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The Mobile Landscape for Travel ‘The Mobile Digital Omnivore’ Trends across Online, Mobile and Social in the UK and beyond…… Wednesday 12th December, Centre for Contemporary Arts, Glasgow Gregor Smith, Mobile Sales Director Europe [email protected] Contents . comScore Introduction . Online Trends UK . Mobile Device Trends UK . Mobile Internet UK . Mobile Shopping UK . European Connected Consumer . F-Commerce – Retail and Facebook . Online Retail Trends US . Takeaways © comScore, Inc. Proprietary. 2 comScore Introduction © comScore, Inc. Proprietary. 3 comScore is a Global Leader in Measuring the Rapidly Evolving Digital World, Blanketing the Globe with a Local Presence NASDAQ SCOR Clients 2000 + worldwide Employees 1200 + Headquarters Reston, VA 170+ countries under measurement; Global Coverage 43 markets reported Local Presence 32 locations in 23 countries © comScore, Inc. Proprietary. 4 V1011 Some of Our Largest EMEA Clients Include… Media Owners / Advertisers Agencies © comScore, Inc. Proprietary. 5 V1011 UK Online Landscape In the UK, 44 million people go online via PC 33.9 hours on average each month © comScore, Inc. Proprietary. 6 Source: comScore MMX, UK, Age 6+, September 2012 in 5 minutes spent online 1 are spent on Facebook © comScore, Inc. Proprietary. 7 Source: comScore MMX, UK, Age 6+, September 2012 Social is becoming more Visual +84% 16x +34% Growth Growth Growth vs 2011 vs 2011 vs 2011 5.6million 1.7million 0.7million users users users © comScore, Inc. Proprietary. 8 Source: comScore MMX, UK, Age 6+, September 2012 Online Video is Now a Prominent Channel More than 10 billion videos have been watched in Sept alone © comScore, Inc. Proprietary. 9 Source: comScore Video Metrix, UK, Age 15+, September 2012 UK’s Video Engagement Grows 20% Percent 55 billion minutes 45.5 spent watching billion online videos minutes Sep-11 Sep-12 © comScore, Inc. Proprietary. 10 Source: comScore Video Metrix, UK, Age 6+, February 2011 vs 2012 Tablets: A Phenomenon Tablet Ownership (%) Among Smartphone Users Source: comScore MobiLens, UK 3 month average ending September 2011 vs September 2012 Multimedia tablets now included in the basket of goods used by the ONS to calculate inflation in 18% 16.8% the UK for 2012 16% 14% 12% 10% 9% 8% 6% 4% 2% 0% September-11 September-12 © comScore, Inc. Proprietary. 11 Additional Devices are Additive Average Time Spent Per Day Following Olympics 8hr 29min 47 min Tablet 6hr 50min 40 min Mobile 51 min 55 min PC 5hr 18min 59 min 4hr 19min 50 min 6hr 7min TV 5hr 4hr 19min 4hr 28min TVTV Only Only TV TV+ PC/Laptop + TV +TV PC/Laptop + + TV + TVPC/Laptop + + PCOnly MobilePC + Only MobilePC ++ Tablet Mobile Mobile + Tablet Source: comScore Olympics Single Source Multi-Platform Study. A18© comScore,+. 7/27/12 Inc. – 8/12/12 Proprietary.. Total Day. Screen Status12 Definitions: TV+PC Only = Followed the Olympics on TV and PC but not on Mobile or Tablet, TV+PC+Mobile = Followed the Olympics on TV, PC and Mobile but not on Tablet, TV+PC+Mobile+Tablet = Followed the Olympics on all 4 screens. UK Digital Ad Landscape is stealing share In the UK, 42 million people are exposed to 77 billion ad impressions a month © comScore, Inc. Proprietary. 13 Source: comScore Ad Metrix, UK Age 6+, September 2012 Mobile Device Trends © comScore, Inc. Proprietary. 14 60% Smartphone Penetration in UK, Close to 30 million Smartphone Users Growth in smartphone user base UK (millions) 35 Smartphone Feature 30 25 20 15 10 34% YoY 34% 5 - Aug 11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug 12 Source: MobiLens™. © comScore, Inc. Proprietary. 15 Data based on three month moving average to August 2012 Almost 80% of All New Handset Acquisitions are Smartphones Newly acquired handsets in August 2012 Smartphone, 0% Google 55% Feature 21% Apple Smartphone 79% Symbian 2% 25% RIM Windows 4% 12% Source: MobiLens™. © comScore, Inc. Proprietary. 16 Data based on three month moving average to August 2012 Three Quarters of the Smartphone Landscape Is Dominated by Android and iOS Devices Smartphone platform market share and growth 87% 8% 19% 16% Other 47% 20% 19% Microsoft 38% 29% Symbian 21% RIM 17% 26% Apple 20% Google 32% 42% 31% 44% 22% -46% Aug 11 Aug 12 © comScore, Inc. Proprietary. 17 Source: MobiLens™. Data based on three month moving average to August 2012 Samsung The Largest OEM, But Apple the Largest OEM For Smartphones Device market share by OEM LG Other Motorola 1% 3% 2% Other LG 7% Sony 4% 6% Samsung Sony 24% Nokia Apple 7% 9% 29% HTC 9% HTC 15% RIM Nokia 10% 20% Samsung RIM 21% Apple 16% 17% Total Base = 49.5 Million Smartphone Base = 29.6 Million © comScore, Inc. Proprietary. 18 Source: MobiLens™. Data based on three month moving average to August 2012 Top 10 UK Smartphones iPhone 4 HTC Wildfire S 3.3M 0.9M iPhone 4S BB Curve 9300 2.5M 0.7M Galaxy S2 HTC Wildfire 1.4M 0.7M Galaxy Ace HTC Desire 1.4M 0.6M BB Curve 8520 Galaxy S3 1.1M 0.6M © comScore, Inc. Proprietary. 19 Source: MobiLens™. Data based on three month moving average to August 2012 Tablets an Apple Phenomenon – iPads Make up 60% of the Total Tablet Market in UK Tablet ownership among mobile users (000s) Multimedia tablets now included 6,259 in the basket of goods used by the ONS to calculate inflation in 4.7 the UK for 2012 million iPads 2,458 Aug 2011 Aug 2012 Source: MobiLens™. © comScore, Inc. Proprietary. 20 Data based on three month moving average to August 2012 Mobile Internet © comScore, Inc. Proprietary. 21 91% of Smartphone Users Connect to the Internet With Their Device Compared to a Quarter Of Feature Phone Users Used connected media (millions) 25% YoY 25% Connected Media = Used browser, application, native email, stream or download music and broadcast / on-demand video (does not include SMS) © comScore, Inc. Proprietary. 22 Source: MobiLens™. Data based on three month moving average to August 2012 Almost 17% of UK Internet Traffic Driven by Non-Computer Devices Share of non-PC device traffic in the UK Non PC, 0.0% Mobile, 11.5% Non PC, PC, 81.3% 18.7% Tablet, 6.5% Other, 0.7% Source: Device Essentials™, © comScore, Inc. Proprietary. 23 UK, September 2012 Apple iOS Devices Generate 60% of UK Non-PC Traffic Platform share of UK tablet & mobile Internet traffic iOS 42% 54% 4% 4% 12% iOS Android Android 93% 7% RIM 25% 60% Other RIM 95% 5% Mobile Tablet Other Source: Device Essentials™, © comScore, Inc. Proprietary. 24 UK, September 2012 Almost 70% of All Mobile Phone Data Usage Takes Place Over a Wi-Fi Network Mobile phone traffic by network access method and platform Wi-Fi Mobile Network 44% 69% 74% 56% 31% 26% Mobile Traffic iOS Android Source: Device Essentials™, © comScore, Inc. Proprietary. 25 UK, September 2012 Tablet Usage Overtakes PC and Smartphone Usage During the Weekday Evenings Share of device page traffic over a working day - Dec 11 10% 9% Tablet 8% Mobile Computer 7% 6% 5% 4% 3% 2% 1% 0% 12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM © comScore, Inc. Proprietary. 26 Source: Custom Analytics SMS Still The Dominant Messaging Platform – 92% of Phone Users Use SMS Mobile messaging by type (millions) / % of total base 45 92% 30 61% 23 47% 16 14 32% 8 28% 15% Sent SMS SMS Daily Used IM IM Daily Used Email Email Daily © comScore, Inc. Proprietary. 27 Source: MobiLens™. Data based on three month moving average to August 2012 Since January 2011 WhatsApp Usage Has Increased Fivefold Growth of WhatsApp usage in UK (millions) 3 WhatsApp 2 1 - © comScore, Inc. Proprietary. 28 Source: MobiLens™. Data based on three month moving average to August 2012 Browser The Most Common Access Method For Internet Services Top 10 Internet categories by access method (millions) Browser Application Search 17 Social networking 13 Social networking 12 Weather 12 News 11 Maps 10 Weather 9 News 7 Sports 9 Search 5 Entertainment news 8 Sports 5 General reference 8 Auction sites 5 Tech news 5 Photo / video sharing 5 Photo / video sharing 5 Bank accounts 5 Online retail 5 Entertainment news 4 © comScore, Inc. Proprietary. 29 Source: MobiLens™. Data based on three month moving average to August 2012 Top Visited Sites On Mobile Browser © comScore, Inc. Proprietary. 30 Source: GSMA MMM Sept 2012 On Average Mobile Users Spend 23 Minutes Per Day on Facebook 15.7 million 199 pages unique mobile visits viewed per visitor 3.6 million average daily 23 minutes visitors spent per day 39 pages 8 minutes viewed per day per visitor per visit © comScore, Inc. Proprietary. 31 Source: GSMA MMM Sept 2012 35% of Smartphone Users Watch Mobile Video Mobile video audience reach by video category (000s) 11,026 10,502 5,950 2,036 Mobile Video Video Web Video TV Video Paid (any) © comScore, Inc. Proprietary. 32 Source: MobiLens™ Data based on three month moving average to August 2012 Mobile Shopping © comScore, Inc. Proprietary. 33 Mobile Phone Increasingly Used to Assist in Shopping Activities Shopping activities performed (millions) Found store location 7.9 Made Online Purchase 6.0 Compared prices 5.5 Researched products 5.4 Found coupons or deals 5.1 Checked product availability 4.8 © comScore, Inc. Proprietary. 34 Source: MobiLens™ Data based on three month moving average to August 2012 Phone Owners Are More Savvy Shoppers and Increasingly Using their Phones in Store Shopping activities performed in store (millions) Contacted someone about product 9.0 Took picture of product 7.0 Sent photo of product 3.5 Scanned product barcode 3.2 Compared prices 2.2 Found store location 2.0 Found coupons or deals 1.6 Researched product 1.5 Checked product availability 1.1 Made Online Purchase 0.8 © comScore, Inc.
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