Professional Documents
Culture Documents
Agenda
comScore Mobile Data Mobile Media Trends Shifting Mobile Media Landscape Smartphones 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
1,400
1,200 1,000 800 600 400 200 0
2007 2008 2009 2010 2011 2012 2013 2014 2015
Desktop Mobile
34% 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 15% year on year
Mobile Segments Q1 09 vs Q1 10
100% 90% 80% 70% % Market 60%
17%
14%
55%
50% 40% 30% 20% 10% 0% Q1 2009 Mobile Media SMS (and not Mobile Media)
Product: MobiLens
53%
28%
34%
50.0% 45.0% 40.0% 35.0% % Market 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Mar-09 Apr-09 May-09
24% 18%
4%
Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
6%
Mar-10
3G Device Owners
Product: MobiLens
Smartphone Owners
Mobile Internet services (browsing, apps and e-mail) skew 60-65% male.
55
50
45
Ringback
% Female
40 Purchased Game 35
Mobile Media
Median Age
Product: MobiLens Data: Three month average ending March 2010
comScore, Inc. Proprietary and Confidential. 10
Nokia Leads OEM Market for Device Owners and Mobile Media Users By Some Distance
Although the iPhone gains a large amount of hype, it still only represents 4% of total mobile owners in
EU5 and 12% of all mobile media users. The number of iPhone owners grew 172% YoY. * Total device owners market share in bold, mobile media market share numbers in red.
OEM Market Share for Total Market and Mobile Media Users
40% 35% 30% 37% 32% 30% 25% 20% 20% 15% 10% 5% 3% 0% Nokia Samsung Sony Ericsson LG Motorola Apple RIM 18% 13% 12% 8% 8% 6% 4% 2% 12% 10% 4% 5% 2% 0% Sagem 2% 0% Siemens 0% 15% 20% 35%
% Market
25%
Total Market
Mobile Media
Product: MobiLens Data: Three month average ending March 2010
11
12
5%
4%
% Market
3%
2%
1%
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
Ringtone Purchasers
Graphics Phurchasers
Product: MobiLens
Games Purchasers
Social networking users are showing the highest gains with 98% YoY growth. 12% are using IM and users are growing 37% YoY.
25%
% Market
20%
15%
12%
10%
5% 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
Mobile Browsing
IM
Product: MobiLens
Social Networking
The mobile internet is as much about connecting with friends and family as it is about news and info.
% Browsers
Product: MobiLens Data: Three month average ending March 2010
comScore, Inc. Proprietary and Confidential. 15
Google Sites FACEBOOK.COM Vodafone Group Telefonica Mobile Networks Orange Sites BBC Sites Yahoo! Sites Microsoft Sites Deutsche Telekom Nokia
5,793,816 5,674,595 3,547,718 3,271,221 2,376,524 2,146,536 2,141,238 1,702,176 1,125,953 1,062,416
32.7 32.0 20.0 18.4 13.4 12.1 12.1 9.6 6.3 6.0
Product: MMM Data: February 2010
27.9 303.5 21.1 12.7 22.6 23.3 21.1 90.5 20.1 14.2
106 420 32 17 41 40 35 66 58 26
16
Country: UK
mobile users spend 45 minutes on facebook per usage day; average 43 visits per month
comScore, Inc. Proprietary and Confidential.
PC users spend 32 minutes per usage day; average 35 visits per month
Product: GSMA MMM & comScore Media Metrix Data: Feb 10.
17
Country: UK
Country: UK
Total Mins
6,000,000
5,000,000 Unique Users Mobile Sport Booms as England Reach the ???
3,000,000 England Reach the world cup quarter final England fail to qualify for the Euro 2008 No summer football tournament. Sports users in June down 25% on average month in 2007
2,000,000
1,000,000
No summer football tournament. Sports users in June down 15% on average month in 2007
19
Maps
Games
Country: UK - N= 15,567
3%
2%
% Market
2% 2%
2%
1%
1%
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
Games Purchasers
Product: MobiLens Data: Three month average ending March 2010
comScore, Inc. Proprietary and Confidential. 21
The vast majority of the growth in games downloads is coming from free games downloads which are
growing 68%.
12,000,000
9,000,000
Products Advertised
Country: UK
12,000,000
9,000,000
Products Advertised
Country: UK
In 2009 the average number of mobile browsers was 33% of the number of PC Internet browsers. In December 2009 total mobile Internet minutes were between 6%-10% of total PC Internet minutes. 2009 Mobile ad spend is 1% of PC Internet spend.
0.0
Country: UK
38,597,072
140.0
26
Smartphones
27
Although the Total Number of Symbian Owners are Growing they are Losing Share
Apple and RIM gaining share. Android starting to emerge.
Smartphone Marketshare Q1 09 vs Q1 10
100% 90% 16% 80% % Smartphone Owners 70% 60% 50% 40% 69% 30% 20% 10% 0% Q1 2009 Symbian Apple Microsoft RIM Google Palm Q1 2010 59% 8% 17% 3% 6% 8% 14%
5,000,000
3,000,000
2,000,000
1,000,000
Nokia 5800
iPhone 3G S
Product: MobiLens Data: Three month average ending March 2010
30
Smartphone Owners are Over 328% More Likely to Use Mobile Media than Non-Smartphone Users
The Apple iPhone has revolutionized the market for mobile media, however Googles Android and RIMs
Blackberry devices are providing competition in terms of usage behaviour.
Symbian device owners are less likely to use mobile media but are by far the most popular smartphone
OS.
Summing Up
32
Classic mobile content businesspersonalizationin decline / flat Still work to be done to accelerate the large mobile advertising opportunity The iPhone is not the only smartphone on the market.
Symbian shows high penetration Android users show similar usage penetration
33
Thank You.