24% penetration. Growth of Market Enablers 50.0% 45.0% 45% 40.0%

  11. Slide 11: Browser + App Growth Tracks with Rise in Unlimited Data

    Browser + App Growth Tracks with Rise in Unlimited Data  AT&T ‗s elimination of unlimited data plans could be barrier to new mobile media adopters but is unlikely to impact current users who are hooked on ubiquitous data access 38% US Mobile Data Usage and Plans 36% 10% 36% 34% 33% Usage % of Total

  12. Slide 12: Samsung, Motorola and LG Leads in Mobile Market Share

    Samsung, Motorola and LG Leads in Mobile Market Share  But RIM and Apple have outsized share of mobile media users OEM Market Share for Total Market and Mobile Media Users 25% 20% 19% 22% 22% 19% 18% % Mobile Media Users 17% 20% 22% 16% 14% 13% 13% % Market 15% 12% 10% 10% 8% 8% 8% 6% 5% 5% 4% 4% 2

  13. Slide 13: Shifting Mobile Media Landscape

    Shifting Mobile Media Landscape © comScore, Inc. Proprietary and Confidential. 13

  14. Slide 14: Early Mobile Content Successes Are Waning

    Early Mobile Content Successes Are Waning  Personalization sector is clearly in decline  Mobile games audience is flat, but there’s much more to the story (we’ll get to that shortly). Personalization and Game Audience Trend 10.0% 9.1% 9.0% 8.0% 8.4% 7.0% 6.0% 5.7% % Market 5.0% 4.7% 5.5% 4.0% 3.0%

  15. Slide 15: Mobile Video Remain a Niche

    Mobile Video Remain a Niche  4.7% watched some form of video  ―Broadcast TV‖ (linear video) grew 32% YoY increase in the number of users but still only represents 1.3% of the market. TV / On Demand Video Trend, US 2.5% 2.0% 2.1% 1.9% 1.5% % Market 1.3% 1.0% 1.0% 0.5% 0.0% Mar-09 Apr-09 May-09 Jun-

  16. Slide 16: 30% of Mobile Owners Now Browse the Mobile Internet

    30% of Mobile Owners Now Browse the Mobile Internet  More than 1 million mobile users began browsing the Internet each month (Q1’09-Q1’10)  Social networking users are showing the highest gains with 80% YoY growth. Mobile Internet Trends 35% 30% 25% % Market 20% 15% 10% 5% 0% Mar-09 Apr-09 May-09

  17. Slide 17: Mobile Users Access a Wide Range of Content

    Mobile Users Access a Wide Range of Content Top 20 Mobile Content Categories Reach Among Active Users (Browsing, Apps, SMS), April 2010, US online retail 12% auction sites 12% electronic payments 12% gaming information 13% television guides 13% classifieds 15% general reference 17% business director

  18. Slide 18: Communicating & Sharing Drives Mobile Web

    Communicating & Sharing Drives Mobile Web  47% of mobile users search v. 88% of PC Internet users.  The bars in yellow highlight the genres that relate to communicating and sharing with others, the red bars indicate news and weather genres.  The mobile Internet is as much about connecting with fr

  19. Slide 19: Browsing Audience Larger than App Audience . . . Mostly

    Browsing Audience Larger than App Audience . . . Mostly Top 10 Mobile Content Categories Browser v. App US, April 2010 40,000 35,000 Browser 30,000 25,000 20,000 App 15,000 10,000 5,000 0 Product: MobiLens Data: Three month average ending April 2010 © comScore, Inc. Proprietary and Confidential. 19

  20. Slide 20: iPhone and Android Benefit from Map Integration

    iPhone and Android Benefit from Map Integration  Slight lead for RIM on map use via browser, but success of tight services integration is clear. 50% 45% 44% 44% 40% 35% 30% Accessed maps by 25% Browser 20% 20% Accessed maps by App 17% 17% 17% 15% 10% 5% 0% RIM iPhone Android Product: MobiLens Data:

  21. Slide 21: Early Mobile Content Successes Are Waning

    Early Mobile Content Successes Are Waning  Personalization sector is clearly in decline  Mobile games audience is flat, but there’s much more to the story (we’ll get to that shortly). Personalization and Game Audience Trend 10.0% 9.1% 9.0% 8.0% 8.4% 7.0% 6.0% 5.7% % Market 5.0% 4.7% 5.5% 4.0% 3.0%

  22. Slide 22: Free Business Model Gaining Traction at Expense of Paid

    Free Business Model Gaining Traction at Expense of Paid Paid v. Free Trend in Games 8,000 7,000 Past 12 Months Trial only Mobile Subscribers (000) download 11% drop in subscribers 6,000 purchasing games for a Purchased by 5,000 paying a fee fee 4,000 Downloaded full 67% increase in version of game f

  23. Slide 23: Growth for Mobile Advertising Continues in the US

    Growth for Mobile Advertising Continues in the US  Ad Metrix Mobile observed nearly 1,000 distinct products advertised using mobile banners in March 2010.  comScore client studies consistently show positive impact of in-application brand advertising (no need to wait for iAd) Growth of Products Adv

  24. Slide 24: Mix of Advertisers Becoming More Mainstream

    Mix of Advertisers Becoming More Mainstream  ―Mobile Endemic‖ ads still account for majority of observed ads  Increasing spend by CPG, auto, travel and other sectors  P&G ranked 3rd in Ads in April Count of Distinct Ad Creatives CSW 112 UpSNAP Services LLC 132 Buongiorno Vitaminic S.p.A. 139 Viac

  25. Slide 25: Smartphones and Devices

    Smartphones and Devices OS share, Touch, platform comparisons © comScore, Inc. Proprietary and Confidential. 25

  26. Slide 26: Mobile Phone Owners in the US Now Have a Smartphone

    1 in 5 Mobile Phone Owners in the US Now Have a Smartphone  Driving this increase are phones that provide a strong foundation for media consumption  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 phon

  27. Slide 27: Smartphone Growth Has Clear Impact on Media Consumption

    Smartphone Growth Has Clear Impact on Media Consumption Service Penetration, US April 2010 Smartphone Feature Phone 15% Video 2% 37% Music 8% 53% Social Networking 11% 78% Browsing 19% 84% App Use 24% Product: MobiLens Data: Three month average ending April 2010 © comScore, Inc. Proprietary and Conf

  28. Slide 28: Android Share Has Grown 5X in Months

    Android Share Has Grown 5X in 12 Months  85% YoY increase in overall smartphone ownership  Apple and RIM have grown share  Android has surged—will soon eclipse Microsoft Smartphone Share Trend 45% 38% 42% % Smartphone Owners 40% 35% 30% 27% 25% 25% 20% 21% 15% 14% 10% 10% 5% 0% 2% Mar-09 Apr-09 M

  29. Slide 29: Smartphones Now Majority of Major Mobile Audiences

    Smartphones Now Majority of Major Mobile Audiences Mobile Audience Sizes by Phone Type, US 80,000 70,000 60,000 50,000 40,000 Feature Phone 30,000 50% 54% Smartphone 20,000 54% 10,000 55% 66% 0 Browsing App Use Social Music Video Networking Product: MobiLens Data: Three month average ending April 20

  30. Slide 30: Smartphone Platforms Compete on Mobile Media

    Smartphone Platforms Compete on Mobile Media  The Apple iPhone has revolutionized the market for mobile media, however Google’s Android and RIM’s Blackberry devices are providing competition in terms of usage behavior.  Google and Apple platforms over-index on consumption behavior, compared to the

  31. Slide 31: Strong Growth for Advanced Device Features

    Strong Growth for Advanced Device Features 70,000 Full Keyboard 60,000 XL Screen 50,000 Touch Screen 40,000 Accelerometer 30,000 20,000 10,000 0 Product: MobiLens Data: Three month average ending April 2010 © comScore, Inc. Proprietary and Confidential. 31

  32. Slide 32: Touch is Redefining the Mobile Media Experience

    Touch is Redefining the Mobile Media Experience  Currently 112 variants of touchscreen smartphone models in US market  Touch will become dominant smartphone interaction model by Q3  Not limited to smartphones—mid-range touch devices also selling and performing Google, 22% Microsoft, 14% Not Touch

  33. Slide 33: Touch UIs Driving Higher Penetration of Key Services

    Touch UIs Driving Higher Penetration of Key Services Smartphones by Touch Support 90% 83% 85% 80% 72% 74% 69% 70% 60% 50% 40% 27% Touch 30% 19% NotTouch 20% 11% 10% 0% Used Browser Used Listened to Watched Application Music TV/Video (except native game) Product: MobiLens Data: Three month average en

  34. Slide 34: Summing Up

    Summing Up © comScore, Inc. Proprietary and Confidential. 34

  35. Slide 35: Summing Up: The Big Picture

    Summing Up: The Big Picture  Mobile Media Market has fully arrived – 1/3 of phone owners using mobile media – Critical mass for publishers with room for sustained growth  Technology enablers continue to grow – Even faster networks / devices arriving  Growth of key consumer enabler—unlimited data

  36. Slide 36: Summing Up: The Platform Wars

    Summing Up: The Platform Wars  Smartphones have hit critical mass – Majority share of major mobile media audiences despite 20% overall penetration – Touch interfaces are on path to dominance – Sensors and cloud services will continue to change the way we interact with devices, people, content, serv

  37. Slide 37: Thank You.

    Thank You. THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™ For more information, please contact comScore Mobile [email protected]

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