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1、For info about the proprietary technology used in comScore products, refer to http:/ comScore, Inc. Proprietary. 2About this reportThe 2016 U.S. Cross-Platform Future in Focus leverages several data sources unique to comScore: The report is based primarily on behavioral measurement from comScore Med
2、ia Metrix Multi-Platform, which provides deduplicated reporting of digital audiences across desktop computers, smartphones and tablets, and comScore Mobile Metrix, which provides deduplicated reporting of mobile web and app audiences across both smartphones and tablets. The report also includes surv
3、ey-based mobile data from comScore MobiLens, as well as TV/Cross-Platform behavioral data from the comScore Xmedia, comScore OnDemand Everywhere and comScore TV Everywhere product lines. Important Definitions:o Electronic Sell-Through (EST): The consumer pays a fee to purchase or perpetually license
4、s a digital reproduction (i.e., movie or TV show). This licensed reproduction could be in the form of a file downloaded to the consumers internet-connected device or local hard drive, or via access to the content in a virtual storage locker or cloud-based service for streaming on demand to the end-u
5、ser. The major digital retailers here are Amazon, Google Play, iTunes, PlayStation, Xbox, Vudu and others.o Free on Demand (FOD): Operator-based free on demand content, usually offered via broadcast and cable networks for free or with advertising.o Internet Video on Demand (iVOD): The temporary lice
6、nse (i.e., a rental) of a program for a limited and pre-determined viewing period (such as 24 or 48 hours) for on-demand viewing by an end-user. The program may be downloaded and stored locally on the end-users device, or accessed online via streaming from digital retailers like Amazon Instant Video
7、, Google Play, iTunes, PlayStation Store, Xbox Video and Vudu.o Over-the-Top Subscription Video on Demand (OTT SVOD): Refers to the delivery of audiovisual content streamed over the internet without the involvement of an internet service provider (ISP) in the control or distribution of the content.
8、The ISP is neither responsible for, nor is able to control, the viewing abilities, copyrights, and/or other redistribution of the content, which arrives from a third party and is delivered to an end-users device from online subscription services like Amazon Prime, Hulu Plus and Netflix.o Mobile: The
9、 combination of smartphone and tablet. When data is referring specifically smartphones or tablets, it will be labeled accordingly.o Subscription Video on Demand (SVOD): For a fixed, recurring fee, subscribers may have unlimited streaming to a licensed catalog of content for the duration of their act
10、ive subscription term. Subscription terms may be as short as one month (e.g., Hulu Plus, Netflix) or as long as one year (e.g., Amazon Prime). In addition to SVOD via over-the top (OTT), SVOD can also be delivered via Cable Video on Demand (cVOD), which is on demand content streamed or downloaded vi
11、a a cable, telecommunications or satellite provider (e.g., HBO, Showtime, Starz).o Transactional on Demand (TOD): A temporary license (rental) of a movie or special event from an operator for a fee for a limited and pre-determined viewing period (such as 24 or 48 hours) for on-demand viewing.o Uniqu
12、e visitor: A person who visits an app or digital media property at least once over the course of a month.For more information about subscribing to comScore services, please contact us at comScore, Inc. Proprietary. 3Table of ContentsMulti-Platform 4Digital Media 8Mobile 21Social Media 28TV & Cross
13、Platform 37 Advertising 48E-Commerce 55Box Office 64Ten Trends of 2016 67 comScore, Inc. Proprietary. 4Multi-Platform comScore, Inc. Proprietary. 5Digital media usage time is exploding right now, and its being driven entirely by mobile particularly on smartphone.Total digital media usage has nearly
14、tripled since 2010, and since 2013 its up 35%, with smartphone having grown 78% and contributing to 92% of the total increase in time spent. Tablet is also seeing very strong growth over that 2-year period at 30%, while desktop is down slightly.Growth in Digital Media Time Spent in Minutes (MM)Sourc
15、e: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Dec 2015 vs. Dec 2014 vs. Dec 2013505,591 551,184 500,173441,693646,324 787,541123,661197,446 160,7670200,000400,000600,000800,0001,000,0001,200,0001,400,0001,600,000Dec-2013 Dec-2014 Dec-2015Desktop Smartphone Tablet+30% vs. 2013+78%vs.
16、 2013-1%vs. 2013 comScore, Inc. Proprietary. 6Mobile now represents almost 2 out of 3 digital media minutes, and smartphone apps alone are approaching half of all digital time spent.Although desktop is relatively flat in total engagement, it is losing share to mobile which now accounts for 65% of digital media time spent. Mobile apps now drive the majority of digital time spent at 56%, a
