Todays Mobile Mainstream

WebContent 2011 : Chicago June 6-7

Mark Donovan, SVP + Senior Analyst

mdonovan@comscore.com WC2011 in Subject

15 Years Ago . . .
. . . My Phone Made Me Look Like I Was on Star Trek

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Today . . .
. . . My Phone Augments My Reality Always With Me Can See Can Hear Can Pay

Always
Connected

Knows
Where I am

Monitors my Social Graph

Accesses my Media

Make, Consume, Share Content

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comScore

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comScore is a Global Leader in Measuring the Digital World

NASDAQ Clients Employees SCOR 1,800+ worldwide 900+

Headquarters
Global Coverage Local Presence

Reston, VA, USA

170+ countries under measurement; 43 markets reported 30+ locations in 21 countries

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comScores 360 View of Mobile

Consumer Panels and Survey

Network Analytics

Site/App Metrics

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comScore History of Leadership and Innovation

To Unify

census + panel measurement

To provide

behavioral ad effectiveness

To meter

mobile user behavior

To provide census level

mobile behavior

1
7

st

To measure the

search market

To measure

video streaming

mobile advertising tracking To deliver a worldwide Internet audience measurement To build and project from 2 million+ longitudinal panel To monitor and report e-commerce data
To offer competitive
Global Shaper Company 2010
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Mobile Media is Mainstream

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Mobile Media Users are Nearing a Majority in the US

US Mobile Market Q1 2011

Just Voice, 27.1%

Mobile Media, 45.7%

SMS (and not mobile media), 27.2%

107 Million Monthly Mobile Media Users +24% YoY

Mobile Media User = Used browser, application, native email, stream or download music Product: MobiLens and broadcast or on demand video (does not include SMS)
Data: Three month average ending March 2011
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Country: US, N= 30,817

Mobile Browser/App Users Growing Every Month

Half will Be Using Browser and Apps by End of year
45% 43% 41% 39% 37% 35% 33%

43%

41%
39% 36% 34%

31%
29% 27% 25%

Product: MobiLens Data: Three month average ending March 2011

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Country: US, N= 30,817

Devices Change the Game

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Top 10 Devices United States by Installed Base

Product: MobiLens Data: Three month average ending March 2011

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Country: US, N= 30,817

Touch Will Become Dominant Mobile UI

Are you thinking about touch for your content?
US Mobile Media Users
60% % Mobile Media User 50% 40% 30% 20% 10% 0%

56% 44%

Non-Touchscreen Device Owner

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Touchscreen Device Owner

Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817

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Nearly One in Three own a Smartphone

US Smartphone Owners Oct09 to Apr11
80,000 70,000

60,000

50,000

40,000

30,000

75 million smartphone owners

20,000

10,000

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MobiLens, US, Oct 2009 to Apr 2011

Googles Android, Apples iPhone Surge

Smartphone OS Growth 30,000 Mobile Owners (000) 25,000 20,000 15,000 10,000 56%
450%

422%

Mar-2010

Mar-2011

YoY Growth

400% 350% 300% 250% 200% 150% 100%

% Year-on-Year Growth

5,000
0

1% -20% -19%

19%

50% 0% -50%

Google

RIM

Apple Microsoft Palm Symbian

Product: MobiLens Data: Three month average ending March 2011

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Country: US, N= 30,817

Intense Platform Competition

US Smartphone Platform Share, April 2011

Platforms and platform technology impact what you can and cant do.

iOS 26%

RIM 26%

Android 36%

Microsoft 7% HP/Palm 3% Symbian 2%

Product: MobiLens

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US, April 2011

Social and Contextual Content in the Lead

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Double-Digit Growth in All Major Categories

Top 10 Mobile Categories - Year-on-Year Growth
80,000 70,000 60,000 Unique User (000) 50,000 40,000 30,000 20,000 10.0% 10,000 0 5.0% 0.0%

45.7% 40.2% 30.7% 32.1% 38.1%

50.0%

43.3% 31.5% 24.8% 16.9%

45.0%

33.4%

40.0%
35.0% 30.0% 25.0% 20.0% 15.0% %YoY-Growth

Mar-10

Mar-11

Year-on-Year Growth
Product: MobiLens Data: Three month average ending March 2011

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Country: US, N= 30,817

Nearly Daily Users Growing Faster than Total Audience

Growth in 10 Largest News & Information Categories, Jan'10-Jan'11, US
News and information
Weather
29%
41% 35% 41% 35% 33% 37% 32% 32% 28% 27% 32% 31% 0% 20% 40% 60%
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50% 71% 63% 49% 48% 48% 48%

Search
Maps

Almost Everyday Ever in Month

News
Sports information

Entertainment news
Movie information

Financial news or stock quotes

Tech news

80%
Product:, MobiLens Data: Three month averages ending January 2010 and January 2011 Country: US

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Mobile Social Media Booming in US

Social Media fastest growing

category in US
Almost daily users of mobile
35,000 30,000 Unique Users 25,000 20,000 15,000 10,000 5,000 0

MobiLens: US Social Media

social media +80% YoY in US

Almost every day

Conversational Media in Mobile

Metrix has 69% reach
36% minutes, 48% PVs Nearly all is Facebook with 83%

At least once each week Once to three times throughout the month

of category minutes and 77% of PVs

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Location and Context is Key in Mobile

Location Based Services
30.0% 25.0% 20.0% % Market 27.8% 40.2% 23.3% 32.1% 27.5% 28.4% 11.0% 43.3% 40.4% 19.3% 50.0% 45.0% 40.0% % YoY-Growth 35.0% 29.2%30.0% 25.0% 20.0%

15.0%
10.0% 5.0% 0.0% Weather Search Maps

12.0%

8.9%
5.0%

15.0% 10.0% 5.0% 0.0%

Movie Restaurant Traffic Information Information Reports Year-on-Year Growth

Product: MobiLens

Travel Service

Mar-10

Mar-11

Data: Three month average ending March 2011

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Country: US, N= 30,817

Mobile Provides Incremental Reach

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Unified Digital Measurement (UDM) Establishes Platform For Panel + Census Data Integration
Global PERSON Measurement Global MACHINE Measurement

PANEL

PAGE TAGS

Unified Digital Measurement (UDM)

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V0910

UDM clientsOver 320,000 Domains Currently Tagging with comScore. On a monthly basis the list of domains increase by 5%.
A brief representation of domains that are currently tagging with comScore

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Mobile-Only is 40% of Pandoras Audience

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Newspapers Seeing Incremental Mobile Reach

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Advertising Comes to Mobile

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Frequency and Awareness of Mobile Ads on the Rise

Frequency of Recalling Seeing a Web/App Ad
100% 90% 80% % Recall Seeing a Web/App Ad 70% 60% 50% 40% 30% 20% 10% 0% Aug-10 Mar-11
Product: MobiLens Data: Three month average ending March 2011
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47%

43%

Once to three times throughout the month At least once each week

28%

30%
Almost every day

25%

28%

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Country: US, N= 30,817

Mobile Advertising Developing Broad Appeal

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Mobile Ads Connect with Hard to Reach Segments

65+ 55-64

3%
5% 12%

45-54
35-44 25-34 18-24 13-17 0% 7%

19%
30% 24%

10% 20% 30% % Recall Seeing a Web/App Ad

Product: MobiLens Data: Three month average ending March 2011
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40%

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Country: US, N= 30,817

Advertising Monetizes Mobile

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Mobile Social Networking Attracts a Younger User Base

60%
55% 50% % Female

Demographic Profile Mobile Owners by Application Genre

Weather Social Networking Photo or Video Sharing Service IM Maps Personal Email Bank Accounts News Search

45%
40% 35%

30%
25% 20% 28.0
Size of bubbles = % of the market Higher on chart = More female Further to right = Older

Sports Information

30.0

32.0

34.0 Median Age

Product: MobiLens

36.0

38.0

Data: Three month average ending December 2010

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Country: US, N= 32,311

Elder Adults Show Interest in Mobile Media

T

Mobile Media Usage - Teens vs Elder Adults

60%

55% 50%

50% 40% 30% 20% 10% 0%

YoY +1.4%

% Age Group

YoY +44.6%

19%

15%

March 2010
Teenagers (13 - 19 yrs)
Mobile Media User = Used browser, application, native email, stream or download music and broadcast or on demand video (does not include SMS)
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March 2011
Elder Adults (55+ yrs)
Product: MobiLens Data: Three month average ending March 2011

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Country: US, N= 30,817

Whats Next?

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Connected Devices are the New Frontier

Smartphones and Connected Devices US April 2011 Android 28% RIM 19%

iOS 44%

Microsoft 5% Others 4%

Product: MobiLens
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Data: Three month average ending April 2011

iPad Owners Arent Just Apple Fanboys

% of Smartphone Users Mobile Phone Manufacturer Apple RIM Samsung LG Motorola Nokia 100.0% 25.5% 27.1% 8.6% 4.1% 11.1% 2.2%

Index of iPad to % of iPad Users Smartphone Owners* 100.0% 29.0% 17.2% 13.6% 13.5% 7.8% 3.3% 100 114 64 159 328 70 145

*Index = % of iPad Owners/% of Smartphone Owners x 100; Index of 100 indicates average representation

Product: MobiLens Data: Three month average ending March 2011

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Country: US, N= 30,817

To Sum
Mobile is here today

An audience of 107M use mobile media every month.

Connected Devicessmartphones, tablets, et alare bringing a
fundamental change in the way humans interact with technology.

Were being augmented in persistent and personal ways.

Understanding trends and demographics is important for targeting
an audience.

But real innovation happens by thinking about the context and

unique possibility of mobile not just porting content to a smaller screen.

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Thank You! Questions?

For Slides email mdonovan@comscore.com and put WC2011 in Subject Line

Tag your sites: direct.comscore.com Find out how we can help: learnmore@comscore.com

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