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1、 comScore, Inc. Proprietary.1 comScore, Inc. Proprietary.3Mobile EvolutionIn 2017, mobile devices have an unquestionable role as consumers primary digital tool comScore, Inc. Proprietary.4Our primary toolAcross the globe, mobile devices dominate total minutes spent online, passing 90% in IndonesiaSo
2、urce: comScore MX Multi-Platform, January 2017% mobile share of total digital minutesUSA Canada UK ItalySpainBrazil MexicoChinaIndonesia71%62%61%64%72%75%71%91%67% comScore, Inc. Proprietary.5Almost a third of Americans would rather give up sex for a yearMore than 55%would rather forgo dining outfor
3、 12 monthsMore than three in 10 would stop seeing their friends in personMobile has become a primal needA recent Boston Consulting Group survey demonstrates that consumers would be increasingly unwiling to surrender their mobile devices, even at the expense of some traditional nedsSource: The Boston
4、 Consulting Group (BCG)45%said they would put off going on vacation46% would be willing to give up a day off per week comScore, Inc. Proprietary.6AUGUST30% of Spanish internet users no longer access via desktop in a month2016 was a year of mobile milestonesThe past year featured a number of mileston
5、es that indicate continued growth of smartphone and tablet consumptionSource: comScore MX Multi-Platform, January 2017MARCHUS mobile minutes exceed 1 billion for the first month everJULYFastest growing ap Pokmon Go achieves 5m US unique users in first monthSEPTEMBER7 out of 10 Brazilian internet use
6、rs now access via mobile in a monthAPRILUS consumers spend 2x as many minutes on mobile as desktop for first month everJUNEMobile aps surpass 50% of all digital time in the UKDECEMBERUK records its most monthly mobile minutes of the year comScore, Inc. Proprietary.7We are now firmly in the app ageAs
7、 consumers have come to rely on mobile devices in more aspects of daily life, the customisableand refined experience of aps have led to their dominance within mobile consumptionSource: comScore MX Multi-Platform, January 2017% app share of total mobile minutesUSA Canada UK ItalySpainBrazil MexicoChi
8、naIndonesia% mobile share of total digital minutes87%86%82%88%87%89%91%99%90% comScore, Inc. Proprietary.8LATE NIGHT 12am 7amApps readily fit into consumers daily livesThe constant availability of mobile devices, coupled with ease of ap usage are a perfect fit for consumers lives. Taking two major U
9、K categories, we can see clear peaks in usage based on the ned for these types of activitySource: comScore Custom Solutions, Jan 2017, United KingdomShare of UK ap minutes by hour for social media / news categories% of UK total mobile minsDAYTIME10am 5pmEARLY EVENING5PM 8pmEARLY MORNING7am 10amPRIME
10、8pm 12amNewsSocialSocial News comScore, Inc. Proprietary.9Mobile is the go-to destination for most video viewersAn analysis of YouTubes digital consumption in the UK reveals that mobile users now account for the majority of video minutes for users of al age and gender demographicsSource: comScore Vi
11、deo Metrix Multi-Platform, United Kingdom, December 2016% of YouTube video minutes (UK)Desktop MobileMALES FEMALES18-34year olds45+year olds35-44year olds18-34year olds45+year olds35-44year olds67%69%60%80%85%69% comScore, Inc. Proprietary.10Mobile meets primary needsThe degree to which categories a
12、re mobile first can be aligned with human need states from Maslows Hierarchy of Needs comScore, Inc. Proprietary.11The uneven distribution of Mobile FirstThe balance of audiences and consumption betwen desktop and mobile is dramaticaly diferent between categories, and can be losely divided into four
13、 areas, shown here with data from CanadaSource: comScore MX Multi-Platform, Canada, January 2017Category mobile users & minutes as a % of desktop0% 50% 100% 150% 200%250% 300% 350% 0% 50% 100% 150% 200%250% Mobile-first categories in terms of both minutes and audiencesCAREER SERVICESWEATHERRETAIL -F
14、OODHEALTHPERSONALSAudiences have moved to mobile, but time spent has not yet folowedBANKINGREAL ESTATETRAVELAPPARELLegacy desktop categoriesENTERTAINMENTPORTALSMassive mobile minutes, but there are stil more of the audience on desktopSOCIAL NETWORKINGRETAILNEWS / INFORMATIONtotal minutesunique users
15、 comScore, Inc. Proprietary.12Maslows hierarchy of needs (and how mobile mets it)This familiar theory from Abraham Maslows 1943 paper A Theory of Human Motivation” is stil considered an important framework in understanding behaviour. Many highly mobile-skewed digital behaviours fit these neds.SELF-A
16、CTUALISATION | TravelESTEEM | Newspapers, Social networkingLOVE / BELONGING | PersonalsSAFETY | Banking, Weather, Carer servicesPHYSIOLOGICAL | Health, Aparel, Retail -food, Real estateMany key uses of mobile devices can be aligned with this set of needs comScore, Inc. Proprietary.13PhysiologicalPhysical requirements for human survival and health, which should be met first. These ne
