Global Digital Future in Focus - 2018 International Edition - Adepa
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Global Digital Future in Focus
2018 International Edition
© comScore, Inc. Proprietary. 1
Introduction
This report provides a snapshot of the global comScore products
digital landscape, using audience sizes, MMX Multi-Platform offers comprehensive reporting on more than 300,000 digital media
demographics and behaviours across all digital entities, including their un-duplicated audience size, demographic composition, engagement,
performance within key user segments and behavioural trends. All of these metrics can be
platforms (desktop, smartphone and tablet) to compared across digital media platforms and can be used to understand incremental activity
identify universal trends and unique coming from each platform.
characteristics of international markets.
Mobile Metrix captures total mobile audience behaviour on browsers and apps across
All data comes from the comScore audience smartphones and tablets. With Mobile Metrix, publishers can demonstrate the value of their
mobile audiences, while agencies and advertisers can strategically plan and buy digital
measurement tools referenced across the page. advertising on mobile platforms to achieve their campaign objectives.
For more information on this report or comScore MobiLens® Plus matches quantitative observed behaviours with self-reported survey
products, contact: worldpress@comscore.com responses, connecting data about consumers’ mobile content consumption with purchase-
intents, interests and device satisfaction.
Video Metrix provides objective insights with the most accurate and comprehensive
measurement of global online video activity.
© comScore, Inc. Proprietary. 2
The State of Global Digital
A look at 13 global digital markets, examining key audience and consumption
indicators across desktop, smartphone and tablet devices
© comScore, Inc. Proprietary. 3
Multi-platformers remain a majority in most markets
% of Total Digital Audience by Platform (Desktop only, Multi-platform, Mobile only)
100% Multi-platform users (those
90%
who access online content
via desktop and smartphone
80% / tablet in a month) remain
70%
the majority overall, with an
average across markets of
60% 46% of the total population.
50%
Mobile only usage now
40% averages just above desktop
30% only consumption with a
cross-market average of
20% 30%, driven heavily by large
10% share in APAC markets,
versus 24% for desktop only.
0%
Argentina
Malaysia
Spain
Brazil
UK
USA
Mexico
France
Germany
Italy
Canada
India
Indonesia
Source: comScore MMX Multi-Platform, Dec 2017
© comScore, Inc. Proprietary. 4
Mobile users consume more than 2x minutes vs. desktop users
Average Minutes per User by Platform
Desktop Mobile When looking at each
7,000 region’s desktop users and
mobile users separately,
6,000 mobile users universally
consume more digital
5,000 minutes per person – more
than double in the majority
4,000 of countries.
3,000 Argentina continues to
deliver the largest number
2,000 of mobile minutes per user,
while Canada has the
1,000 highest level of per-user
desktop consumption.
0
Argentina
Malaysia
Spain
Brazil
UK
USA
Mexico
France
Germany
Italy
Canada
India
Indonesia
Source: comScore MMX Multi-Platform, Dec 2017
© comScore, Inc. Proprietary. 5
Argentina has largest disparity between platform average minutes
Difference in Average Mobile vs. Average Desktop Mins Per User
7,000 As well as the greatest
number of per user mobile
6,000 minutes, Argentina also has
the largest disparity
5,000 between the two averages.
4,000 Surprisingly, the US has the
second-largest difference,
3,000 even with the presence of an
established desktop
foundation that is less
2,000
prevalent in other markets,
which are often considered
1,000
to have largely avoided the
“desktop phase”.
0
Argentina
Malaysia
Spain
Brazil
UK
USA
Mexico
France
Germany
Italy
Canada
India
Indonesia
Source: comScore MMX Multi-Platform, Dec 2017
© comScore, Inc. Proprietary. 6
Smartphone takes largest share of global digital minutes
Share of Total Digital Minutes by Platform (Desktop / Smartphone / Tablet)
100% Smartphone is now the
90%
dominant platform in terms
of total minutes across
80% every market.
70%
This is most pronounced in
60% India (89% of total minutes),
50% and least noticeable in
Canada where, thanks
40% additionally to the largest
30% share of tablet minutes
(15%) seen in any of the
20% markets shown, smartphone
10% represents 43% of time, to
desktop’s 42%.
0%
Argentina
Malaysia
Spain
Brazil
UK
USA
Mexico
France
Germany
Italy
Canada
India
Indonesia
Source: comScore MMX Multi-Platform / Mobile Metrix, Dec 2017
© comScore, Inc. Proprietary. 7
Apps Account for Over 80% of Mobile Time
Share of Total Mobile Minutes by Browser / App
Mobile Browser Mobile App When considering mobile
0% 20% 40% 60% 80% 100% (smartphone and tablet)
minutes in isolation, they
USA 88% are overwhelmingly
Canada 85% dominated by app
France 89% consumption – over 80% of
Germany 90%
all mobile time in the
markets considered for this
Italy 88%
report.
Spain 88%
UK 83% Levels appear marginally
Argentina 95% higher in Latin America, with
Brazil 91% Argentina, Brazil and Mexico
Mexico
all falling within the top 5 of
94%
the markets shown here.
India 89%
Indonesia 89%
Malaysia 92%
Source: comScore Mobile Metrix, Dec 2017
© comScore, Inc. Proprietary. 8
What changed in 2017?
How did adoption and usage of platforms, categories and apps change over
the course of 2017, and what might this mean for digital markets in 2018?
© comScore, Inc. Proprietary. 9Platforms’ market share continued to evolve
Share of Total Digital Minutes by Platform (US)
100% We showed earlier in this
11.5% TABLET 8.8% report that smartphone is
90%
the primary platform in all
80% markets, but it is also worth
noting that even in mature
70% markets such as the US, this
60% 54.5% SMARTPHONE 61.9%
platform continues to
squeeze share away from
50% desktop and tablet.
40%
As we’ll see on the next
30% slide, the past year has
seen this effect to a different
20% degree between markets.
34.0% DESKTOP 29.3%
10%
0%
J F M A M J J A S O N D J F M A M J J A S O N D
2016 2017
Source: comScore MMX Multi-Platform / Mobile Metrix, Dec 2017
© comScore, Inc. Proprietary. 10Smartphone share did not show a universally positive trend
Smartphone Share of Total Digital Mins (Dec. 2016 vs. Dec. 2017)
December 2016 December 2017 It is worth noting that the
100% pattern exhibited by the US
on the previous slide is not
90%
common to all markets.
80%
70% Indeed, of the 8 markets for
which comparable 2016 data
60%
is available, Smartphone
50% share decreased in half of
40% them. This fact should not
be taken in isolation
30%
however, as it does not
20% imply that smartphone
10% minutes decreased (rather
that overall time grew, and
0%
faster on other platforms).
Spain
Brazil
UK
USA
Mexico
Italy
Canada
Indonesia
Source: comScore MMX Multi-Platform / Mobile Metrix, Dec 2017
© comScore, Inc. Proprietary. 11Size of ‘mobile only’ audience grew almost universally
Percentage Points Change in Reach of ‘Mobile Only’ Audience (Dec. 2016 – Dec. 2017)
-4 -2 0 2 4 6 8 10 ‘Mobile only’ audiences are
now second only to ‘multi-
USA 4.6
platform’ users in the
Canada 4.8 majority of markets, and
France -1.8
appear to be increasing
their reach among the
Germany 1.5 overall population in many
Italy 5.2 markets.
Spain -0.7
Even a relatively short
Argentina 7.2 period of 12 months has
Brazil 9.1 seen dramatic points
change in the percentage of
Mexico 9.0 users who no longer feature
India* 6.3 desktop in their roster of
Indonesia
digital devices over the
-0.6
course of a month.
Malaysia 1.9
*India data only available from Feb 2017. Comparison for India is Feb 2017 vs. Dec 2017 Source: comScore MMX Multi-Platform, Dec 2017
© comScore, Inc. Proprietary. 12Video growth was led by, but not exclusive to, mobile devices
Total Video Minutes for Top 100 Video Properties (US)
Desktop Mobile Data from the US gives an
indication of the growth of
online video across all
digital platforms, but most
notably on mobile, which
grew 3x as quickly as
desktop over the past 12
+28%
months.
Video content providers and
advertisers will be
encouraged by growth on all
platforms, but will be
reminded that overlaps
+10% between these platforms
have significant impact on
net reach and frequency.
Feb
Oct
Jan
Aug
Nov
Dec
May
Sep
Mar
Apr
Jun
Jul
Source: comScore Video Metrix Multi-Platform, Dec 2017
© comScore, Inc. Proprietary. 13Snapchat breaks into the top 5 apps in two major markets
Top 5 Apps by Reach
USA Canada France Germany Italy Spain UK Google and Facebook
Facebook Facebook Google Play Google Play WhatsApp WhatsApp YouTube continue to enjoy dominance
of top 5 app charts around
YouTube FB Messenger Google Search WhatsApp Google Play YouTube Facebook
the globe, but Snapchat is a
Google Search YouTube YouTube Google Search Google Search Google Play Google Search notable new entry in the
FB Messenger Google Search FB Messenger YouTube YouTube Google Search FB Messenger
rankings for two of the
largest digital economies.
Snapchat Google Maps Gmail Facebook Facebook Google Maps Snapchat
It now ranks in 5th position
by reach, up significantly
versus the same point 12
Argentina Brazil Mexico India Indonesia Malaysia months previously, when it
WhatsApp WhatsApp WhatsApp WhatsApp Google Play WhatsApp was 9th in the US and 16th in
the UK.
Google Play Google Play YouTube Google Play WhatsApp Google Play
YouTube YouTube Google Play YouTube YouTube YouTube
Google Search Google Search Google Search Gmail Google Search Google Search
Google Calendar Gmail Facebook Google Search Gmail Facebook
Source: comScore Mobile Metrix, Dec 2017
© comScore, Inc. Proprietary. 14Number of sites / apps reaching 1 in 10 people (mostly) increased
Count of Entities with >10% Reach (Dec. 2016 vs. Dec. 2017)
Dec 2016 Dec 2017 growth decline The theme of digital
consolidation has emerged
180 recently, which many
+2%
suggest will impact the mid-
160 -5%
to-long tail.
140
-12%
120 More than half of markets
+22% demonstrated a positive
100 year-on-year change to the
80 -1% number of properties
-11%
+38% -43% achieving more than 10%
60
reach, and in the cases of
40 +30% +3% +14% +3% +55% the biggest declines (Brazil
20 and Canada), we will see on
the next slide that this does
0 Argentina not necessarily indicate top-
Malaysia
Spain
Brazil
UK
USA
Mexico
India*
France
Germany
Italy
Canada
Indonesia
heaviness in that market.
*India data only available from Feb 2017. Comparison for India is Feb 2017 vs. Dec 2017 Source: comScore MMX Multi-Platform, Dec 2017
© comScore, Inc. Proprietary. 15Encouraging growth for ‘non-duopoly’ properties
Total Minutes for Top 100 Properties (exc. Google Sites & Facebook) vs. Jan 2017
120% Brazil +17% The previous slide showed
two regions, Brazil and
110%
+2% Canada, with considerably
100% fewer entities achieving 10%
Total Internet reach than a year previously.
90%
Another way of examining
80%
top-heaviness of a market is
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
to compare the performance
of the top 100 properties,
120% Canada excluding the duopoly of
Facebook and Google. In
110% +4% both markets, these sites
100% saw increases in
consumption times ahead of
-3%
90% the overall market.
Total Internet
80%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Source: comScore MMX Multi-Platform, Dec 2017
© comScore, Inc. Proprietary. 16As many predicted, Amazon gained significant ground
% Change in Total Digital Population (Dec. 2016 vs. Dec. 2017)
Google Sites Facebook Amazon Sites A final note on digital’s
much-cited duopoly – many
140 predicted that Amazon
would gain ground in 2017.
120
100 In 8 out of 13 markets,
Amazon saw proportionally
80 faster growth than both,
60
although it must of course
be noted that this was often
40 from a lower base. Only one
market (Brazil) saw a
20
decline in Amazon’s total
0 digital population.
-20
Argentina
Malaysia
Spain
Brazil
UK
USA
Mexico
India*
France
Germany
Italy
Indonesia
Canada
*India data only available from Feb 2017. Comparison for India is Feb 2017 vs. Dec 2017 Source: comScore MMX Multi-Platform, Dec 2017
© comScore, Inc. Proprietary. 17‘Mobile First’ Revisited
Digital time has shifted heavily to mobile platforms, but some
markets retain desktop audiences that are equal or larger in size.
Are there other ways in which we can define the concept of
‘mobile first’ markets, categories and brands?
© comScore, Inc. Proprietary. 18Some desktop audiences remain equivalent or larger than mobile
Mobile Unique Visitors as a % of Desktop Unique Visitors
Markets which have a mobile audience larger than its Markets where the mobile audience is equal to or
While time has shifted to
desktop audience – truly ‘mobile first’ smaller than the desktop audience mobile devices in all
markets, the 13 examined in
this report divide into two
397% almost evenly-sized groups
400% in terms of their per-
platform audiences.
300%
249% Disregarding overlap, there
are 7 markets with more
200% mobile users than desktop,
132% 127% but still 6 in which the
116% 114% 106% 100% 90% 90%
100% 81% 68% overall desktop audience
48% remains equal or larger.
0%
Malaysia
Argentina
Spain
Brazil
UK
USA
Mexico
Italy
France
Germany
India
Indonesia
Canada
Source: comScore MMX Multi-Platform, Dec 2017
© comScore, Inc. Proprietary. 19Are mobile audiences duplicated or unique?
‘Mobile-Firstness’ of Markets’ Total Digital Populations
100% Of the markets with larger
Mobile Only % of Mobile
Smaller but largely Large, mainly exclusive mobile audience mobile audiences, there is
exclusive mobile
another almost even divide
audience INDIA
80% on the relative overlap of
mobile users with desktop.
INDONESIA
60% MEXICO
The data would suggest
that in Mexico, Indonesia
and India specifically,
Smaller mobile audience, Large mobile audience, but
40% heavily overlapped
BRAZIL
heavily overlapped with desktop
mobile has created ‘new’
UK SPAIN digital audiences to a
greater extent than in the
USA ITALY
other markets with larger
20%
FRANCE MALAYSIA mobile audiences.
GERMANY CANADA ARGENTINA
0%
0% 50% 100% 150% 200% 250% 300% 350% 400%
Mobile Audience as % of Desktop
Source: comScore MMX Multi-Platform, Dec 2017
© comScore, Inc. Proprietary. 20Site-level audiences reinforce the need for granular understanding
‘Mobile-Firstness’ of Top 100 Properties (Mexico)
100% Applying the same filters to
Mobile Only % of Mobile
Smaller but largely Large, mainly exclusive mobile audience the top 100 properties (by
exclusive mobile
reach) in a market such as
audience
80% Mexico, shows how ‘mobile
firstness’ can be more
dramatic at an individual
60% property-level… there are
many brands that audiences
visit almost exclusively on
Large mobile audience, but
40% heavily overlapped with desktop
mobile platforms, despite
accessing others via
desktop (as shown on the
previous slide, where
20%
around half of mobile users
Smaller mobile audience, are active on desktop also).
heavily overlapped
0%
0% 50% 100% 150% 200% 250% 300% 350% 400%
Mobile Audience as % of Desktop
Source: comScore MMX Multi-Platform, Dec 2017
© comScore, Inc. Proprietary. 21Category Focus
How have overall digital consumption patterns influenced
content categories? Where are users spending time, increasing
consumption and how are they balancing usage based on the
best available device for the job?
© comScore, Inc. Proprietary. 22Three subcategories capturing over a third of digital time
Share of Total Digital Minutes
Multimedia Social Networking Instant Messengers In some markets, three
60% subcategories capture more
than half of all digital time.
50%
Multimedia (which includes
several large video
40% streaming services) and
social networking drive the
30% largest share in most
markets.
20%
The relative scale of instant
messaging is particularly
10%
noteworthy since the
minutes typically come
0%
Argentina almost exclusively from
Malaysia
Spain
Brazil
UK
USA
Mexico
France
Germany
Italy
Canada
India
Indonesia
mobile platforms.
Source: comScore MMX Multi-Platform, Dec 2017
© comScore, Inc. Proprietary. 23Uneven growth even at a broad, category level
Average YOY Point Increase in Reach for Selected Categories Across 8 Global Markets*
The importance of mobile
has had a profound impact
on usage and growth for
30 27.8
categories and
25 subcategories.
20.5
19.3
20 18.1 Even the selection included
15.6 here exhibit dramatically
13.6
15 12.5 11.7 different growth rates in
9.6 9.3 average reach across
10 8.4 7.6 markets. Instant messaging
5.0 is an almost exclusively
5
mobile activity, so
0 impressive growth is tied
heavily to that platform’s
Newspapers
Social Networking
Personal Finance
Retail – Apparel
Retail – Food
Gaming Information
Health
Job Search
Tickets
Travel
Banking
Instant Messaging
Automotive
adoption. Rapid personal
finance gains perhaps
reflect increasing comfort
with mobile transactions.
Source: comScore MMX Multi-Platform, Dec 2017
© comScore, Inc. Proprietary. 24Platform Splits for selected categories
Share of Category Minutes by Platform
Desktop mins Mobile mins The share of total minutes
between desktop and
UK INDIA mobile devices reveal global
trends (mobile-first
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
categories in one country
Instant Messengers Instant Messengers often exhibit this preference
globally), but can also
Job Search Job Search unlock local preferences and
nuances.
Social Networking Social Networking
Games Games Of the categories shown
opposite, the Health
Health Health category is significantly less
mobile in India than in the
Newspapers Newspapers
UK, which can be related to
Retail – Food Retail – Food the properties present in
each market, as well as
Banking Banking cultural preferences.
Source: comScore MMX Multi-Platform, Dec 2017
© comScore, Inc. Proprietary. 25Seasonality in UK digital consumption
Total Minutes by Content Category (Index vs. Top Month, 2017)
Despite being arguably the
JANUARY NOVEMBER JULY most ‘always on’ medium,
digital displays a surprising
level of seasonality,
especially at a category
NEWS / INFORMATION RETAIL TRAVEL level.
J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D While some peaks in usage
are common sense (retail
around holiday periods,
banking at end of tax year),
MARCH AUGUST SEPTEMBER it is interesting that less
time-sensitive usage such
as social networking is also
relatively volatile in overall
consumption.
BANKING SPORTS SOCIAL NETWORKING
J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D
Source: comScore MMX Multi-Platform, UK, Dec 2017
© comScore, Inc. Proprietary. 26Political events delivered major uplifts to digital consumption
Reach of ‘News / Information – Politics’ Category (US / UK)
80 While some seasonality is
(UK) BREXIT (US) PRESIDENTIAL (US) TRUMP (UK) GENERAL
traditional, real-world
REFERENDUM ELECTION INAUGURATION ELECTION
70 factors can dramatically
+82% vs. avg +36% vs. avg +25% vs. avg +45% vs. avg
shape consumption habits.
60
The politics category in the
50 UK almost doubled in reach
US
around the Brexit
40 referendum in 2016, and
other major political events
UK
30 in both the UK and US
demonstrate dramatic
20 changes in users’ adoption
and consumption.
10
0
J F M A M J J A S O N D J F M A M J J A S O N D
2016 2017
Source: comScore MMX Multi-Platform, Dec 2017
© comScore, Inc. Proprietary. 27Seasonality in Brazil digital consumption
Total Minutes by Content Category (Index vs. Top Month, 2017)
Compared to the patterns
JANUARY NOVEMBER MAY shown previously for the UK,
Brazil exhibits differences in
some categories based on
different market conditions –
NEWS / INFORMATION RETAIL TRAVEL Travel peaks earlier in May,
and Sport in June.
J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D
Despite a Jan – Dec tax
year, Brazil’s banking
category also peaked in
MARCH JUNE JANUARY March, possibly due to the
tax return deadline the
following month.
BANKING SPORTS SOCIAL NETWORKING
J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D
Source: comScore MMX Multi-Platform, Brazil, Dec 2017
© comScore, Inc. Proprietary. 28Category Bias: Business / Finance
Reach Among Desktop / Mobile Users for the ‘Business / Finance’ Category
Examining reach among
100 each country’s mobile and
UK
CANADA
desktop populations can be
SPAIN
an indicator of platform bias
USA for that particular content
type.
80 Business / Finance includes
BRAZIL transactional functions such
Mobile Reach
as banking, as well as
financial information and
news. Of the three
FRANCE categories we will compare
60 in this manner, it sees the
MALAYSIA INDIA ITALY largest number of markets
exhibiting a desktop bias,
perhaps due to residual
GERMANY concerns about security and
ARGENTINA privacy on mobile devices.
40
40 60 Desktop Reach 80 100
Note: Indonesia not shown in the visual due to desktop reach of 28.3% below axis minor limit (mobile reach is 43.6%) Source: comScore MMX Multi-Platform, Dec 2017
© comScore, Inc. Proprietary. 29Category Bias: Retail
Reach Among Desktop / Mobile Users for the ‘Retail’ Category
SPAIN In the majority of markets,
100 retail has higher
UK proportional audience reach
USA among mobile users than
CANADA desktop, most notably in
FRANCE
INDONESIA Spain, where 97.5% of
80 mobile users accessed the
category in December 2017,
INDIA
Mobile Reach
BRAZIL and where there is a 16 point
difference between the
ARGENTINA platforms.
MEXICO
GERMANY
60
ITALY
MALAYSIA
40
40 60 Desktop Reach 80 100
Source: comScore MMX Multi-Platform, Dec 2017
© comScore, Inc. Proprietary. 30Category Bias: News / Information
Reach Among Desktop / Mobile Users for the ‘News / Information’ Category
UK As a third category for
SPAIN
100 MEXICO ARGENTINA comparison, news /
MALAYSIA USA information is often one of
FRANCE the highest-reaching
BRAZIL CANADA
ITALY categories on mobile
INDONESIA GERMANY devices, being accessed by
80 more than 80% of users on
INDIA
those platforms in every
Mobile Reach
market.
Only Canada has
(marginally) higher reach
60 among desktop users,
although the category
experiences 95% reach on
both.
40
40 60 Desktop Reach 80 100
Source: comScore MMX Multi-Platform, Dec 2017
© comScore, Inc. Proprietary. 31Demographics Categories (UK)
Points Difference in Reach Within 18 – 24 / 25+ Age Demographics
Ages 18–24 Ages 25+ Reach within a demographic
is one way of mitigating
overall differences in
Instant Messengers 12.5
composition of a market.
Retail – Apparel 12.5
Portals 1.1 It also enables comparison
Social Networking 0.4 of categories or individual
Retail 0.4 properties to assess
patterns in age groups’
Travel 1.5
digital consumption.
Newspapers 2.0
Lifestyles 2.2 For the selected categories
Retail – Food 2.8 shown in the UK, there are
Sports 3.0
some dramatic (10+ point)
differences in reach between
Real Estate 8.3
under- and over-25s.
Banking 11.2
Automotive 12.9
Source: comScore MMX Multi-Platform, Dec 2017
© comScore, Inc. Proprietary. 32Demographics Categories (India)
Points Difference in Reach Within 18 – 24 / 25+ Age Demographics
Ages 15–24 Ages 25+ Applying the same
comparison to the same
categories reveals that India
Social Networking 9.8
has less volatility between
Portals 7.3 the two age breaks,
Retail 6.1 suggesting that digital
Instant Messengers 5.8 adoption for these
Lifestyles 5.2 categories is more universal
than in the UK, although
Retail – Apparel 4.0
reach among under 25s is
Newspapers 2.2 higher for a larger number of
Retail – Food 1.8 the categories.
Travel 1.5
Sports 1.5
Automotive 1.1
Real Estate 2.3
Banking 2.7
Source: comScore MMX Multi-Platform, Dec 2017
© comScore, Inc. Proprietary. 33Category Competitiveness
Audience Duplication as % of Total Category Users
1 site in category 2+ sites in category Duplication of audiences
between sites in a category
Canada India UK could provide an indication
100% 100% 100%
of loyalty and competition.
In all three markets shown,
80% 80% 80%
Newspapers had the
highest proportion of users
60% 60% 60%
visiting 2 or more properties,
suggesting users are less
40% 40% 40%
likely to be loyal to one
provider – likely a factor of
20% 20% 20% multiple entry points via
social etc. Banking is a
0% 0% 0% broadly ‘loyal’ category, with
Newspapers
Newspapers
Newspapers
Banking
Banking
Banking
Apparel
Apparel
Apparel
around 60% of users only
accessing one brand in the
category.
Source: comScore MMX Multi-Platform, Dec 2017
© comScore, Inc. Proprietary. 34Spotlight on Apps
Now accounting for over 80% of mobile time, how
has the app market evolved in the past year?
© comScore, Inc. Proprietary. 35Four Categories Account for More Than 2/3 of App Minutes
Category Share of Total App Minutes
Entertainment Social Media Instant Messaging Games Other Despite the number of apps
100% available to mobile users,
overall time has
90%
concentrated heavily into
80% four categories, which
70% combine for more than two
thirds of overall app time.
60%
50% Social Media has the
40% highest average share
across all markets, although
30%
Entertainment leads the way
20% in both the US and Canada.
10%
0%
Argentina
Malaysia
Spain
Brazil
UK
USA
Mexico
France
Germany
Italy
Canada
India
Indonesia
Source: comScore Mobile Metrix, Dec 2017
© comScore, Inc. Proprietary. 36Social Networks’ Share of Time
Share of Combined Minutes for 4 Major Social Networking Apps
Twitter Facebook Instagram Snapchat Facebook is the clear leader
100% when examining the
distribution of minutes
90%
between four key social
80% networking apps,
70% particularly when combining
Instagram into its overall
60%
share.
50%
40% We’ve seen evidence earlier
in this report of Snapchat’s
30%
increasing reach, and it will
20% be interesting to observe
10% how this translates into
usage durations in 2018.
0%
Argentina
Malaysia
Spain
Brazil
UK
USA
Mexico
France
Germany
Italy
Canada
India
Indonesia
Source: comScore Mobile Metrix, Dec 2017
© comScore, Inc. Proprietary. 37Messaging Share of Minutes
Share of Combined Minutes for 3 Major Instant Messaging Apps
WhatsApp Messenger Facebook Messenger WeChat When it comes to instant
100% messaging, WhatsApp
messenger continues to
90%
reap the advantages of early
80% adoption, dominating the
70% majority of markets.
60%
Facebook Messenger has
50% however established greater
40% share in four markets, and
this continues to be a
30%
category to watch closely in
20% 2018.
10%
0%
Argentina
Malaysia
Spain
Brazil
UK
USA
Mexico
France
Germany
Italy
Canada
India
Indonesia
Source: comScore Mobile Metrix, Dec 2017
© comScore, Inc. Proprietary. 38Gaming exhibits the biggest long tail of major app categories
Share of Total Category App Minutes for Top 5 Properties (US)
100% 93.9% 94.2% Of the four dominant app
categories, Games are the
83.5% least reliant on the top 5
80% properties to deliver overall
consumption minutes.
It should be noted that this
60%
analysis refers to properties,
including those that contain
multiple apps such as Peak
40% 34.1% Games and Zynga. The top
5 individual apps deliver just
14.7% of total category app
20% minutes.
0%
Entertainment Social Media Instant Messaging Games
Source: comScore Mobile Metrix, Dec 2017
© comScore, Inc. Proprietary. 39Most popular categories get more popular (but not evenly)
Average Change in Total App Category Minutes (Dec. 2016 vs. Dec. 2017)
120% All four categories identified
earlier in this section
100% showed an average increase
in total app minutes, with
80%
Entertainment and Instant
Messaging the clear
60%
leaders.
+42%
+35%
40%
Gaming, on the other hand
20% +13% saw a notable slow-down,
+2% with only 2% average
0% growth, thanks to significant
increases in Spain
-20% (excluding Spain the
average would have been -
-40% 13%).
-60%
Entertainment Instant Messaging Social Media Games
Markets included, left to right: USA, Canada, Italy, Spain, UK, Brazil, Mexico, Indonesia Source: comScore Mobile Metrix, Dec 2017
© comScore, Inc. Proprietary. 40Spotlight on Video
How has video consumption shifted to
mobile and multi-platform consumption?
© comScore, Inc. Proprietary. 41Mobile accounts for dominant share of video views
Share of Top 100 Properties’ Videos by Platform
Desktop Mobile Perhaps unsurprisingly,
video views for the top 100
USA UK properties in the three
regions shown skew
towards mobile devices,
although by a smaller extent
32% CANADA 31% than overall digital minutes
in all three markets.
68% 69%
51% 49%
Source: comScore Video Metrix Multi-Platform, Dec 2017
© comScore, Inc. Proprietary. 42Digital video growth is geographically uneven
Total Minutes for Top 100 Properties by Platform
Desktop Mobile Growth in consumption for
the top 100 digital video
USA UK properties varied
+10% considerably for the US and
+42%
UK.
+41% +24%
The US saw similar growth
in consumption on both
desktop and mobile,
combining for 4x faster
growth than the UK, which
saw a slight decline in
desktop consumption for
these properties.
+46% -12%
Dec 16 Dec 17 Dec 16 Dec 17
Source: comScore Video Metrix Multi-Platform, Dec 2017
© comScore, Inc. Proprietary. 43Video Metrix Multi-Platform COMING SOON
Coming soon to more international markets, comScore Video Metrix® Multi-Platform delivers a single, unduplicated
measure of digital video consumption across desktop, smartphone, tablet and over-the-top (OTT) devices.
Premium video content and advertising can be planned, bought and sold across platforms using TV-comparable GRP
metrics that measure audience engagement.
© comScore, Inc. Proprietary. 44Key Takeaways
© comScore, Inc. Proprietary. 45Key Takeaways
1 Multi-platform consumption is still the norm, but “mobile only” is on the rise. Multi-platform users (those who access the internet
via desktop and mobile in a month) still form the majority across markets, but the percentage of ‘mobile only’ users grew across
the majority of markets over the course of 2017, surpassing 30% of users in nearly half of the markets considered.
2 There is evidence of digital consolidation, but optimistic growth beyond the top. The categories and entities that account for large
shares of (especially mobile app) time have consolidated, but there is evidence of growth outside the top entities in terms of both
time and number of properties crossing the 10% reach threshold.
3 Time has shifted to mobile, but some large desktop audiences impact ‘mobile firstness’. It can be easy to assume the shift of
digital time to mobile has significantly shrunk the desktop marketplace, but from an audience point of view, many country /
category desktop audiences remain larger, with corresponding considerations in reaching and marketing to these users.
4 Entertainment and video flourish on mobile platforms. Entertainment, already one of the major app categories, saw the highest
average percentage growth in app time across those four major content types. Video consumption is now heavier on mobile
devices, and video minutes on mobile platforms grew rapidly in both the US and UK.
© comScore, Inc. Proprietary. 46You can also read
