5 mobile europe 2010 comscore iabuk

8/3/2019 5 Mobile Europe 2010 ComScore IABUK

1/35

Highlights of 2010, and Looking Ahead to 2011

comScore Europe Mobile Year in Review

10 March 2011

Jeremy Copp, VP Mobile Europe - comScoreAlex Kozloff, Mobile Manager - IAB UK


2/35

2 comScore, Inc. Proprietary.

comScore is a Global Leader in Measuring the Digital World

NASDAQ SCOR

Clients 1,700+ worldwide

Employees 1,000+

Headquarters Reston, VA

Global Coverage170+ countries under measurement;

43 markets reportedLocal Presence 30+ locations in 21 countries


3/35


comScore Digital Business Analytics

Audience Measurement

Site AnalyticsVertical Market Solutions

Social Analytics

Copy Testing

Campaign Verification

Ad EffectivenessCross Media

Mobile Audience Measurement

Network Analytics & Optimization

Customer Experience

& Retention Management

User Analytics

Advertising Analytics

Mobile Analytics

V0910


4/35


GSMA MMMBehavioural media

measurement

Complexity and fragmentation of mobile market requires an array of data sources

and methodologies for a 360 view

Ad Metrix MobileMobile Ad Tracking

Tools

Mobile MetrixSmartphone Meter Panel

Network CensusNetwork Log Analysis

MobiLensMarket Tracking via

Intelligent Online Survey

Site & App CensusMobile Web, App &

AdNet Tagging

comScore Mobile Measurement Methodologies


5/35


Agenda

Mobile Landscape in Europe and the UKSmartphone Trends

Mobile Media

Market Adoption

Content Consumption

User Behaviour

IAB UK Research Finding

Key Trends for 2011


6/35


The EU5 Mobile Universe - Overview

comScore MobiLens, 3-month-av., ending December 2010, mobile users 13+

Total EU5 Mobile Universe: 233,500,000

Vodafone,19%

other, 15%

Telefonica

(O2;Movistar),

15%

France

Telecom(Orange), 15%

DeutscheTelekom (T-Mobile), 8%

Telecom Italia(TIM) , 7%

SFR , 6%

Wind, 5%

Bouygues ,4%

HutchisonWhampoa (3) ,

3%Virgin Media ,

2%KPN (E-Plus) ,

1%

Operator Share

Nokia, 35%

Samsung,22%

Sony

Ericsson ,11%

LG, 8%

other , 8%

Apple , 6%

Motorola,4%

RIM, 3%

HTCBranded

Devices, 3%, 0

OEM Share

Smartphone,31%

NotSmartphone,

69%


7/35


Nokia Top OEM in Most Markets



8/35


Top 10 Devices EU5 Installed Base


1. Nokia 5800 XpressMusic

5,287,879

2. Apple iPhone 3G S 16GB

2,789,793

3. Nokia - 6300

2,598,667

4. Apple iPhone 4 16GB

2,520,693

5. Nokia - 5230

2,219,925

6. Nokia 2330 Classic

2,131,944

7. RIM BlackBerry Curve8520

2,048,244

8. Apple iPhone 3G S 32GB

1,982,018

9.LG Cookie KP500

1,876,758

10. Samsung Player One

1,814,913


9/35


Smartphones Take Over Europe



10/35


More Smartphones than Non Smartphones Sold From November 2010

In December 2010, 50.8% of newly acquired devices were Smartphones. November 2010 was the first

time that Smartphones made up the majority of newly acquired devices.

The desire for feature phones as new devices is declining: acquisitions of Smartphone's are up 69.7%

whilst non-Smartphone acquisitions are down 23.4% year-on-year.

Product: MobiLens

Data: Three month average ending December 2010Country: EU5, N= 69,003

31.8%

50.8%

68.2%

49.2%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10

%AcquiredDeviceinMonth

New Devices Acquired by Type

Smartphone Not Smartphone


11/35


Google and Apple Smartphone Operating Systems ExperiencedSubstantial Growth, although Symbian Still Leads the Way

8,679

14,547

6,251

166

34,702

6,615

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

Google Apple RIM Palm Symbian Microsoft

Users(000)

Year-over-Year Change in EU5 Smartphone OS Users (in 000)

Dec-2009 Dec-2010

+951%

+115%

+65%

+34%

+12%

-2%



12/35


Agenda


Mobile Media

Market Adoption

Content Consumption

User Behaviour


Key Trends for 2011


13/35


3G Device Ownership and Smartphone Adoption Drives Mobile MediaUsage



14/35


Shift in Mobile Market Segments

46% of UK mobile users connect to the Internet


Mobile Media,37.2%

SMS (and not

mobile media),49.3%

Just Voice,

13.5%

Mobile Market Segments - EU5

Mobile Media46%

SMS and notmobilemedia)

46%

Just Voice8%

Mobile Market Segments - UK


15/35


Still More Browsing than Using Apps


35%

28%

40%

29%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

UK

EU5

UK

EU5

Usedapplication

(exceptnativegames)

Usedbrowser

% Total Market

Browser & Application Usage EU5 vs UKSource: comScore MobiLens, December 2010


16/35


Auction Sites Witnessed the Largest Growth Across Europe in 2010


0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

AuctionSites

ShoppingGuides

GeneralReference

OnlineRetail

Women'sMagazineContent

SocialNetworking

TelevisionGuides

Men'sMagazineContent

Real EstateListings

Classifieds

UniqueUsers(000)

Top Mobile Categories EU5 by YoY-Growth

Dec-09 Dec-10

+ 86%

+ 82%

+ 80%

+ 79%

+ 76%

+ 75%

+ 71%

+ 71%

+ 71% + 70%


17/35


Facebook Most Engaging Mobile Site in UK

comScore, GSMA MMM, December 2010, mobile browsing


18/35


IM and Social Networking Attract Young Audience


Social Networking

Maps

WeatherIM

Personal Email

News

Search

Photo or Video SharingService

Sports Information

Television Guides

15%

20%

25%

30%

35%

40%

45%

50%

27.0 28.0 29.0 30.0 31.0 32.0 33.0 34.0 35.0 36.0 37.0

%Fema

le

Median Age

Demographic Profile Mobile Owners by Application Genre

Size of bubbles = % of the market

Higher on chart = More female

Further to right = Older


19/35


Agenda


Mobile Media

Market Adoption

Content Consumption

User Behaviour


Key Trends for 2011


20/35

MOBILE & THE MEDIA DAYAN IAB UK RESEARCH STUDY


21/35

Objectives & Methodology

Objectives

Understand the level of usage of mobile media by daypart

Measure cross media usage with mobile

Examine why people are using mobile media

Methodology Media diary, 500 respondents per day with 6 dayparts

All users of mobile media

mobile users who browse the mobile internet, use applications or

download content

Sample weighted to comScore demos

6 Online group discussions


22/35

Mobile media usage peaks 6-9pm

2

2.2

2.4

2.6

2.8

3

3.2

3.4

3.6

3.8

4

6-9am 9am-12pm 12-3pm 3-6pm 6-9pm 9pm-12am

Average number of mobile mediausage occasions

18

total mobile

media usage

occasions per

day

Base: Average of 500 respondents, over 7 days

No.

ofmobilemediausageo

ccasions

M bil i t t i th d i t


23/35

Mobile internet is the dominant

method of access

0% 10% 20% 30% 40% 50% 60% 70% 80%

Internet browser

App downloaded to your phone

Link via email

Shortcode


What mechanisms did you use to access mobile media?

% of people used in week


24/35

Most multi tasking happens after 6pm

0%

10%

20%

30%

40%

50%

60%


None

PC/laptop

Radio

Newspaper/magazine

TV


What other media, if any, did you use / view at the same time as you were using mobile media?

%

ofpeople

used

in

week

B t bil h ld tt ti


25/35

But mobile holds consumer attention-

for the most part

20

25

30

35

40

45

50


mobile media

TV

Newspaper /magazine

Radio

PC / laptop


Can you score each media in terms of your attention level out of a total of100.

Averageengagementsc

ore


26/35

Mobile the response mechanism

40%agree they often use theirmobile if they see an

interesting ad

In Easy Living this

month there was a

dinner plate set featured

so I used my mobile tolook it up on the supplier

website and purchase it.

Katie Y



27/35

4 Implications

1. Consumers are using mobile media as part of their daily

routine. Having a mobile presence is ahygiene factor.

2. Mobile presents brands withdifferent opportunities

throughout the day-make sure youroffering fits with what

consumers need.

3. Brands need to ensure theirsite works on mobile,

become part ofgood customer service

4. Mobile should be considered in alladvertising campaignsasa potentialresponse mechanism



28/35


Agenda


Mobile Media

Market Adoption

Content Consumption

User Behaviour


Key Trends for 2011


29/35


2010 A Game Changing Year

Increasingly advanced devices were introduced to the market

Factors enabling mobile media usage, such as smartphoneadoption and unlimited data plans grew

Mobile content options continued to increase with an ever-growinglibrary of applications paired with improvements to the mobile

browsing experience


30/35


Keep an Eye on M-COMMERCE

Expect to see continued growth in the use of mobile devices to

obtain real-time price and product information

Likelihood that the information obtained will drive some of thatbuying activity to occur online

Although in its infancy in European markets and the UK, mobile

wallet capabilities, using mobile phones in place of debit or creditcards for in-person purchases, are beginning to come onto thescene

For instance in early 2011, Starbucks announced that customers inthousands of locations can now pay for items with their phones

via an application that can be scanned across a reader at checkout


31/35


Keep an Eye on MOBILE MARKETING/ADVERTISING

Still in its infancy, mobile advertising will become an increasingly

important component of the mobile landscape

Growing number of mobile media users and the rise in daily usageopens a large opportunity for advertisers

There are many layers to mobile marketing, from banner

advertising to in-app ads, as well as targeted or location-basedservices, such as SMS or push notifications

In order to establish the mobile channel as a legitimate advertisingmedium, all parties require access to transparent measurement ofthe mobile ecosystem


32/35


Keep an Eye on MULTI-SCREEN CONSUMPTION


33/35


2011 Even More Changes Ahead

Introduction of new devices to the market, including tablets, e-readers and

increasingly sophisticated smartphones

We expect that at least half of all mobile users will have access to mobilemedia, largely driven by growing adoption of smartphones

Identifying the synergies that exist between all consumer touch points traditional PC internet, mobile media (via app and browser), tablets, etc. will

be of critical importance to marketers


34/35


Explore the comScore Datamine, www.comscoredatamine.com
http://www.comscoredatamine.com/http://www.comscoredatamine.com/


35/35

35

Questions?

Jeremy Copp

VP Mobile, comScore Europe

[email protected]

Alex Kozloff

Mobile Manager, IAB UK

[email protected]
mailto:[email protected]:[email protected]

5 mobile europe 2010 comscore iabuk

Documents