The Global Mobile Report How Multi-Platform Audiences & Engagement Compare in the US, Canada, UK and Beyond
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About This Report The Global Mobile Report leverages data sources unique to comScore covering several geographies: • The report is based primarily on comScore MMX™ Multi-Platform, which provides deduplicated reporting of digital audiences across desktop computers, smartphones and tablets. • Multi-platform reporting accounts for unduplicated audience viewing across web, app and video content. • The report focuses on three markets: the US, Canada and the UK, the markets where unified market-level multi-platform reporting is currently available. • The Global Mobile Report will be expanded to include Multi-Platform insights from Spain and Brazil, with several other new markets in 2016. For more information about subscribing to MMX Multi-Platform, please contact us at www.comscore.com/learnmore.
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The importance of de-duplicating platform audiences
Desktop (only)
Mobile (only)
Smartphone
Browsing
Video
App
App
Browser
Tablet
App
Browser
Multi-Platform
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Contents Multi-Platform Overview
PAGE 5
Demographics
PAGE 8
Content Categories
PAGE 15
Media
PAGE 21
Summary & Key Findings
PAGE 31
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Multi-Platform Overview
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Share of Digital Media Time: Platforms Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015
CANADA 48%
UK
52%
DESKTOP MOBILE (PHONE & TABLET)
44% USA 39%
61%
56% The US has the highest skew of usage time towards mobile at more than a 60/40 split, while Canada is closer to 50/50.
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Share of Digital Media Time: Access Method DESKTOP
Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015
SMARTPHONE (APP)
CANADA
2%
SMARTPHONE (BROWSER)
14% TABLET (APP)
UK
5%
48%
12%
TABLET (BROWSER)
3%
7% 31%
44%
USA 10%
34%
2%
6% 39%
Most mobile usage occurs via apps, particularly on smartphones. Smartphone app engagement has already surpassed desktop in the US.
43%
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Demographics
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Demographic Analysis: Total Digital Audience Composition Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015 AGE 18-34
AGE 35-54
AGE 55+
37%
40%
39%
38%
44%
37%
25%
16%
24%
Canada’s Total Digital Population has the highest percentage of Age 18-34 Millennials and the lowest percentage of users 55 years and older.
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Demographics’ Share of Time Spent by Platform Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015 TABLET
8%
61%
31%
SMARTPHONE
DESKTOP
13%
17%
14%
50%
36%
40%
37%
47%
46%
51%
30% 18%
14%
47%
39%
61%
19% 20%
11%
50%
40%
45%
28% 27%
Smartphones are now driving the highest portion of digital media time spent amongst Millennials Age 18-34, a dynamic that is most pronounced in the US where they account for 61%, but is also true in Canada (47%) and the UK (50%). Desktop internet usage still accounts for a big slice of internet time among those Age 55+ in all three markets.
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Smartphone Platform Market Share by Market Source: comScore MobiLens, US, Canada, UK, 3 Mo. Avg. Ending March 2015* ANDROID
4%
5%
6%
45%
40%
40%
51%
54%
54%
AGE 18-34
AGE 35-54
AGE 55+
APPLE
OTHER
7%
12%
16%
9%
15%
19%
47%
38%
32%
40%
29%
22%
46%
49%
52%
51%
56%
59%
AGE 18-34
AGE 35-54
AGE 55+
AGE 18-34
AGE 35-54
AGE 55+
Android is the smartphone OS market leader among all demo segments in the three markets except 18-34 year-old Canadians. In the US, Android still leads among Millennials but iPhone only trails by a few percentage points.
* Canada uses single month March 2015 data.
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Total Digital Media Hours Spent per Visitor by Market Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015 MOBILE
DESKTOP
60.7
88.6
48.6
66.6 44.4
39.1
18-34
35+
18-34
45.8
46.0
43.3
35+
52.5
69.9
18-34
43.9
35+
Americans spend more time on digital media than Canadians and Brits across both the Millennial and Age 35+ segments, with the disparity between mobile and desktop minutes particularly noticeable for US Millennials.
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Smartphone Penetration of Mobile Phone Owners by Market Source: comScore MobiLens, US, Canada, UK, 3 Mo. Avg. Ending March 2015*
Across all markets, Millennials (18-34) have the highest smartphone penetration at 90%+. Penetration drops off considerably among those Age 55+.
* Canada uses single month March 2015 data.
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Summary: Demographics •
Millennials are the most mobile. 18-34 year-olds exhibit the highest propensity to spend their internet time on mobile – particularly smartphones – a demographic skew that is true across all three markets.
•
Millennials’ mobile activity is driven by their smartphone preferences. 18-34 year-olds have the highest smartphone penetration of 90%+ across the board, and they are more likely than older age groups to use iPhones.
•
Mobile trumps desktop across demographics. In virtually every case, mobile outpaces desktop for digital media time spent. With one key exception: Canadians Age 35+ still slightly prefer desktop.
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Content Categories
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Share of Category Digital Time Spent by Market Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015 OTHER
ENTERTAINMENT
SOCIAL
GAMES
PORTALS
RETAIL
NEWS / INFORMATION
Social Networking and Entertainment are the top leading categories for each market. US skews heaviest in entertainment content, while Canada is most social.
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Category Visitation Incidence by Market Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015 USA
CANADA
UK 100%
85% 78% 80%
63% 60%
40%
20%
0%
Weather
Instant Messengers
Banking
Maps
Health
Sports
Newspapers
Incidence of category visitation varies by country, with UK proving most likely to read news online while Americans are more interested in Health and Weather. Canadian are the most likely to do their banking online.
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Categories that over-index for mobile minutes Index = Share of Mobile Minutes by Category / Share of Mobile Minutes for Total Internet x 100 Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015 INDEX OF ‘HOW MOBILE’
Radio
161
Photos
181
Books
177
Photos
158
Coupons
179
Incentives
174
Books
157
Online Gaming
167
Coupons
170
Incentives
157
Instant Messengers
164
Photos
168
163
Online Gaming
Coupons
149
Books
Maps
146
Incentives
150
Radio
Maps
147
Instant Messengers
146
Weather
149
Online Gaming
143
164 160 155
Instant Messengers
137
Telecommunications
Weather
135
Retail - Food
142
Gay/Lesbian
149
Entertainment - Music
132
Family & Parenting
139
Technology
146
Index = Share of Mobile Minutes by Category / Share of Mobile Minutes for Total Internet x 100. Index of 100 indicates average mobile representation for the category. Index over 100 indicates above average mobile representation.
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Social Media Time Comparison Share of time spent on social media across different platforms Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015 DESKTOP
SMARTPHONE (APP)
UK
30%
Canada
30%
USA
24%
SMARTPHONE (BROWSER)
47%
47%
57%
TABLET (APP)
TABLET (BROWSER)
4%
4%
5%
14%
4%
17%
3%
11%
3%
In all three markets, the vast majority of social media consumption occurs on mobile apps, driven largely by smartphones. The smartphone app is the dominant social platform in the US, accounting for 57% of all social media time spent. While it’s also the leading platform in Canada (47%) and the UK (47%), these countries index significantly higher than the US on desktop and tablet for their social media usage.
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Summary: Content Categories •
Social and Entertainment drive the highest multi-platform engagement. Across the US, Canada and UK, Social Networking and Entertainment combine to account for about 40% of total digital media time spent.
•
Content category penetration can vary widely by market. US has highest tendency to access Maps and Health content; Canada has much higher penetration of online banking; UK loves its digital newspapers.
•
Gaming, Coupons, Photos, IM are among the ‘Most Mobile’ categories. Each market boasted these content categories among their most heavily driven by mobile. Mobile is for entertainment, sharing, communicating and other onthe-go utilities. © comScore, Inc. Proprietary.
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Media
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Ranking of Top 10 Digital Media Properties by Market Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015 UNIQUE VISITORS (MM)
Google Sites
241.6
Yahoo Sites
219.9
209.6
AOL, Inc.
188.5
DESKTOP-ONLY
Google Sites
40.6
Microsoft Sites
24.8
BBC Sites
40.4
Yahoo Sites
Amazon Sites
175.1
Bell Media
139.5
46.0
eBay
CBS Interactive
Google Sites
25.0
176.4
154.5
28.5
MOBILE-ONLY
Microsoft Sites
Mode Media
MULTI-PLATFORM
21.7 18.4 17.1
Microsoft Sites
37.2
Amazon Sites
37.1
Yahoo Sites
33.2
AOL, Inc.
16.3
eBay
Mode Media
16.1
Mail Online / Daily Mail
28.1 27.5
Apple Inc.
136.1
Wikimedia Foundation Sites
16.1
Sky Sites
Comcast NBCUniversal
134.6
Amazon Sites
16.0
Apple Inc.
31.4
27.3
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Ranking of 13 Properties Featuring in All Three Top 20s Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015
USA
CANADA
UK
GOOGLE SITES YAHOO SITES FACEBOOK AOL inc. MICROSOFT SITES AMAZON SITES MODE MEDIA CBS INTERACTIVE APPLE inc. EBAY WIKIMEDIA FOUNDATION SITES
13 digital media properties rank among the Top 20 in all three markets. Google Sites is the #1 property across the board.
LINKEDIN TWITTER.com
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Ranking of ‘Most Mobile’ Properties Among Top 100 % of Total Digital Audience visiting via Mobile. Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015 % VISITING VIA MOBILE
Likes.com
87%
Pandora.com
85%
Myspace
84%
AccuWeather Sites
84%
Snapchat, Inc
97%
Samsung Group
84%
Snapchat, Inc
98%
Likes.com
90%
Likes.com
70%
65Twenty
Cineplex Sites
70%
ITV.com
79%
68%
Terra - Telefonica
79%
87%
iHeartRadio Network
79%
EA Games - Media Network
Wordpress.com
79%
65%
Buzzfeed.com
78%
NFL Internet Group
77%
Apple Inc.
65%
Sky Sites
78%
SoundCloud.com
77%
63%
Trinity Mirror Group
77%
Groupon
77%
SheKnows Media
61%
77%
Wordpress.com
61%
Mail Online / Daily Mail
77%
76%
*Note: Snapchat fell just outside the Top 100 US properties in March 2015. Were it included, it also would have ranked at the top of the list in the US.
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Avg. Mobile-Only Audience For Top 100 Digital Properties Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015 MOBILE ONLY
49%
TOTAL AUDIENCE
34%
48%
Nearly half of the average US and UK Top 100 digital media property’s audience ONLY visits via mobile platforms. In Canada the average is about 1/3rd. This means that digital media companies who do not optimize their experience for mobile are increasing user friction that could potentially turn away half their audience.
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Average Desktop vs. Total Digital Audience Reach Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015 DESKTOP
27.5%
+12.2pts
MULTI-PLATFORM
26.4% 18.5%
15.3%
28.3%
+7.9pts
+12.2pts
16.1%
The average Top 100 property extends its desktop reach by a substantial amount when accounting for incremental mobile traffic. Multi-platform measurement of audience reach can help publishers deliver a much richer value proposition to advertisers.
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Properties with > 20% Reach among Total Digital Population Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015 TOTAL DIGITAL
DESKTOP
14
SMARTPHONE
52
52
47 28
17
23
15
24
Multi-platform reporting expands the number of digital media properties with at least 20% reach by 2-4x vs. desktop alone. The more digital media properties that can establish significant audience reach widens the consideration set of publishers who can fulfill the needs of advertisers – particularly large brand advertisers.
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AOL’s Total Global Digital Audience Source: comScore Custom Analytics, Worldwide, March 2015
Percentage of AOL’s Total Global Audience*
Unique Visitors (MM) 450
396.4 MM
400
50.1 33.1
350
100% 75%
300
157.8
250
49%
200 150
48.5
100
62.2
50
35%
28%
140.0
0
US Desktop
US Mobile
Non-US Desktop
Non-US Mobile
Total Audience
Total WW Digital Desktop Audience
WW Mobile
US Desktop
US Mobile
When accounting for mobile and international traffic, AOL added 256 million unique visitors to its US desktop audience, putting its Total Audience at 396 million globally. * Percentages do not sum to 100% due to audience overlap between platforms (desktop & mobile) and geographies (US & WW).
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Mashable’s Total Global Digital Audience Source: comScore Custom Analytics, Worldwide, March 2015
Percentage of Mashable’s Total Global Audience*
Unique Visitors (MM) 45
38.9 MM
40 35
100%
10.1
30
7.9
25
66%
0.6
47%
20
36%
12.0
15
25%
10 5
8.9
0.9
0
US Desktop
US Mobile
Non-US Desktop
Non-US Mobile
Total Audience
Total WW Digital Mobile Audience
WW Desktop
US Mobile
US Desktop
When accounting for mobile and international traffic, Mashable’s audience multiplies ~4x from 9 million desktop unique visitors in the US to 39 million globally. * Percentages do not sum to 100% due to audience overlap between platforms (desktop & mobile) and geographies (US & WW).
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Summary: Media •
Mobile expands media property’s audiences – by a lot. Top media properties often expand their desktop audience by 30% or more when accounting for mobile. The wide majority of their audiences now visit via mobile.
•
Mobile-only audiences are too large to ignore. An average of 30-50% of major digital media properties now visit only via mobile. And some mobile-first companies can see 90%+ of their audience be mobile-only.
•
Global multi-platform reporting sheds light on uncounted audiences. Media companies using global multi-platform measurement can provide a complete, unduplicated view of their audience across platforms to demonstrate the full size and value of their audience to advertisers. © comScore, Inc. Proprietary.
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Summary & Key Findings
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Key Takeaways 1
Developed internet markets like the US, Canada and UK are now mobile-first in terms of digital consumer behaviour. With half or more of digital media time now happening on smartphones and tablets and many users only accessing content via mobile, the time has come to shift to a mobile-first mindset. But also important to remember that desktop has not declined.
2
Millennials are leading the shift to mobile through their high smartphone penetration and engagement. More than 9 in 10 Millennials have smartphones and they use them extensively, spending an average of 50-100% more time on mobile than on desktop today.
3
Media content is shifting very quickly to mobile, but some is shifting much more quickly than others. Content categories like Maps, Weather, Photos and Social are mobile-dominant today. Many leading and up-and-coming media companies like Facebook, Twitter, Snapchat and Buzzfeed rely heavily on mobile to drive audiences and engagement. Š comScore, Inc. Proprietary.
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For more information on the report, please contact:
Adam Lella, Senior Marketing Insights Analyst, alella@comscore.com
Andrew Lipsman, VP Marketing & Insights, alipsman@comscore.com
Ben Martin, Director Global Marketing Insights, bmartin@comscore.com
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