Está en la página 1de 27

What Consumers Want

Trends in Mobile Applications and Services

Simon Walker, Sales Director- Mobile
swalker@comscore.com, +44 7921 455569

Overview

 Mobile market landscape
– Application and browsing trends
– Content consumption
 Key market drivers
 Who are the big brands and services?
– Is there a difference between Europe and US?
 Who are these “consumers”?
– And which handsets do they have?
 A Way of Making money
– Where is mobile advertising going?
 Five things you probably didn’t know about mobile media consumption
 Where should you be placing your bets?

© comScore, Inc. Proprietary and Confidential. 2

almost 15. Inc.N= 68. application users and content downloader’s) in Europe grew 24% Year on Year .658 . Mobile Media Users 40% 35% 34% 30% 28% 25% % Market 20% 15% 10% 5% 0% Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Mobile Media = Connected Media (except SMS) in MobiLens Product: MobiLens Data: Three month average ending June 2010 © comScore.Community of mobile media users continues to grow  Mobile Media Users (mobile browsers. Proprietary and Confidential. 3 Country: EU5.3 million extra in June 2010 than in June 2009.

Mobile Internet Trends 30.  Social networking users are showing the highest gains with 100% YoY growth. Inc.7% are using IM and users are growing 43.1% % Market 15.8% YoY. 4 Country: EU5.  Don’t believe the hype: 75% of mobile phone owners are not application users.658 .N= 68.0% 25.0% 0.9% 12.0% 25.9% 25. Proprietary and Confidential.Similar proportion are mobile internet browsers & app users  A quarter of EU5 mobile owners browse the mobile internet – over 18 million extra mobile internet users in June 2010 compared to June 2009.0% 5.0% 19.0% 20.0% Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Used Application (except native games) Used Browser IM Email (work or personal) Social Networking Product: MobiLens Data: Three month average ending June 2010 © comScore.7% 10. 43% growth.  12.0% 14.

0% 3.N= 68.0% Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Games Ringtones Graphics Ringback Tones Product: MobiLens Data: Three month average ending June 2010 © comScore.0% 2.658 .0% 1.5% 1.0% 2.5% 3. Inc.7% 1.5% 2. 5 Country: EU5. Proprietary and Confidential.8% 3.5% 2.5% 4.8% % Market 2.Ringtones.0% 0.9% 3. ringback tones and graphics are not growing Mobile Content Trends 4.0% 4.5% 0.

6 . Proprietary and Confidential.Overview  Mobile market landscape  Key market drivers  Who are the big brands and services?  Who are these “consumers”?  A Way of Making money  Five things you probably didn’t know about mobile media consumption  Where should you be placing your bets? © comScore. Inc.

7% 5.658 .6% 10. Inc. Growth of Market Enablers 50. unlimited data plans.8% 0.0% 3.7% 20.0% % Market 25.Growth of the key market enablers continues  Two of the market enablers (smartphones and 3G devices) are now firmly entrenched in the market.7%) however it did grow 80.  The most important enabler.0% 45.0% year on year.0% 6.2% 30.  In comparison 26.0% of US mobile users subscribe to unlimited data plans.0% 44.0% 35.N= 68. still has limited penetration in EU5 (6. 7 Country: EU5.0% 15.8% 40.0% Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Smartphone Owners 3G Device Owners Unlimited Data Plan Subscribers Product: MobiLens Data: Three month average ending June 2010 © comScore.0% 25. Proprietary and Confidential.0% 37.0% 18.

8 .Overview  Mobile market landscape  Key market drivers  Who are the big brands and services?  Who are these “consumers”?  A Way of Making money  Five things you probably didn’t know about mobile media consumption  Where should you be placing your bets? © comScore. Proprietary and Confidential. Inc.

8% Personal Email Stock Quotes or Financial News 17.  Pattern is the same both in the US and Europe.6% Entertainment News 23. Inc.0% Search 40.4% Sports Information Maps 19.0% 35.9% Entertainment News IM 25.7% 0.1% Social Networking 36. Proprietary and Confidential.1% News Photo or Video Sharing 19.8% News 32.3% Tech News Personal Email 35. 80-100% of PC Internet browsers use search.7% Maps Weather 29.1% Work Email Sports Information 28.0% 5.N= 68.0% 30.3% General Reference 18.658 .0% 40.5% IM Work Email 20. Top Genres for Mobile Browsing Search Social Networking Movie Information 15.Search most popular activity for mobile browsers  Almost 41% of mobile internet users search.0% Product: MobiLens Data: Three month average ending June 2010 © comScore. In comparison .0% 45.3% Weather Tech News 19. depending on the EU country.0% 25.0% 15. 9 Country: EU5.  The mobile internet is as much about connecting with friends and family as it is about news and info.0% 20.0% 10.

0% 8.0% 5.Most popular apps are the same either side of the Atlantic  Maps.N= 68.658 .0% Proportion Total Users 6.0% 0.0% 2. social networking and weather predominate in both Europe and US Most Popular Application Use Genres 9.009 + EU5 .0% Maps Social Weather Search News Photo Sports Info TV Guide Ent News Traffic Networking Sharing Product: MobiLens Data: Three month average ending June 2010 © comScore. Inc.0% EU US 3.0% 4.0% 1. 10 Country: US – N=32. Proprietary and Confidential.0% 7.

658 .0% 10. 11 Country: US – N=32. Microsoft.0% Proportion Total Users 8. there are global brands that dominate in both Europe & US: Google. Yahoo! & Facebook. Most Popular Application Brands 12.0% 6.0% Product: MobiLens Data: Three month average ending June 2010 © comScore.N= 68.More differences in ranking of brands accessed by apps in EU vs US  Unsurprisingly. brands have different level of following in different territories.0% 4.0% EU US 2. Inc.009 + EU5 .0% 0. Proprietary and Confidential.  However.

4% 10% 0.0% 1. Proprietary and Confidential.0% 2.0% 25% 0.8% 23% 20% 10% 0.8% 45% 1. Inc.0% 0% EU 5 US EU 5 US Downloaded Music Direct to Device % YoY-Growth Product: MobiLens Data: Three month average ending March 2010 © comScore. 12 Country: EU5 N= 68.658 + US N=32.6% 45% 40% 20% 1.2% 5% 0% 0.2% 30% 15% 1.6% 15% 5% 0.009 .  There are also slightly less people downloading music directly to their mobile devices in the US.US lagging behind Europe on mobile music uptake  The number of people listening to music on their mobile phone in the US is almost half the penetration in Europe. Listening to Music on Mobile Downloaded Music Direct to Device Device 30% 2.4% 35% % YoY Change % Market % Market 14% 1.9% 50% 25% 25% 1. In EU5 momentum is building with 45% growth in the number of people downloading music over the air (OTA).

Proprietary and Confidential. 13 .Overview  Mobile market landscape  Key market drivers  Who are the big brands and services?  Who are these “consumers”?  A Way of Making money  Five things you probably didn’t know about mobile media consumption  Where should you be placing your bets? © comScore. Inc.

Proprietary and Confidential.0 type services).658 . apps and e-mail) skew 60-65% male. Demographics of Mobile Media Activities 60% Higher on chart = more female Further to right = older 55% Made Own Ringtone Size of bubbles = # of users Played Games 50% Ringback Percent Female Mobile Media 45% Listened to Music Email 40% Ringtone Used Browser Social Networking Unlimited Data Plan 35% Used App 30% 25% 28 29 30 31 32 33 34 35 Median Age Product: MobiLens Data: Three month average ending June 2010 © comScore.The average European mobile media user is 33 and 41% are female  Younger demographics create their own ringtones.  Mobile Internet services (browsing. 14 Country: EU5. use social networking services and listen to music (web 2. Inc.N= 68.

iPhone application genres fall into expected demographic groups  All application use is skewed towards males  Tech news.658 . Proprietary and Confidential. sports information and financial news applications are dominated by male users  Most popular information applications – maps and weather – are generally used by an older audience  Social networking and entertainment applications have the greatest proportion of female users Demographic Profile Apple Users by Application Genre 40% Entertainment News Maps 35% Social Networking Search Weather Restaurant Information Business Directories Television Guides 30% % Female Online Retail News Auction Sites Traffic Reports General Reference 25% Movie Information Photo or Video Sharing 20% Sports Information Size of bubbles = % of the market Tech News Stock Quotes or Financial 15% Higher on chart = More female News Further to right = Older 10% 28 29 30 31 32 33 34 35 36 Median Age Product: MobiLens Data: Three month average ending June 2010 © comScore. 15 Country: EU5.N= 68. Inc.

8% of total mobile owners in EU5 and 13. OEM Market Share for Total Market and Mobile Media Users 40.9% 10.0% 0.2% 5.0% 20.0% % Market 20.0% 36.N= 68.3% 11.8% 20.9% 2.0% 12.0% 15.6% 5.0% % Mobile Media Users 25. Proprietary and Confidential.8% 30.2% 1.0% 30.0% 7.8% 5. it still only represents 4.0% 17.4% 0.6% 4.0% 10. mobile media market share numbers in red.0% 2.0% 25. 16 Country: EU5.0% 30.0% 35.3% 15. Inc.3% 7.3% of all mobile media users.0% Nokia Samsung Sony Ericsson LG Motorola Apple RIM Sagem Total Market (All Device Owners) Mobile Media Product: MobiLens Data: Three month average ending June 2010 © comScore.Nokia leads European handset market share in mobile media users  Although the iPhone gains a large amount of hype.6% 13.658 . * Total device owners market share in bold.0% 5.6% 0.0% 35.

Symbian based handsets still command a 55% market share.658 . 17 Country: EU5.8%. Proprietary and Confidential.N= 68.1% 0. Smartphone Share Trend 80.0% 55.0% % Smartphone Owners 60.6% 5.8% 10. it has rapidly grown to represent 5.0% 70.4% 50.7%.0% Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Microsoft Symbian Palm RIM Apple Google Product: MobiLens Data: Three month average ending June 2010 © comScore.0% 18.1% of smartphone owners in the EU5.8% 11.0% 20. from 9.  Although Android has very low penetration.0% 40.  Over this period Apple has grown share to almost 18. Inc.8%.0% 30.0% 8. Android & RIM  Whilst the number of European smartphone owners has increased 40.2% YoY there has been significant changes in the share by operating system.Symbian losing smartphone market share to Apple. Microsoft has dropped from 15% to 11.

18 Country: EU5.7% 15.6% 0.8% 15.0% 10.N= 68.The Droids Are Coming: Growth in Android Penetration Outstripping Apple and RIM  Even though Apple has a bigger market share and has more devices in use.2% year on year.0% % of Smartphone purchases 22. Android has shown a dramatic growth in the last quarter.0% 10.658 . Apple and Android Device Penetration 30.  While Apple device usage grew 70. Android rockets with a 1.0% 19. Inc.0% 25.329% year-on-year growth RIM.8% 5.0% Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 RIM Apple Android Product: MobiLens Data: Three month average ending June 2010 © comScore.0% 1.6% 20.5% 6. Proprietary and Confidential.

19 . Proprietary and Confidential. Inc.Overview  Mobile market landscape  Key market drivers  Who are the big brands and services?  Who are these “consumers”?  A Way of Making money  Five things you probably didn’t know about mobile media consumption  Where should you be placing your bets? © comScore.

20 Country: EU5.N= 68. Proprietary and Confidential. Inc.658 .Mobile adverts can be Targeted by device  Apple and Nokia device owners are more male  Samsung and LG mobile browsers younger and have an even gender split  Motorola browsers are older 55% Demographic Profile of Mobile Internet Browsers by OEM 50% Samsung Size of bubbles = % of the market Higher on chart = More female LG Further to right = Older 45% RIM % Female 40% Motorola Sony Ericsson Nokia 35% Apple 30% Android 25% 27 29 31 33 35 37 39 41 43 Median Age Product: MobiLens Data: Three month average ending June 2010 © comScore.

21 Country: UK . July 2009 July 2010 0% 2% 15% 11% 6% 10% 15% 5% 10% 3% 63% 60% Consumer Discretionary Financials Information Technology Mobile Content and Publishing Telecommunication Services other Product: Ad Metrix Mobile Data: July 2010 © comScore. Inc. Proprietary and Confidential.Mobile content still the most popular sector for advertising in the UK  Mobile content and publishing accounts for 60% of mobile advertising campaigns  The industry shows signs of maturing with growth in the proportion of campaigns from financial institutions and consumer discretionary spending brands – up to 25% from 11% last year.

000.000 Products Advertised News + Info Mobile Browser Product: Ad Metrix Mobile Data: June 2010 © comScore.000.000 400 11.000.000 350 10. 22 Country: UK .000 650 15.000.000.000.000.000.000 Number of Products Advertised Unique News + Info Browser 600 14. Proprietary and Confidential.000 200 8. Inc.000 550 500 13.000 300 250 9.000 450 12.Growth of inventory outstripping mobile ad campaigns bought  The number of products advertised is not growing as fast as the number of users browsing  Mobile advertising industry needs consistent metrics and simplified trading exchanges to take advantage of explosion in inventory Mobile Browsers vs Products Advertised 700 16.000.

Inc.Overview  Mobile market landscape  Key market drivers  Who are the big brands and services?  Who are these “consumers”?  A Way of Making money  Five things you probably didn’t know about mobile media consumption  Where should you be placing your bets? © comScore. Proprietary and Confidential. 23 .

500. Proprietary and Confidential. In Europe. 75% of mobile phone users do not use applications – Consider carefully how you want to reach a mobile audience 3.7% of similarly aged females Product: MobiLens Product: GSMA MMM Data: Three month average ending June 2010 Data: April 2010 (pre-production) © comScore. 2. UK mobile phone users use Facebook for an aggregate of over 2.000 minutes each month – Mobile users are more engaged on Facebook than those using PCs.8% of the devices in use. Inc.Those things you didn’t realise about the mobile media world 1.N= 68. Symbian 14.2% 5. Nearly 90% of European Apple device users use applications in comparison to 38% of Symbian device owners – But Apple represent 4.658 Country: UK .000. Almost 11m European mobile users accessed dating sites on their phones in June – 22% were males aged 25-34 compared to only 8. 24 Country: EU5.000.000 page views every month on their phones – That’s a lot of potential advertising inventory 4. The UK mobile audience consumes more than 9.000.

Inc.Overview  Mobile market landscape  Key market drivers  Who are the big brands and services?  Who are these “consumers”?  A Way of Making money  Five things you probably didn’t know about mobile media consumption  Where should you be placing your bets? © comScore. Proprietary and Confidential. 25 .

Takeaways to ponder  There is a growing market for mobile media consumption – Significant opportunities exist in applications and mobile service delivery  Hot areas are in social networking. Inc. Proprietary and Confidential.  Consider the market carefully – how will you reach your target audience – The reality as revealed by measurement is often different from intuition © comScore. mid-tier price points compared to Apple’s high end market.key indicators can be seen here – Only significant difference in handset landscape is absence of Nokia from US  The Android ecosystem is the fastest growing – Users exhibit similar media consumption characteristics to iPhone owners – Android devices successfully targeting higher volume. instant messaging & mapping – Not necessarily the default of gaming  The US and European markets look very similar in terms of trends – US is ahead on flat data rate penetration . 26 .