the global mobile report

comScore, Inc. Proprietary. comScore, Inc. Proprietary. 1

The Global Mobile Report How Multi-Platform Audiences & Engagement Compare in the

US, Canada, UK and Beyond

comScore, Inc. Proprietary. 2

The Global Mobile Report leverages data sources unique to comScore

covering several geographies:

The report is based primarily on comScore MMX Multi-Platform, which provides deduplicated reporting of digital audiences across desktop

computers, smartphones and tablets.

Multi-platform reporting accounts for unduplicated audience viewing across web, app and video content.

The report focuses on three markets: the US, Canada and the UK, the markets where unified market-level multi-platform reporting is currently

available.

The Global Mobile Report will be expanded to include Multi-Platform insights from Spain and Brazil, with several other new markets in 2016.

For more information about subscribing to MMX Multi-Platform, please contact

us at www.comscore.com/learnmore.

About This Report


The importance of de-duplicating platform audiences

Multi-Platform

Desktop (only) Mobile (only)

Smartphone Tablet

App Browser App Browser Browsing Video App


Multi-Platform Overview PAGE 5

Demographics PAGE 8

Content Categories PAGE 15

Media PAGE 21

Summary & Key Findings PAGE 31

Contents


Multi-Platform Overview


Share of Digital Media Time: Platforms

UK

CANADA

USA

Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015

61% 39%

52% 48%

56% 44%

The US has the

highest skew of

usage time

towards mobile at

more than a 60/40

split, while Canada

is closer to 50/50.

DESKTOP

MOBILE (PHONE & TABLET)


Share of Digital Media Time: Access Method

UK

CANADA

USA


Most mobile usage

occurs via apps,

particularly on

smartphones.

Smartphone app

engagement has

already surpassed

desktop in the US.

39%

43%

6%

10% 2%

48%

31%

5%

14% 2%

44%

34%

7%

12% 3%

DESKTOP

SMARTPHONE (APP)

SMARTPHONE (BROWSER)

TABLET (APP)

TABLET (BROWSER)


Demographics


Demographic Analysis: Total Digital Audience Composition Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015

Canadas Total Digital Population has the highest percentage of Age 18-34 Millennials and the lowest percentage of users 55 years and older.

37%

38%

25%

40%

44%

16%

39%

37%

24%

AGE 18-34 AGE 35-54 AGE 55+


Demographics Share of Time Spent by Platform Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015

TABLET SMARTPHONE DESKTOP

Smartphones are now driving the highest portion of digital media time spent amongst Millennials Age 18-34, a dynamic

that is most pronounced in the US where they account for 61%, but is also true in Canada (47%) and the UK (50%).

Desktop internet usage still accounts for a big slice of internet time among those Age 55+ in all three markets.

31% 61% 8%

37%

50%

13%

51% 30% 18% 39% 47% 14%

47%

36%

17%

61% 19% 20% 40% 50% 11%

46%

40%

14%

45% 28% 27%

comScore, Inc. Proprietary. 11 * Canada uses single month March 2015 data.

Smartphone Platform Market Share by Market Source: comScore MobiLens, US, Canada, UK, 3 Mo. Avg. Ending March 2015*

Android is the smartphone OS market leader among all demo segments in the three markets except 18-34 year-old

Canadians. In the US, Android still leads among Millennials but iPhone only trails by a few percentage points.

51% 54% 54% 46% 49% 52% 51% 56% 59%

45% 40% 40% 47% 38% 32% 40% 29% 22%

4% 5% 6% 7% 12% 16% 9% 15% 19%

ANDROID APPLE OTHER

AGE 18-34 AGE 35-54 AGE 55+ AGE 18-34 AGE 35-54 AGE 55+ AGE 18-34 AGE 35-54 AGE 55+


Total Digital Media Hours Spent per Visitor by Market Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015

MOBILE DESKTOP

Americans spend more time on digital media than Canadians and Brits across both the Millennial and Age 35+ segments,

with the disparity between mobile and desktop minutes particularly noticeable for US Millennials.

88.6

39.1

66.6

43.3 44.4 46.0

69.9

45.8 43.9

18-34 35+ 18-34 35+ 18-34 35+

48.6 52.5 60.7


Smartphone Penetration of Mobile Phone Owners by Market Source: comScore MobiLens, US, Canada, UK, 3 Mo. Avg. Ending March 2015*

Across all markets, Millennials (18-34) have the highest smartphone penetration at 90%+. Penetration drops off

considerably among those Age 55+.

* Canada uses single month March 2015 data.


Millennials are the most mobile. 18-34 year-olds exhibit the highest

propensity to spend their internet time on mobile particularly smartphones

a demographic skew that is true across all three markets.

Millennials mobile activity is driven by their smartphone preferences. 18-34

year-olds have the highest smartphone penetration of 90%+ across the

board, and they are more likely than older age groups to use iPhones.

Mobile trumps desktop across demographics. In virtually every case, mobile

outpaces desktop for digital media time spent. With one key exception:

Canadians Age 35+ still slightly prefer desktop.

Summary: Demographics


Content Categories


Share of Category Digital Time Spent by Market Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015

Social Networking and Entertainment are the top leading categories for each market. US skews heaviest in entertainment content, while Canada is most social.

OTHER ENTERTAINMENT SOCIAL GAMES RETAIL EMAIL NEWS / INFORMATION PORTALS


0%

20%

40%

60%

80%

100%

Newspapers e-mail Sports Health Maps Banking InstantMessengers

Weather

Category Visitation Incidence by Market Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015

Incidence of category visitation varies by country, with UK proving most likely to read news online while Americans are

more interested in Health and Weather. Canadian are the most likely to do their banking online.

CANADA UK USA

85% 78%

63%


161

158

157

157

149

146

143

137

135

132

Radio

Photos

Books

Incentives

Coupons

Maps

Online Gaming

Instant Messengers

Weather

Entertainment - Music

181

179

167

164

163

150

147

146

142

139

Photos

Coupons

Online Gaming

Instant Messengers

Books

Incentives

Maps

Telecommunications

Retail - Food

Family & Parenting

177

174

170

168

164

160

155

149

149

146

Books

Incentives

Coupons

Photos

Online Gaming

Radio

Instant Messengers

Weather

Gay/Lesbian

Technology

Index = Share of Mobile Minutes by Category / Share of Mobile Minutes for Total Internet x 100. Index of 100 indicates

average mobile representation for the category. Index over 100 indicates above average mobile representation.

Categories that over-index for mobile minutes Index = Share of Mobile Minutes by Category / Share of Mobile Minutes for Total Internet x 100


INDEX OF HOW MOBILE


Social Media Time Comparison Share of time spent on social media across different platforms


In all three markets, the vast majority of social media consumption occurs on mobile apps, driven largely by smartphones. The smartphone app is the dominant social platform in the US, accounting for 57% of all social media time spent. While its also the leading platform in Canada (47%) and the UK (47%), these countries index significantly higher than the US on desktop and tablet for their social media usage.

24%

30%

30%

57%

47%

47%

5%

4%

4%

11%

17%

14%

3%

3%

4%

USA

Canada

UK

DESKTOP SMARTPHONE (APP) SMARTPHONE (BROWSER) TABLET (APP) TABLET (BROWSER)


Social and Entertainment drive the highest multi-platform engagement.

Across the US, Canada and UK, Social Networking and Entertainment

combine to account for about 40% of total digital media time spent.

Content category penetration can vary widely by market. US has highest

tendency to access Maps and Health content; Canada has much higher

penetration of online banking; UK loves its digital newspapers.

Gaming, Coupons, Photos, IM are among the Most Mobile categories. Each

market boasted these content categories among their most heavily driven by

mobile. Mobile is for entertainment, sharing, communicating and other on-

the-go utilities.

Summary: Content Categories


Media


Ranking of Top 10 Digital Media Properties by Market Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015

Google Sites

Facebook

BBC Sites

Microsoft Sites

Amazon Sites

Yahoo Sites

eBay

Mail Online / DailyMail

Sky Sites

Apple Inc.

Google Sites

Facebook

Microsoft Sites

Yahoo Sites

eBay

Bell Media

AOL, Inc.

Mode Media

Wikimedia FoundationSites

Amazon Sites

Google Sites

Yahoo Sites

Facebook

AOL, Inc.

Microsoft Sites

Amazon Sites

Mode Media

CBSInteractive

Apple Inc.

ComcastNBCUniversal

241.6

219.9

154.5

139.5

134.6

136.1

209.6

175.1

176.4

188.5

28.5

25.0

16.3

16.1

16.0

16.1

24.8

17.1

18.4

21.7

46.0

40.6

31.4

28.1

27.3

27.5

40.4

33.2

37.1

37.2

MULTI-PLATFORM MOBILE-ONLY DESKTOP-ONLY UNIQUE VISITORS (MM)


Ranking of 13 Properties Featuring in All Three Top 20s Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015

13 digital media

properties rank

among the Top 20

in all three

markets. Google

Sites is the #1

property across the

board.

USA CANADA UK

GOOGLE SITES

YAHOO SITES

AOL inc.

AMAZON SITES

CBS INTERACTIVE

FACEBOOK

MICROSOFT SITES

MODE MEDIA

APPLE inc.

EBAY

WIKIMEDIA FOUNDATION SITES

LINKEDIN

TWITTER.com


87%

85%

84%

84%

79%

79%

77%

77%

77%

76%

Likes.com

Pandora.com

Myspace

AccuWeather Sites

iHeartRadio Network

Wordpress.com

NFL Internet Group

SoundCloud.com

Groupon

Linkedin

97%

84%

70%

70%

68%

65%

65%

63%

61%

61%

Snapchat, Inc

Samsung Group

Likes.com

Cineplex Sites

EA Games - MediaNetwork

Linkedin

Apple Inc.

Facebook

SheKnows Media

Wordpress.com

98%

90%

87%

79%

79%

78%

78%

77%

77%

77%

Snapchat, Inc

Likes.com

65Twenty

ITV.com

Terra - Telefonica

Buzzfeed.com

Sky Sites

Trinity Mirror Group

Facebook

Mail Online / Daily Mail

*Note: Snapchat fell just outside the Top 100 US properties in March 2015. Were it included, it also would have ranked at

the top of the list in the US.

Ranking of Most Mobile Properties Among Top 100 % of Total Digital Audience visiting via Mobile. Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015

% VISITING VIA MOBILE


Avg. Mobile-Only Audience For Top 100 Digital Properties Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015

Nearly half of the average US and UK Top 100 digital media propertys audience ONLY visits via mobile platforms. In Canada the average is about 1/3rd. This means that digital media companies who do not optimize their experience for

mobile are increasing user friction that could potentially turn away half their audience.

MOBILE ONLY TOTAL AUDIENCE

49% 34%

48%


Average Desktop vs. Total Digital Audience Reach Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015

DESKTOP MULTI-PLATFORM

The average Top 100 property extends its desktop reach by a substantial amount when accounting for incremental mobile

traffic. Multi-platform measurement of audience reach can help publishers deliver a much richer value proposition to

advertisers.

27.5%

15.3%

+12.2pts 26.4%

18.5%

+7.9pts 28.3%

16.1%

+12.2pts


Properties with > 20% Reach among Total Digital Population Source: comScore MMX Multi-Platform, US, Canada, UK, March 2015

TOTAL DIGITAL DESKTOP SMARTPHONE

Multi-platform reporting expands the number of digital media properties with at least 20% reach by 2-4x vs. desktop

alone. The more digital media properties that can establish significant audience reach widens the consideration set of

publishers who can fulfill the needs of advertisers particularly large brand advertisers.

52

14

28

47

23

15

52

17

24

comScore, Inc. Proprietary. 28 * Percentages do not sum to 100% due to audience overlap between platforms (desktop & mobile) and geographies

(US & WW).

AOLs Total Global Digital Audience Source: comScore Custom Analytics, Worldwide, March 2015

Unique Visitors (MM) Percentage of AOLs Total Global Audience*

When accounting for mobile and international traffic, AOL added 256 million unique visitors to its US desktop audience, putting its Total Audience at 396 million globally.

140.0

62.2

48.5

157.8

33.1

50.1

0

50

100

150

200

250

300

350

400

450

US Desktop US Mobile Non-US Desktop Non-US Mobile Total Audience

396.4 MM 100%

75%

49%

35% 28%

TotalDigital

Audience

WWDesktop

WWMobile

USDesktop

USMobile

comScore, Inc. Proprietary. 29 * Percentages do not sum to 100% due to audience overlap between platforms (desktop & mobile) and geographies

(US & WW).

Mashables Total Global Digital Audience Source: comScore Custom Analytics, Worldwide, March 2015

8.9 0.9

12.0

7.9 0.6

10.1

0

5

10

15

20

25

30

35

40

45

US Desktop US Mobile Non-US Desktop Non-US Mobile Total Audience

38.9 MM

Unique Visitors (MM)

100%

66%

47%

36%

25%

TotalDigital

Audience

WWMobile

WWDesktop

USMobile

USDesktop

Percentage of Mashables Total Global Audience*

When accounting for mobile and international traffic, Mashables audience multiplies ~4x from 9 million desktop unique visitors in the US to 39 million globally.


Mobile expands media propertys audiences by a lot. Top media properties

often expand their desktop audience by 30% or more when accounting for

mobile. The wide majority of their audiences now visit via mobile.

Mobile-only audiences are too large to ignore. An average of 30-50% of major

digital media properties now visit only via mobile. And some mobile-first

companies can see 90%+ of their audience be mobile-only.

Global multi-platform reporting sheds light on uncounted audiences. Media

companies using global multi-platform measurement can provide a

complete, unduplicated view of their audience across platforms to

demonstrate the full size and value of their audience to advertisers.

Summary: Media


Summary & Key Findings


Developed internet markets like the US, Canada and UK are now mobile-first

in terms of digital consumer behaviour.

With half or more of digital media time now happening on smartphones and tablets

and many users only accessing content via mobile, the time has come to shift to a

mobile-first mindset. But also important to remember that desktop has not declined.

Millennials are leading the shift to mobile through their high smartphone

penetration and engagement.

More than 9 in 10 Millennials have smartphones and they use them extensively,

spending an average of 50-100% more time on mobile than on desktop today.

Media content is shifting very quickly to mobile, but some is shifting much

more quickly than others.

Content categories like Maps, Weather, Photos and Social are mobile-dominant

today. Many leading and up-and-coming media companies like Facebook, Twitter,

Snapchat and Buzzfeed rely heavily on mobile to drive audiences and engagement.

Key Takeaways

1

2

3

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THANK YOU!

For more information on the report, please contact:

Adam Lella, Senior Marketing Insights Analyst, [email protected]

Andrew Lipsman, VP Marketing & Insights, [email protected]

Ben Martin, Director Global Marketing Insights, [email protected]

For more information about subscribing to MMX Multi-Platform,

please contact us at www.comscore.com/learnmore.

the global mobile report

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