The Mobile Shift

© comScore, Inc. Proprietary.
The Mobile Shift:
How connected devices are changing
consumer attitudes and behaviour
mSport Summit 2013
Hesham Al-Jehani, Product Manager Mobile, Europe | 24th April 2013
hal-jehani@comscore.com

© comScore, Inc. Proprietary. 2
Agenda
 comScore Intro
 Mobile Device Landscape
 Mobile Media Trends
 Mobile Sports Consumption
 Demographics
 Summary

who are we and what we do?
comScore Introduction

comScore is a leading internet technology company that
provides Analytics for a Digital World™
NASDAQ SCOR
Clients 2,100+ Worldwide
Employees 1,000+
Headquarters Reston, Virginia, USA
Global Coverage Measurement from 172 Countries; 44 Markets Reported
Local Presence 32 Locations in 23 Countries
Big Data Over 1.5 Trillion Digital Interactions Captured Monthly
V0113

Providing Analytics For More Than 2,100 Clients Globally
Media Agencies Telecom/Mobile Financial Retail Travel CPG Health Technology
V0113

The Challenge of Understanding Today’s Digital Consumer
TabletPC/Mac TVSmartphone Gaming
 Digital Omnivores accessing their digital world across multiple
devices, in different ways across each day
 Understanding the person—not just device traffic—is key

comScore Meets the Multi-Platform Challenge
MMX Multi-Platform
• Available in US and UK
• Official partner for digital audience
measurement in UK via UKOM
Unduplicated Digital Audience
• PC
• Smartphones
• Tablets

the smartphone majority has
arrived!
Mobile Device Landscape

2012 Was An Eventful Year For All Things Digital and Mobile
• London 2012 Olympics, the first truly digital Games with 55m
global browser visits to BBC sports online
• Launch of 4G in 10 UK cities
• Wi-Fi on London Underground
• The digital switchover and the death of Ceefax
• Launch of Microsoft Surface and iPad Mini tablet
• Samsung becomes largest mobile phone OEM by market share
• Facebook passes half a billion mobile user milestone
• Angry Birds hits 1 billion downloads
• The business failure of major high street chains - Comet, Jessops,
HMV and BlockBusters

Mobile is Fundamental to Growth!
"Today there is no argument
Facebook is a mobile company.“
Mark Zuckerberg

The Smartphone Majority Has Arrived: Penetration in EU5 at 59%
YoY Growth of 29%
in EU 5 and
Germany leading
the surge
68%
55%
55%67%
56%
20%
22%
27%
32%
45%
Italy
UK
Spain
France
Germany
YoY Growth By Country
Smartphone Penetration
Source: MobiLens™.
Data based on 3 month moving average to Feb 2013

Over Four Fifths Of Handset Acquisitions are Smartphones
Feature
17%
Google
56%
Apple
27%
Windows, 8%
Blackberry, 8%
Other, 2%
Smartphones
83%
Newly acquired handsets in UK
by platform February 2013

Smartphone Landscape Is Dominated by Android and iOS Devices
With Over Three Quarters Market Share
Smartphone platform market share
and growth UK
42%
21%
20%
22%
20%
38%
56%
27%
-51%
118%
31%
26%
19%
19%
44%
29%
8%
Feb 12 Feb 13
Other
Microsoft
Symbian
BlackBerry
Apple
Google
27%
28%
5%
50%39%
18%
13%
12%
2% 4%
27M 33M
-14%

Samsung
28%
Nokia
19%
Apple
18%
HTC
9%
BlackBerry
9%
Sony
6%
LG
3%
Other
8%
Samsung The Largest OEM in UK
Apple
28%
Samsung
28%
HTC
14%
BlackBerry
13%
Nokia
8%
Sony
5%
LG
1%
Other
3%
Total Base
49.5 Million
Smartphone
Base
33 Million
Device market share by OEM

0
1
2
3
4
5
6
7
8
9
10
Sep-11 Nov-11 Jan-12 Mar-12 May-12 Jul-12 Sep-12 Nov-12 Jan-13
Total Market
Apple iPads
Rapid Rise of UK Tablet Ownership to Over 10 Million Units
+280%
6
million
iPads
Tablet ownership over 18 month period to Feb 2013
(millions)
Tablet penetration
for smartphone
owners reaching
32% of base
+217%

the rise of multi-platform digital
consumerism
Mobile Media Consumption

15 16 17 17 18 19 19 20 20 21
22 23
24 24 25 25 26 26 27 28 28 29 29 30 30
Feb-11
Mar-11
Apr-11
May-11
Jun-11
Jul-11
Aug-11
Sep-11
Oct-11
Nov-11
Dec-11
Jan-12
Feb-12
Mar-12
Apr-12
May-12
Jun-12
Jul-12
Aug-12
Sep-12
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
91% of Smartphone Users Connect to the Internet With Their Device
Compared to a Quarter Of Feature Phone Users
Smartphone users who use connected media
(millions)
Connected Media = Used browser, application, native email, stream or download music
and broadcast / on-demand video (does not include SMS)
95% 2 Year
Growth

Source: Device Essentials™,
UK, February 2013
A Third of UK Internet Traffic Driven by Non-PC Devices And Mobile
Mobile Phones Make Up Almost A Quarter of All Traffic
Share of non-PC device traffic in the UK
Feb 2013
PC 68%
Mobile
23%
Tablet 8%
Other 1%
Non PC
32%

UK, February 2013
Almost 70% of All Mobile Phone Data Usage Takes Place Over a Wi-Fi
Network
32%
68%
Mobile Phone Traffic
Wi-Fi Mobile Network
Mobile phone traffic by network access
method and platform
31%
40%
4%
40%
69%
60%
96%
60%
iOS Android BB Microsoft

Apple iOS Devices Generate 73% of UK Mobile Traffic
Platform share of UK tablet & mobile
Internet traffic
73%
21%
5%1%
iOS
Android
Blackberry
Other
93%
85%
67%
94%
7%
15%
30%
6%
3%
Blackberry
Android
iOS
Microsoft
Mobile Tablet Other
UK, February 2013

© comScore, Inc. Proprietary. 21Source: comScore Device Essentials, 21st Jan 2013 UK data
Devices Satisfy Different Demands Throughout the Day
LATE NIGHT
(12AM - 7AM)
EARLY
MORNING
(7AM – 10AM)
DAYTIME
(10AM – 5PM)
EARLY
EVENING
(5PM – 8PM)
PRIME
TIME
(8PM – 12AM)
Mobiles
brighten the
commute
PCs dominate
working hours
Tablets
popular at
night
ShareofDevicePageTrafficonaTypicalWorkday

mobile is driving growth in online
sports consumption
Mobile Sports Consumption

8
9
9
10
10
10
11
12
13
14
18
21
21
22
31
Television Guides
Tech news
Auction sites
Photo / Video Sharing
Online Retail
Bank Accounts
Reference
Entertainment news
Sports
Maps
News
Weather
Search
Social Networking
News
Sports The 7th Largest Mobile Content Category: 13 Million Access
Sports News & Info On Their Phones
5,205
8,805
Application
Browser
4 million users
access sports
sites daily on their
mobile phones
Top mobile content categories (million)
Mobile sports access method (000)

7 million
Mobile users
10% Average Mobile Exclusive Reach For Sports Sites
How BIG is The Total, Unduplicated
Audience for Sport?
Unduplicated
Online
Audience
26M
Source: MMX Multi-Platform ™.
Feb 2013 Data
7 million
Mobile
Users
24 million
accessing via
PC

Source: MMX Multi-Platform ™.
Feb 2013 Data
Top Mobile Sports Sites Enjoy Significant Uplift in Audience Reach
Through Mobile
349
350
420
448
583
608
685
890
1,147
5,039
854
1,239
5,673
697
2,246
1,900
2,297
2,301
4,295
9,230
PC Reach Mobile Reach
25%
37%
14%
17%
13%
46%
5%
12%
20%
Exclusive
Mobile
Reach
Top 10 Mobile Sports Sites v PC Access (000s)

Source: MMX Multi-Platform ™. and MobiLens™.
MobiLens data based on 3 month moving average to Feb 2013, Feb 2013 Data for MMX
Growth In Online Sports Audience Coming Almost Entirely From
Mobile Access
-
2
4
6
8
10
12
14
-
5
10
15
20
25
30
Feb-11
Mar-11
Apr-11
May-11
Jun-11
Jul-11
Aug-11
Sep-11
Oct-11
Nov-11
Dec-11
Jan-12
Feb-12
Mar-12
Apr-12
May-12
Jun-12
Jul-12
Aug-12
Sep-12
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
PC
Mobile
PC and mobile phone access to sports sites two
year trend (millions)
Mobile phone
sports access
up 54% in 2
years

Source BBC: “The story of the digital Olympics: streams, browsers, most watched, four screens”
bbc.co.uk/blogs/internet/posts/digital_olympics_reach_stream_stats
2012 Olympics Was The First Digital Multi-Platform Games
Usage by hour across the day by device
for 28 July to 9 Aug

Source BBC: “The story of the digital Olympics: streams, browsers, most watched, four screens”
bbc.co.uk/blogs/internet/posts/digital_olympics_reach_stream_stats
9.2m UK Mobile Visits to the BBC’s Olympics Coverage
Usage by hour across the day by device
28 July to 9 Aug

Source: comScore custom analytics. Single Source Multi-Platform Study. A18+. 7/27/12 – 8/12/12. Total Day. Screen
Status Definitions: TV+PC Only = Followed the Olympics on TV and PC but not on Mobile or Tablet, TV+PC+Mobile =
Followed the Olympics on TV, PC and Mobile but not on Tablet, TV+PC+Mobile+Tablet = Followed the Olympics on all
4 screens.
More Devices Mean More Consumption: Olympic Sports
Coverage Viewed Most by Multi-Platform Users
TV Only TV + PC Only TV + PC + Mobile TV + PC + Mobile +
Tablet
Tablet
Mobile
PC
TV
4hr 19min
4hr 19min
4hr 28min 5hr 6hr 7min
50min
59min
51min
47min
40min
55min
5hr 18min
6hr 50min
8hr 29min
Average Time Spent Per Day Following Olympics in US

who are mobile sports fans?
Demographics

Male
72%
Female
28%
<£15k
12%
£15k - <£30k
26%
£30k - <£45k
27%
£45k - <£55k
14%
£55k - <£65k
9%
£65k - <£75k
5%
£75k+
7%
Demographic Profile of Sports Users Describe A Typical 25-34 Year
Old Employed Male on a Post Paid Tariff
Employed
Full time
59%
Student
15%
Employed
part time
10%
Unemployed
6%
Retired
6%
Other
2%
7
15
26
22
14
16
13-17 18-24 25-34 35-44 45-54 55+
Postpaid
76%
Prepaid
20%
Corporate
4%
Age (%)
Household Y
Status
Plan

92% of Mobile Sports Fans Are Smartphone Owners
Device, platform and OEM share of
smartphone sports fans
Smartphone
92%
Feature
8%
Google
50%
Apple
33%
BlackBerry
10%
Microsoft
4%
Symbian
3%
Apple
33%
Samsung
27%
HTC
14%
BlackBerry
10%
Sony
6%
Nokia
5%
Other
5%

Top 10 Sports Smartphones Dominated by Apple and Samsung
Devices
iPhone 4S
1.3M
Wildfire S
0.2M
iPhone 4
1.2M
HTC Desire S
0.2M
Galaxy S2
0.7M
Galaxy Ace
0.2M
Galaxy S3
0.5M
iPhone 3G
0.2M
iPhone 3GS
0.4M
iPhone 5
0.2M

key take-aways
Summary

• The smartphone majority has arrived with tablet ownership
rising rapidly
• High-speed, ubiquitous mobile data connectivity will lead to
even more mobile media consumption
• Multi-platform users typically consume more across all their
devices
• Growth in online audience and engagement primarily driven
by mobile access
• A holistic view of the digital omnivore is necessary to
succeed and grow your online business

What’s Next for Mobile in 2013?
Get the free white paper!
2013 Mobile Future in Focus Report
2012 was another milestone year in the
life of mobile as continued innovation in
hardware, software and device
functionality laid the groundwork for the
future of the industry.
For a look at what’s ahead for mobile,
download the 2013 Mobile Future in
Focus Report:
www.comscore.com/FutureinFocus2013

© comScore, Inc. Proprietary.
Thank you for your attention
mSport Summit 2013
Email: hal-jehani@comscore.com
Follow us on Twitter: @comScoreEMEA
Find us on Facebook: facebook.com/comscoreinc

The Mobile Shift

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (15)

Similar to The Mobile Shift

Similar to The Mobile Shift (20)

More from Thierry Pires

More from Thierry Pires (20)

Recently uploaded

Recently uploaded (20)

The Mobile Shift