The Mobile Future

According to the comScore 2013 Mobile Future in Focus report, Smartphones and tablets are ushering in a new era of multi-platform media, with consumers becoming increasingly agnostic about how, when and where they engage with content. 2012 was another milestone year in the life of mobile as continued innovation in hardware, software and device functionality lays the groundwork for the future of the industry.

The annual report examines the U.S. mobile and connected device landscape in 2012, highlighting trends that have shaped mobile media consumption and shifted market dynamics across mobile networks, platforms, and OEMs.

Top 25 Digital Properties

Rank

Property

Total Digital Population (000)

PC (000)

Mobile (000)

% Incremental Audience Via Mobile

1

Google Sites

223,445

193,757

113,650

15%

2

Yahoo! Sites

206,830

185,847

92,218

11%

3

Facebook.com

185,335

150,294

97,739

23%

4

Microsoft Sites

178,737

170,947

55,190

5%

5

Amazon Sites

159,630

128,227

80,476

24%

6

AOL, Inc.

140,252

117,628

62,360

19%

7

Glam Media

128,317

110,555

50,428

16%

8

Ask Network

121,833

104,148

47,972

17%

9

Apple Inc.

108,580

83,722

51,548

30%

10

Turner Digital

104,897

85,666

44,675

22%

11

CBS Interactive

104,415

87,121

42,135

20%

12

Wikimedia Foundation Sites

103,644

85,883

41,700

21%

13

eBay

95,498

77,725

39,489

23%

14

Demand Media

89,208

74,924

33,406

19%

15

Comcast NBCUniversal

88,586

71,091

37,300

25%

16

Viacom Digital

80,614

71,695

22,312

12%

17

Federated Media Publishing

78,680

64,639

30,105

22%

18

The Weather Channel

69,749

48,928

34,877

43%

19

Wal-Mart

66,208

52,203

26,734

27%

20

Pandora.com

65,838

25,863

52,595

155%

21

Answers.com Sites

64,931

49,171

28,006

32%

22

Gannett Sites

63,573

48,228

27,523

32%

23

ESPN

61,505

38,660

34,616

59%

24

VEVO

59,790

56,793

5,504

5%

25

Twitter.com

59,323

40,659

29,629

46%

Source: comScore Media Metrix, December2012

 

 

 

 

 

 

Mark Donovan, comScore SVP for Mobile, says “... 2012 was a watershed year for mobile, with smartphones surpassing 50% penetration and tablets continuing to gain traction...  marketers and media companies are challenged to confront this emerging multi-platform paradigm... “ The ensuing report presents a clear view of today’s digital landscape, and the rapidly expanding usage of mobile devices, critical to success in the year ahead.

Key insights from the 2013 Mobile Future in Focus include:

  • With smartphones surpassing 125 million U.S. consumers and tablets now owned by more than 50 million, we have crossed into the Brave New Digital World, says the report, a new paradigm of digital media fragmentation in which consumers are always connected. One out of every three minutes online is now spent on devices beyond the PC
  • 2012 was a milestone year for the U.S. smartphone market as it finally surpassed 50% market penetration and now enters the “late majority” stage of the technology adoption curve. The number of smartphone subscribers has increased 29% from a year ago and 99% from two years ago. 72% of all newly-acquired devices are now smartphones
  • Google’s Android OS, adopted by multiple OEMs, and Apple’s iOS, carried exclusively on iPhones, have come to dominate the U.S. smartphone landscape with nearly 90% of the market today. This market share dominance, reinforced by the two platforms’ well-developed app ecosystems, makes it even more difficult for the competing platforms to narrow the gap
  • Apple continues to gain ground as the leading smartphone OEM, but Samsung has seen the most explosive growth in this market over the past two years with a year-over-year increase of more than 100% and a two-year increase of more than 400%. Apple maintains a healthy lead over Samsung, but the gap has been steadily narrowing

Top OEMs by Share of Total Mobile Market and Smartphone Market

Total Mobile

Smartphone

Manufacturer

Share

Manufacturer

Share

Samsung

27.1%

Apple

36.3%

Apple

19.5%

Samsung

21.0%

LG

17.3%

HTC

10.2%

Motorola

10.0%

Motorola

9.1%

HTC

5.6%

LG

7.1%

Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012

Consumers have demonstrated a clear preference for engaging with content on smartphones via apps, which account for 4 out of every 5 mobile minutes, rather than the mobile web.

  • The dynamics of mobile media consumption are proving different from the traditional web. With the scarcity of app real estate on the smartphone home-screen, consumers are spending more time concentrated on the apps of major media brands rather than with the long tail of brands. Facebook finished the year as the top U.S. smartphone app, followed by five different Google apps, as major media brands dominated the top of the rankings
  • Many U.S. consumers have come to rely on their smartphones to assist with their in-store shopping, arming them with information in the palm of their hands to ensure they are getting the right product at the best available price. This “showrooming,” behavior is putting significant price pressure on brick-and-mortar retailers as they are forced to compete with e-commerce retailers within the confines of their own stores. With the pricing power so clearly in the hands of the consumer today, the retail industry is rapidly being disrupted as e-commerce grows at 4 times the rate of traditional retail while accounting for 1 out of every 10 retail dollars
  • The improved availability of high-speed Internet access has significantly enhanced the average user’s media consumption experience, contributing to a rapid uptick in mobile media consumption. Default Wi-Fi accessibility for smartphones and tablets has not only off-loaded bandwidth from networks, but has also contributed to a better in-home browsing experience for users

For more information from comScore, including complimentary access to the complete PDF file with charts and graphs, please visit here

 

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