The Global Growth of the Smartphone and App Economy

Transcription

1 The Global Growth of the Smartphone and App Economy Danske Medier App Day 2015 Stuart Wilkinson Head of Industry Relations EMEA comscore For info about the proprietary technology used in comscore products, refer to

2 comscore is a global leader in digital measurement and analytics Founded in 1999 NASDAQ SCOR Clients Employees 1,000+ 2,100+ Worldwide Headquarters Reston, Virginia, USA Global Coverage Local Presence Big Data Measurement from 172 Countries; 43 Markets Reported 32 Locations in 23 Countries Over 1.7 Trillion Digital Interactions Captured Monthly equal to almost 40% of the monthly page views of the entire internet OW comscore, Inc. Proprietary. 2

3 Diverse, Loyal Customer Base with 90%+ Subscription Renewals Media Owners / Advertisers Agencies comscore, Inc. Proprietary. 3

4 comscore, Inc. Proprietary. 4

5 Audience Evolution in Cross-Platform Environments comscore, Inc. Proprietary. 5

6 comscore is a big data story Worldwide daily records, July 09 Present Total records collected in October ,770,519,465,676 (1.77 Trillion) Census Panel comscore, Inc. Proprietary.

7 Foundation: Unified Digital Measurement Across Platforms comscore s unique combination of Panels, Cookies and Tags provides an accurate measure of person-level audiences across multiple platforms. PANELS (PEOPLE) CENSUS NETWORK (COOKIES & TAGS) UDM comscore, Inc. Proprietary. 7

8 comscore Audience Product Suite BROWSING MMX MOBILE METRIX MoMX VIDEO VIDEO METRIX Multi-Platform MMX MULTI-PLATFORM comscore, Inc. Proprietary. 8

9 MMX Multi-Platform lets us see how Multi-Platform access is now the growing norm. (% accessing digital content on more than one device in a month) 73% UK 63% US 66% 61% ES DE 59% AU Source: comscore MMX Multi-Platform, November 2014 comscore, Inc. Proprietary. 9

10 Mobile Metrix a new science since 2013 Smartphones (iphones and Android Phones) ipads Android Tablets MoMX with Panels in production today in USA, Canada, UK (beta) and in development in Spain and Brazil. Census based MoMX in 39 countries in Q (>15 markets currently in production) United States comscore, Mobile Inc. Metrix Proprietary

11 Mobile s Share of Page Views varies across Countries Share of Total Page Views by Device Type (Browsing) Source: comscore Device Essentials, Dec % 1% 0% 1% 18% 7% 22% 12% 11% 6% 17% 10% 74% 65% 83% 72% comscore, Inc. Proprietary. 11

12 but is ever increasing Year-on-Year Development of Mobile Share of Total Page Views Source: comscore Device Essentials, Dec 2013 vs. Dec % 30.0% +25% +3% +112% +43% +31% +20% 25.0% 20.0% 15.0% Dec 13 Dec % 5.0% 0.0% USA EU DK FI SE NO comscore, Inc. Proprietary. 12

13 Mobile is driving additional online access during the day % SHARE OF DAILY INTERNET VISITS WITHIN PLATFORM ALL CATEGORIES Source: comscore Device Essentials comscore, Inc. Proprietary. 13

14 but usage patterns vary depending on content (I) WEATHER Source: comscore Device Essentials comscore, Inc. Proprietary. 14

15 but usage patterns vary depending on content (II) RETAIL Source: comscore Device Essentials comscore, Inc. Proprietary. 15

16 The impact of Mobile Example of Smartphone and Tablet impact on the Digital Sport Media Landscape in USA comscore, Inc. Proprietary. 16

17 A Changing Media Landscape (Sports Category) PC Users Mobile Web Users Aug-12 Dec-12 Apr-13 Aug-13 Dec-13 Apr-14 comscore, Inc. Proprietary. 17

18 Net Growth due to Multi-Platform Usage Multi-Platform Users PC Users Mobile Web Users Aug-12 Dec-12 Apr-13 Aug-13 Dec-13 Apr-14 comscore, Inc. Proprietary. 18

19 Here come the Apps Multi-Platform Users Jul % Size of Total Sport App audience vs. Sport Category Total Digital Population Jul % Mobile App Users Aug-12 Dec-12 Apr-13 Aug-13 Dec-13 Apr-14 comscore, Inc. Proprietary. 19

20 Sport App Engagement: Average minutes per user +15% July 2013 July 2014 comscore, Inc. Proprietary. 20

21 Multi-Platform fuels crossover of services 56.1% 64.5% % of Gambling Audience Reached by Sport Content PC SPORT AUDIENCE PC GAMBLING AUDIENCE MULTI-PLATFORM SPORT AUDIENCE MULTI- PLATFORM GAMBLING AUDIENCE comscore, Inc. Proprietary. 21

22 comscore, Inc. Proprietary. 22

23 U.S. Mobile App Report Key Insights comscore, Inc. Proprietary. 23

24 In the USA, iphone app users earn 40% more than Android phone users in income, and engage with their apps for 9 more hours per month Top Line Platform Stats for App Usage Source: comscore Mobile Metrix, U.S., Age 18+, June 2014 comscore, Inc. Proprietary. 24

25 Number of Smartphone Subscribers (000) Android ranks as the top smartphone operating system, while Apple remains the largest smartphone OEM 100,000 Market Share of OEMs by Smartphone Platform Source: comscore MobiLens, U.S., Age 18+, 3 Month Average Ending June , MM 80,000 70, MM Other 13.6% 8.3% 60, % 50, % 40,000 30, % 20, % 10,000 0 Apple Android comscore, Inc. Proprietary. 25

26 Minutes (Billions) While mobile app usage has been growing rapidly, it has not come at the expense of desktop computer usage which is essentially flat Digital Time Spent Growth Driven by Apps Source: comscore MMX Multi-Platform & Mobile Metrix, U.S., June June ,400 1,200 1, % +17% +52% 800 Mobile Web % Mobile App Desktop 0 Jun-2013 Jun-2014 comscore, Inc. Proprietary. 26

27 Strong growth in mobile app usage has propelled it to a majority of digital media time spent at 52%, while total mobile activity now accounts for 60% 65% Share of U.S. Digital Media Time Spent Shifts by Platform Source: comscore MMX Multi-Platform & Mobile Metrix, U.S., March June % 60% 55% 53% 52% Desktop 50% 47% 45% Mobile 40% 40% 40% Mobile App 35% 30% comscore, Inc. Proprietary. 27

28 Smartphone users are addicted to their apps, 57% accessing them every single day of the month as compared to 26% of tablet users 100% Number of App Usage Days Per Month Source: comscore Custom Analytics, U.S., Age 18+, June % 26% 80% 70% 57% 60% 50% 40% 30% 20% 10% 0% 23% 11% 5% 5% 27% 19% 13% 16% 30 Days Days Days Days 1-15 Days comscore, Inc. Proprietary. 28

29 42% of all app time spent on smartphones occurs on the individual s single most used app, while three quarters of app usage occurs on the individual s top 4 apps Share of Time Spent on Apps Across Ranks Source: comscore Custom Analytics, U.S., Age 18+, June % 40% 42% 35% 30% 25% 20% 17% 15% 10% 5% 10% 6% 4% 3% 2% 2% 1% 1% 12% 0% Individuals Top Ranked App by Usage comscore, Inc. Proprietary. 29

30 Winning new customers is hard and app loyalty is fierce 66% of US smartphone users do not download any new apps in a month 42% of US smartphone users app time occurs on just one favourite app 18% of US smartphone users download one or two new apps in a month Source: comscore Mobile Metrix, U.S., June 2014 comscore, Inc. Proprietary. 30

31 A majority of mobile app engagement comes from only a select few categories, with Social Networking, Games and Radio contributing nearly half of all time spent 25% 16% 8% Source: comscore Mobile Metrix, U.S., June 2014 comscore, Inc. Proprietary. 31

32 Composition Index UV Understanding demographic preferences across Mobile Apps is key Demographic Composition Index for selected Mobile Apps Source: comscore Mobile Metrix, U.S., June Composition Index UV comscore, Inc. Proprietary. 32

33 iphone users spend more of their app time consuming media, while Android users spend more time on categories with a strong native presence on the platform Top Indexing App Categories by Smartphone Platform Source: comscore Mobile Metrix, U.S., Age 18+, June 2014 Travel Games Real Estate Weather Radio News/Information Social Networking comscore, Inc. Proprietary. 33

34 Percent Reach on Mobile App Consumers use different devices depending on the digital task they are trying to accomplish. Maps achieve a higher reach on mobile vs. Search and News Percent Audience Reach on Desktop and Mobile App by Category Source: comscore MMX & Mobile Metrix, U.S., June Multimedia Social Networking Radio Maps Games Retail 50.0 Weather General News Instant Messengers Photos Sports Search/Navigation 20.0 Banking Health Percent Reach on Desktop comscore, Inc. Proprietary. 34

35 The USA big 5 A closer look comscore, Inc. Proprietary. 35

36 Google Integrated Services with Mobile Web / App offering reaching 160m / 87% of USA Mobile Audience comscore, Inc. Proprietary. 36

37 88m 80m 75m 68m 63m 9,5mins 2,0 mins 1,1mins 2,2mins 2,9mins 31m / 0,5mins 19m / 2,7 mins 16m / 0,4 mins 14m / 3,7mins 8m / 0,3 mins comscore, Inc. Proprietary. 37

38 Google Search App has high use, but mobile web search still strong Google Search 95,355 Google Search (Mobile App) 80,305 Google Web Search 55,191 Google Images Search 14,842 Google Video Search 4,396 Google News Search 3,238 Google Book Search 2,472 Google Scholar Search 347 All searches combined 95 millions searchers 2,6 mins per day per user searching on mobiles Total in 000 s comscore, Inc. Proprietary. 38

39 FACEBOOK: 64% or 151m of USA Mobile Users used Facebook Mobile Services in December 2014 Average use - 39 minutes per day comscore, Inc. Proprietary. 39

40 FACEBOOK App: 116 million Users 37 mins / day, Dec million accessed via iphones for 44 mins per day 57 million accessed via Android phones for 24 mins per day comscore, Inc. Proprietary. 40

41 FB Messenger 76m Whatsapp 7m in USA comscore data MoMX December 2014 (rounded) comscore, Inc. Proprietary. 41

42 Yahoo! 140m reach web and app. Highly diversified folio. Integrated Advertising. comscore, Inc. Proprietary. 42

43 Yahoo! and NBC fuse internet and TV coverage Total in 000 s Yahoo Sports-NBC Sports Network 37,933 NBC Sports 22,288 NBCSPORTS.COM 12,688 NBC Sports Live Extra (Mobile App) 1,542 comscore, Inc. Proprietary. 43

44 Amazon 120m or 65.5% of US Mobile Users in Dec 2014 Amazon.com 89m users Amazon.com App 37m users 53 mins per month 50.8 mins per month (included in Amazon.com) comscore, Inc. Proprietary. 44

45 Not just shopping - Watching, Reading, Looking Up, Listening, Remembering. Kindle 15,5m mins IMDB 11,3m + 34 mins Audible 3m mins comscore, Inc. Proprietary. 45

46 AOL 104m users, mainly web-first multi channel web content publisher with integrated ad network HuffPo, Engadget, Tech Crunch, TMZ, Flixster comscore, Inc. Proprietary. 46

47 Apple: 93.6m users in December % of US Mobile Users including 8.4% of Android Phone users browsing the Apple Store! 86.7M US App users accessed the Apple App Suite in December 2014 averaging 700 minutes per user during the month. 42m US App Users used the itunes Radio service averaging 56 minutes in per user in December comscore, Inc. Proprietary. 47

48 A closer look at Europe comscore, Inc. Proprietary. 48

49 # Smartphone Owners (MM) EU5: Smartphone Ownership Fueling Growth EU5 Mobile Audience Mobile subscribers age 13+ with primary handset MM EU MM Germany 50.8 MM UK 47.1 MM France 45.7 MM Italy 36.0 MM Spain Growth by Phone Type +8.8% YoY User Growth MM Smartphones Smartphone Ownership Growth by Age Group Smartphone Ownership Growth by Age Group -17.1% YoY User Decline 70.5 MM Non- Smartphones Smartphone Ownership Growth by Age Group % 5.8% 7.7% 9.9%. 15.5% 5.5% Smartphone Owners Sep-14 YoY User Growth 18.0% 16.0% % Year-on-Year User Growth 14.0% 12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% comscore, Inc. Proprietary. 49

50 Leading online brands dominate the smartphone market Top 10 Mobile Brands in EU5 by Total Unique Visitors (000) Source: comscore MobiLens, Europe, December ,000 40,000 60,000 80, , , ,000 comscore, Inc. Proprietary. 50

51 In the UK, apps account for the wide majority of time spent on mobile, with smartphones slightly higher than tablets in app usage Mobile App vs. Browser Splits (Minutes) Source: comscore Mobile Metrix, UK, Age 18+, December % 21% 81% 79% Smartphone App Browser Tablet comscore, Inc. Proprietary. 51

52 Top 20 Apps, UK (comscore [Beta]) 30,000 25,000 20,000 15,000 10,000 5,000 0 Top 20 Mobile Apps ranked by Total Unique Visitors (000) Source: comscore Mobile Metrix, December 2014 (Beta), Application Access only comscore, Inc. Proprietary. 52

53 Top 20 Apps, Italy (Audiweb) 16,000 Top 20 Mobile Apps ranked by Total Unique Visitors (000) Source: Audiweb, March ,000 12,000 10,000 8,000 6,000 4,000 2,000 0 Source: Audiweb, March 2014 comscore, Inc. Proprietary. 53

54 Taking Apps beyond Media Experiences Now its starts to get really exciting! comscore, Inc. Proprietary. 54

55 Which emerging hardware technologies will enable future opportunities and app experiences? Technology Experience Business Opportunity NFC Contactless information exchange Payments, ticketing, security Chemical Sensors Detect presence of chemicals Breathalyzer, food freshness 3D Cameras Microbolometers (infrared) Barometer Depth Infrared images; heat detection Altitude information Augmented Reality, gesture control Find pets; empty parking spaces Targeting based on weather, hotel floor, mall Source: Forrester Research, Inc. comscore, Inc. Proprietary. 55

56 Thank you For info about the proprietary technology used in comscore products, refer to