The Global Mobile Report. comscore s cross-market comparison of mobile trends and behaviours

Transcription

1 The Global Mobile Report comscore s cross-market comparison of mobile trends and behaviours

2 Introduction Ben Martin Director, Global Marketing Insights Earlier in 2017, our Mobile s Hierarchy of Needs report highlighted some key consumer behaviours on mobile devices that align with the human needs established in Maslow s famous paper. With the addition of new markets, this report expands on those findings to provide a global snapshot of the mobile ecosystem. In The Global Mobile Report, comscore mobile and multi-platform data to highlight demographics, content categories and brands that are shaping the digital landscape. We examine audiences that are driving mobile only digital consumption, which categories are more mobile first, and the state of global app consumption, identifying actionable sweetspots for publishers, advertisers and digital businesses. comscore, Inc. Proprietary. 2

3 Global Mobile Overview comscore, Inc. Proprietary. 3

4 Mobile has established primary position around the globe Mobile accounts for over half of all digital minutes in 13 markets, and over 75% in Mexico, India and Indonesia Mobile Percentage of Total Digital Minutes 100% 80% 90% 86% 60% 75% 73% 73% 73% v 71% 67% 65% 62% 61% 59% 57% 40% 20% 0% Indonesia India Mexico Brazil Argentina Malaysia Spain China USA Italy UK Canada Germany Source: comscore Mobile Metrix, May 2017 comscore, Inc. Proprietary. 4

5 Argentina leads the world in per-person mobile minutes Latin American markets top the world in terms of average mobile minutes per visitor Mobile Average Minutes per Visitor Argentina Brazil USA France Canada UK Indonesia Malaysia Spain Mexico Germany Italy India China 2,510 2,854 2,844 v 3,248 4,022 3,927 3,858 3,722 3,573 3,565 3,542 4,489 4,419 5, ,000 2,000 3,000 4,000 5,000 6,000 Source: comscore Mobile Metrix, May 2017 comscore, Inc. Proprietary. 5

6 App time is universally a larger contributor than mobile web The refined user experience and functionality of apps has led to their dominance of mobile time App Average Minutes per Visitor Mobile Average Minutes per Visitor App Average Minutes per Visitor Argentina 5,344 Brazil 4,080 USA 4,075 France 3,497 Canada 3,607 UK Indonesia v 3,380 3,584 Malaysia 3,509 Spain 3,248 Mexico 3,355 Germany 2,891 Italy 2,557 India 2,636 China 2, ,000 2,000 3,000 4,000 5,000 6,000 Source: comscore Mobile Metrix, May 2017 comscore, Inc. Proprietary. 6

7 Apps drive dominant share of mobile time in all markets More than 80% of mobile minutes in all markets are spent on apps Share of Mobile Minutes for Apps / Mobile Web App Minutes Mobile Web Minutes 94% 93% 92% 89% 89% 88% 88% Argentina Malaysia Mexico v Brazil Germany Spain India 87% 87% 87% 87% 86% 80% Indonesia USA Italy France Canada UK Source: comscore Mobile Metrix, May 2017 comscore, Inc. Proprietary. 7

8 Mobile Only Audiences comscore, Inc. Proprietary. 8

9 More than ¼ of global users measured are now mobile only In all but 3 markets, 70%+ of users are active on mobile during the month. In India 70% use ONLY mobile % of Total Digital Population Mobile Only Multi-Platform Desktop Only 4% Mobile Only 6% Mobile Only 8% Mobile Only 8% Mobile Only 12% Mobile Only 15% Mobile Only 22% Mobile Only Germany France UK Canada USA Argentina China 22% Mobile Only 26% Mobile Only 29% Mobile Only 32% Mobile Only 37% Mobile Only 67% Mobile Only 70% Mobile Only Malaysia Italy Brazil Spain Mexico Indonesia India Source: comscore MMX Multi-Platform, May 2017 comscore, Inc. Proprietary. 9

10 Mobile only share of total digital audience is growing Brazil and Spain increased an already high share of mobile only users, but all markets saw this segment grow Mobile Only % of Total Digital Audience (May 2016 to May 2017) May 2016 May Mobile Only +7 Mobile Only +2 Mobile Only +1 Mobile Only Spain Brazil United States United Kingdom Source: comscore MMX Multi-Platform, May 2017 comscore, Inc. Proprietary. 10

11 Mobile only usage correlates strongly with mobile time Even as a minority, larger mobile only audiences intensify the overall share of the platform in their market Mobile Only Audiences vs. Mobile s Percentage of Total Digital Minutes 100% % of minutes which are mobile % of audience which is mobile only 90% 80% 90% 86% 70% 60% 50% 67% 70% 75% 73% 73% 73% 71% 67% 65% 62% 61% 59% 57% 40% 30% 20% 10% 0% 37% 32% 29% 26% 22% 22% 15% 12% 8% 8% 4% Indonesia India Mexico Brazil Argentina Malaysia Spain China USA Italy UK Canada Germany Source: comscore MMX Multi-Platform, May 2017 comscore, Inc. Proprietary. 11

12 Mobile only usage not restricted to demographic extremes Despite high mobile minutes, younger and older demographics are less likely to abandon desktop altogether Mobile Only % by Age Demographic Average 80% 60% 40% 20% 25% 28% 26% 24% 0% 18 24* Bars shown in order: Brazil, Canada, China, France, India, Italy, Malaysia, Spain, UK, USA Source: comscore MMX Multi-Platform, May 2017 *Ages in Brazil, China, India, Italy, Malaysia, Spain & UK comscore, Inc. Proprietary. 12

13 Females are more likely to be mobile only internet users India was the only market where male users were more likely to be mobile only Mobile Only % by Gender 14% USA 11% 9% UK 7% 35% Spain 29% 49% Mexico 37% 23% Malaysia 22% 28% Italy 23% 79% Indonesia 70% 60% India 76% Females 4% 7% Germany France 4% 6% Males 26% China 19% 9% Canada 8% 31% Brazil 27% 19% Argentina 15% 80% 70% 60% 50% 40% 30% 20% 10% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% Source: comscore MMX Multi-Platform, May 2017 comscore, Inc. Proprietary. 13

14 Certain content categories are driven by mobile only usage On-the-go categories like communications and weather most likely to skew toward mobile only Average Mobile Only % of Total Digital Audience Across 14 Markets 80% 74% 72% 67% 64% Instant Messenger Incentives Weather Personals Job Search 62% 60% 59% 59% 58% Telecommunications Lifestyles Food Coupons Gay/Lesbian Beauty/Fashion/Style Source: comscore Mobile Metrix, May 2017 comscore, Inc. Proprietary. 14

15 Mobile first categories and human need states Highlighted in a 2017 comscore study, mobile first behaviours can be aligned with human needs SELF-ACTUALISATION Travel ESTEEM Newspapers, Social networking LOVE / BELONGING Personals, Instant Messaging SAFETY Banking, Weather, Career services PHYSIOLOGICAL Health, Weather, Apparel, Retail - food, Real estate Download Mobile s Hierarchy of Needs for more information comscore, Inc. Proprietary. 15

16 Mobile Category Dynamics comscore, Inc. Proprietary. 16

17 More than ¼ of mobile minutes on socially-driven functions Social networking and instant messengers are consistently among the most popular mobile behaviours Other Instant Messaging Social Networking 44% 40% 40% 38% 37% 33% 31% Argentina Indonesia Malaysia Mexico France Brazil Germany 30% 25% 26% 25% 24% 23% 21% Italy India Spain Canada China UK USA Source: comscore Mobile Metrix, May 2017 comscore, Inc. Proprietary. 17

18 Overall mobile share is driven by highly mobile categories Services (including instant messaging), entertainment and social drive up overall share of mobile minutes UK Total Minutes (MM) by Category / Platform Mobile minutes Desktop minutes 50,000 40,000 30,000 20,000 10,000 0 Services Social Media Entertainment Games News/Information Retail Portals Search/Navigation Directories/Resources Lifestyles Technology Sports Health Business/Finance Travel Gambling Telecommunications Career Services and Development Real Estate Family & Youth Automotive Reference Business to Business Education Government Source: comscore MMX Multi-Platform, May 2017 comscore, Inc. Proprietary. 18

19 The longer tail of categories still relies heavily on desktop Beyond categories delivering large absolute volumes of mobile minutes, desktop share is often over 50% Share of UK Total Minutes (MM) by Category / Platform Mobile minutes Desktop minutes 100% 28% 21% 46% 19% 22% 50% 59% 40% 37% 32% 35% 40% 18% 57% 58% 42% 24% 43% 45% 69% 71% 61% 75% 92% 79% 80% 60% 40% 20% 0% 72% 79% 54% 81% 78% 50% 41% 60% 63% 68% 65% 60% 82% 43% 42% 58% 76% 57% 55% 31% 29% 39% 25% 8% 21% Services Social Media Entertainment Games News/Information Retail Portals Search/Navigation Directories/Resources Lifestyles Technology Sports Health Business/Finance Travel Gambling Telecommunications Career Services and Development Real Estate Family & Youth Automotive Reference Business to Business Education Government Source: comscore MMX Multi-Platform, May 2017 comscore, Inc. Proprietary. 19

20 Cross-market averages identify mobile first categories Mobile takes a large share of overall digital minutes, but category nuances are important to understand Mobile % of Total Digital Minutes (with average for all markets) Average 100% 90% 80% 70% 78% 60% 60% 59% 50% 40% 30% 48% 44% 40% 38% 33% 20% 10% 0% Social Networking Retail News/Information Travel Apparel Banking Real Estate Portals Bars shown in alphabetical order: Argentina, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Malaysia, Mexico, Spain, UK, USA Source: comscore MMX Multi-Platform, May 2017 comscore, Inc. Proprietary. 20

21 Some category audiences are also surpassing desktop In a number of major categories, mobile audiences are now larger on average than their desktop counterparts Mobile Audience as % of Desktop Audience (with average for all markets) Average 500% 450% 400% 350% 300% 250% 200% 150% 100% 170% 153% 153% 143% 133% 128% 123% 50% 0% News/Information Apparel Social Networking Travel Banking Real Estate Retail Bars shown in alphabetical order: Argentina, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Malaysia, Mexico, Spain, UK, USA Source: comscore MMX Multi-Platform, May 2017 comscore, Inc. Proprietary. 21

22 Social / leisure categories draw most mobile time per user On a per-user basis, users spend more time on communication and entertainment than practical uses Average Mobile Minutes Per User (with average for all markets) Average 1,600 1,400 1,200 1, Social Networking Instant Messengers Entertainment Games Retail News/Information Bars shown in alphabetical order: Argentina, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Malaysia, Mexico, Spain, UK, USA Source: comscore MMX Multi-Platform, May 2017 comscore, Inc. Proprietary. 22

23 Games flourish in North America and Western Europe In several markets, gaming accounts for more minutes per user than even the instant messaging category Average Minutes Per User Games Instant Messaging Social Media 3,000 2,500 2,000 1,500 1,000 Canada France Germany UK USA Argentina Brazil Canada China France Germany India Indonesia Italy Malaysia Mexico Spain UK USA Source: comscore Mobile Metrix, May 2017 comscore, Inc. Proprietary. 23

24 M-commerce and mobile transactions comscore, Inc. Proprietary. 24

25 Mobile banking / retail reach achieves relative parity with desktop Mobile adoption for the banking and retail categories now almost mirrors desktop equivalents Category Reach by Platform Mobile Desktop Banking USA UK Spain Malaysia Mexico Indonesia Italy India Germany France China Canada Brazil Argentina 100% 80% 60% 40% 20% 0% 0% 20% 40% 60% 80% 100% Retail Source: comscore MMX Multi-Platform, May 2017 comscore, Inc. Proprietary. 25

26 Global retail time has generally shifted to mobile devices More than half of time in the retail category has shifted to mobile in most markets, but are they converting? Share of Retail Minutes by Platform Mobile Minutes Desktop Minutes 42% 60% 51% 86% 47% 36% 87% Argentina Brazil Canada China France Germany India 91% 52% 50% 63% 63% 50% 58% Indonesia Italy Malaysia Mexico Spain UK USA Source: comscore MMX Multi-Platform, May 2017 comscore, Inc. Proprietary. 26

27 Fewer than 4 out of 10 mobile users purchase in a month Under half of all mobile users in three major markets are making all mobile retail transactions % Making a Retail Purchase on Mobile in a Month 39% 30% 38% USA Canada UK Source: comscore MobiLens, May 2017 (3 month average) for USA / UK, June 2017 for Canada comscore, Inc. Proprietary. 27

28 Mobile shoppers show greater comfort with mobile finance Retail purchasing is indicative of comfort, with mobile shoppers often 2x more likely to perform finance activities % Performing Mobile Financial Actions in a Month All Mobile Shoppers 70% 60% 50% 40% 30% 20% 10% 0% 23% 12% Stock Trading 66% 39% Bank Account 50% 52% 27% 27% Credit Card Account e-payment 54% 9% Stock Trading 48% 47% Bank Account 53% 32% Credit Card Account 57% 27% e-payment 11% 7% Stock Trading 68% 38% Bank Account 34% 19% Credit Card Account 56% 28% e-payment USA Canada UK Source: comscore MobiLens, May 2017 (3 month average) for USA / UK, June 2017 for Canada comscore, Inc. Proprietary. 28

29 Large international retailers share market leadership These 6 retailers dominate the #1 spot in the Retail category across all 14 markets studied % Mobile Reach for largest Retail entity by country Amazon ebay Mercado Libre B2W Lazada Alibaba USA Spain UK France Italy India Canada Germany Mexico Argentina Brazil Indonesia Malaysia China Footnote Source: comscore Mobile Metrix, May 2017 India combines Amazon Mobile and Amazon India Apps. B2W is a a result of the merger between Americanas.com and Submarino.com. comscore, Inc. Proprietary. 29

30 Mobile App Usage comscore, Inc. Proprietary. 30

31 App reach still dominated by a small number of apps Only US / Canada have over 30 apps reaching more than 10%, and none have more than 20 with 20%+ reach Number of Apps Within Reach Brackets 10-20% reach >20% reach USA Canada France UK India Indonesia Malaysia China Argentina Germany Brazil Spain Mexico Italy Source: comscore Mobile Metrix, May 2017 comscore, Inc. Proprietary. 31

32 Reliance on top 30 for mobile minutes is consistent globally The top 30 apps in all markets generate over 40% of all mobile minutes, and around 60% in Indonesia and Mexico Top 30 Apps Share of Total Mobile Minutes 49% 46% 46% 43% 51% 60% 61% USA Canada France UK India Indonesia Malaysia 47% 56% 48% 51% 46% 58% 41% China Argentina Germany Brazil Spain Mexico Italy Source: comscore Mobile Metrix, May 2017 comscore, Inc. Proprietary. 32

33 Individual users spend over 95% of time in their top 10 apps Almost half of all mobile time is spent inside users most used app, and nearly all of it within their top 10 Concentration of Time Spent by Individual Users for App Rank Top 1 Top 3 Top 5 Top 10 96% 96% 97% 88% 87% 89% 80% 77% 77% 48% 49% 53% Age Age Age 55+ Source: comscore Mobile Metrix (Custom), U.S., Age 18+, June 2017 comscore, Inc. Proprietary. 33

34 The most significant number of apps are games In almost every market, the category with the largest number of apps is gaming % of Total Apps Games News/Information Social Networking Instant Messaging Sports Entertainment Retail Other 50% 40% 30% 20% 10% 0% Argentina Brazil Canada China France Germany India Indonesia Italy Malaysia Mexico Spain UK USA Source: comscore Mobile Metrix, May 2017 comscore, Inc. Proprietary. 34

35 but app minutes are dominated by social and IM Despite a smaller number of apps, these two categories share a disproportionately large number of minutes % of Total App Minutes Games News/Information Social Networking Instant Messaging Sports Entertainment Retail Other 50% 40% 30% 20% 10% 0% Argentina Brazil Canada China France Germany India Indonesia Italy Malaysia Mexico Spain UK USA Source: comscore Mobile Metrix, May 2017 comscore, Inc. Proprietary. 35

36 Adoption almost binary for Instant Messaging Apps Despite a relatively small number of apps, markets generally have one established category leader % Reach of 3 Major Instant Messaging Apps Facebook Messenger WhatsApp Messenger WeChat USA Canada Argentina Mexico Brazil UK Spain France Germany Italy India Indonesia Malaysia China Source: comscore Mobile Metrix, May 2017 comscore, Inc. Proprietary. 36

37 Adoption almost binary for Instant Messaging Apps Despite a relatively small number of apps, markets generally have one established category leader % Reach of 3 Major Instant Messaging Apps 100 WhatsApp sees its lowest reach (in an active market) in North America, failing to displace Facebook Messenger France and UK are the only EMEA markets where Facebook Messenger has higher reach than WhatsApp WeChat dominates in China, but faces more international competition in Malaysia USA Canada Argentina Mexico Brazil UK Spain France Germany Italy India Indonesia Malaysia China Source: comscore Mobile Metrix, May 2017 comscore, Inc. Proprietary. 37

38 Winners Take All: Top News Apps Dominate Category Minutes The dominance of top apps is especially noteworthy in Brazil, Indonesia, Mexico and the UK Share of Total News App Minutes for Top 3 Apps Number 1 Number 2 Number 3 Avg. Avg. Avg. Avg. Avg. Avg. Avg. 60% 84% 41% 67% 50% 53% 42% Argentina Brazil Canada China France Germany India Avg. Avg. Avg. Avg. Avg. Avg. 88% 56% 83% 43% 82% 40% Indonesia Italy Mexico Spain UK USA Source: comscore Mobile Metrix, May 2017 comscore, Inc. Proprietary. 38

39 Is LATAM leading the Way for the Ride Sharing Economy? Uber enjoys its highest reach in Brazil and Mexico, although APAC regions appear to support 2 large players Reach of Uber vs. Selected Ride Sharing Services (% of Mobile Users) 16% Uber Competitor 14% 12% Ola 10% Didi 8% 6% 4% 2% 0% Brazil Mexico USA India Indonesia UK Malaysia Canada France Spain Italy China Source: comscore Mobile Metrix, May 2017 Note: Didi acquired Uber s business in China in comscore, Inc. Proprietary. 39

40 Facebook leads adoption of global social apps Other apps are more subject to regional variation, notably in Indonesia where Instagram eclipses even Facebook % Reach for Top 2 Major Social Networking Apps* Facebook Instagram Snapchat WeChat 61% 51% 79% 74% 54% 35% 45% Argentina Brazil Canada France Germany India Indonesia 42% 56% 63% 40% 71% 75% Italy Malaysia Mexico Spain UK USA Source: comscore Mobile Metrix, May 2017 *Facebook, Google+, Instagram, Pinterest, Snapchat, Twitter, WeChat comscore, Inc. Proprietary. 40

41 Facebook Lite boosts minutes in heavily-mobile markets Argentina, India and Indonesia are within the top 5 markets for share of mobile minutes Share of Total Facebook / Facebook Lite Minutes Facebook Facebook Lite Argentina Brazil Canada France Germany India Indonesia Italy Malaysia Mexico Spain UK USA 63% 89% 100% 100% 99% 75% 63% 97% 94% 93% 94% 100% 100% 37% 11% 25% 37% 3% 6% 7% 6% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: comscore Mobile Metrix, May 2017 comscore, Inc. Proprietary. 41

42 Homescreens are the domain of essential apps There is a strong correlation between apps which make it onto users homescreen and those considered essential Selected Smartphone Apps: Most Essential vs. Home Screen Incidence 40% % of Home Screens On Which App Appears Facebook 30% 20% Twitter Google Play Store Instagram YouTube Facebook Messenger Google Search Google Maps Amazon Gmail Snapchat Apple App Store 10% Uber Netflix Pandora ebay 0% % of Smartphone Users Who List App as Their Top 3 Most Essential 0% 5% 10% 15% 20% 25% 30% 35% 40% Source: comscore Custom Survey, U.S., Age 18+, July 2017 comscore, Inc. Proprietary. 42

43 A Maturing Mobile Marketplace comscore, Inc. Proprietary. 43

44 Apps share of time appears to have reached a plateau Most markets saw almost flat or declining change in apps share of minutes. Only Spain saw noteworthy growth Mobile app % of total digital minutes Brazil Spain Canada UK 70% 65% 60% % 50% % 40% Jan 2016 May 2016 Sep 2016 Jan 2017 May 2017 Source: comscore MMX Multi-Platform, May 2017 comscore, Inc. Proprietary. 44

45 More than half of users don t download new apps Only a minority of smartphone owners download more than one, creating hurdles for new apps to be adopted Number of Apps Downloaded in a Month (% of Smartphone Owners) None 1 App >1 App 51% 13% 13% 66% 11% 21% 23% 36% 66% USA Canada UK Source: comscore MobiLens, May 2017 (3 month average) for USA / UK, June 2017 for Canada comscore, Inc. Proprietary. 45

46 Only younger users are net positive for app downloads Over 35s are more likely to download fewer apps than a year ago, and more likely to delete at a faster rate % of US Smartphone Users by Age Segment I download new apps more often now than I did a year ago I download new apps more often than I delete/uninstall old ones 64% 57% 30% 30% 19% 20% Age Age Age 55+ Source: comscore Custom Survey, U.S., Age 18+, July 2017 comscore, Inc. Proprietary. 46

47 The 2017 U.S. Mobile App Report Download The 2017 U.S. Mobile App Report for more information comscore, Inc. Proprietary. 47

48 App categories experiencing growth Flattening overall app time has not stopped some categories tripling audiences in the last year % Change in Unique Users (May 2016 May 2017) for Selected Categories USA Canada Brazil UK Spain 300% 250% 200% 150% 100% 50% 0% Newspapers Entertainment - News Flowers/Gifts/Greetings Beauty/Fashion/Style Tickets Fragrances/Cosmetics Hotels/Resorts Apparel Retail - Food Travel Travel News/Information Banking Entertainment Instant Messengers Beauty/Fashion/Style Newspapers Entertainment - News Apparel Tickets Personal Finance Retail - Food Job Search Tickets Banking Source: comscore Mobile Metrix, May 2017 comscore, Inc. Proprietary. 48

49 Key takeaways comscore, Inc. Proprietary. 49

50 Key Takeaways Mobile Audience Dynamics Vary from Market to Market While mobile now accounts for the majority of time spent across nearly every market, the extent to which different countries rely on mobile vs. desktop varies considerably. Some markets are dominated heavily by mobile-only internet users, while multi-platform internet usage is the norm in others. Mobile Usage Time Dominated by a Few Content Categories Social networking, entertainment and gaming are universally the biggest drivers of overall mobile time, but there is still value across many other categories that are important functions, offer marketing touchpoints or drive transactions. Comfort with Mobile Transactions Can Unlock Growth for Multiple Categories Trust and user experience are traditional barriers to m-commerce, and it there is a natural link between users who make retail purchases on mobile devices, and other transactions. Improving confidence and usability can allow transactional categories to truly benefit from an already-enlarged mobile share of time. Mobile App Usage is Highly Concentrated Within the Leading Apps Consumers spend more than 95% of their app time on their 10 most regularly used apps, often drawn from a relatively short list of top overall apps that contribute the majority of app time spent and are most likely to be found on users home screens. The Mobile Marketplace is Showing Signs of Maturity Apps share of overall digital time has plateaued in many markets over the last year. As downloading of new apps begins to stall while usage concentrates among the leaders, the opportunity to disrupt the local or global market is a growing challenge. comscore, Inc. Proprietary. 50

51 Where the data comes from MMX MULTI-PLATFORM MOBILE METRIX MOBILENS CUSTOM SOLUTIONS Get a complete, unduplicated view of how digital audiences consume content across devices Understand total mobile audience behaviour across browsers and apps Gain a deeper understanding of your mobile audiences behaviours and device preferences Gain tailored mobile and desktop insights to address unique business needs comscore, Inc. Proprietary. 51

52 Why comscore MASSIVE SCALE Our scale of digital census network, mobile and desktop panels enables measurement of real consumer behaviour. MULTI-PLATFORM AUDIENCES First to measure unduplicated audience across desktop, smartphones and tablets. TRUSTED EXPERIENCE Over 17 years measuring audiences around the world. comscore, Inc. Proprietary. 52

53 About This Report The Global Mobile Report leverages several data sources unique to comscore: The report is based primarily on behavioral measurement from comscore MMX Multi-Platform, which provides deduplicated reporting of digital audiences across desktop computers, smartphones and tablets, and comscore Mobile Metrix, which provides deduplicated reporting of mobile web and app audiences across both smartphones and tablets. The report also includes survey-based data from comscore MobiLens. Custom analytics data derived from the aforementioned products data streams is also included. The report also incorporates results from a survey of 1,033 smartphone users in July 2017 to understand their habits. In some charts we compare these results to our August 2016 and August 2015 surveys. Important Definitions: o o o Any reference to mobile means the combination of smartphone and tablet. When data is referring specifically to smartphones or tablets, it will be labeled accordingly. All mobile data is based on Age 18+ population except where labelled otherwise. Mobile reporting in Spain, Brazil, Argentina, Mexico, Italy, France, Germany, India, Indonesia, Malaysia is conducted via an Android smartphone panel and census-based measurement for tagged entities. In USA, UK and Canada, this is supplemented by ios panels. A unique visitor is a person who visits an app or digital media property at least once over the course of a month. This metric, in app parlance, is equivalent to a monthly active user/mau. For more information about subscribing to comscore services, please contact us at comscore, Inc. Proprietary. 53

54 comscore.com/mobile To learn more, contact us at comscore, Inc. Proprietary. 54