2017美国跨平台报告（英文版）_71页_3mb

报告摘要

Summary of Document Content

Core Content Overview

The document provides an in-depth analysis of the U.S. digital media and entertainment landscape in 2016, focusing on cross-platform usage, mobile trends, social and video platforms, TV consumption, and advertising effectiveness. It highlights the significant shift in user behavior and market dynamics across various media types and platforms.

Main Points

Multi-Platform Usage

Smartphone Usage Growth: Smartphone usage has doubled in the past three years and drove all of the growth in digital media time spent since 2014.
Mobile Dominance: Mobile now accounts for 69% of digital media time spent, with smartphone apps alone contributing 50%.
Mobile-Only Users: Nearly one in eight U.S. internet users are mobile-only, with 18-24 year-old women showing the highest skew.
Digital Media Audiences: The Top 1000 digital media properties saw an 16.8 million average monthly visitors, up 38% since 2013, driven entirely by mobile growth.

Digital Media Trends

News Consumption Surge: The U.S. presidential election significantly boosted digital news consumption, with The New York Times, Washington Post, CNN, and Fox News seeing substantial growth.
Top Digital Properties: Google Sites, Facebook, and Yahoo Sites remain the top digital media properties, with 200+ MM visitors.
App Growth: Fast-growing apps like Waze, Uber, Lyft, Tinder, and Fitbit focus on enhancing real-world behaviors, while Venmo and Bitmoji offer digital convenience and self-expression.

Mobile Market

Smartphone Penetration: Reached 81% in 2016, with Millennials nearing saturation and older users still having room for growth.
OS Market Share: Android and iOS dominate, with Apple leading as the largest OEM at 43%.
Screen Size Shift: Large screen smartphones now outnumber small screen devices by 4x, while tablet growth has slowed.

Social & Video Platforms

Social Media & Video Viewing: Together, they account for over a third of all internet time spent.
Mobile as Primary Access: 70% of social media consumption occurs on mobile apps, with smartphones driving 60% of social media time spent.
Millennials Engagement: Facebook leads in audience size and penetration, while Snapchat and Instagram have the highest engagement per visitor.
YouTube Mobile Growth: 70% of YouTube viewing occurs on mobile and tablets, with 3x more video views on mobile overall due to frequent short-form content.

TV & Cross-Platform

Live TV Still Dominates: It accounts for the majority of TV viewing time, though DVR and OTT are growing.
Time-Shifted Viewing: Dramas and original programming see the most time-shifted viewing, while News and Sports remain heavily live.
OTT Adoption: 1/3 of OTT households are "cordless" and do not subscribe to pay-TV, with half being "streaming only."
Streaming Devices: Roku leads in streaming box/stick penetration, but Amazon, Google, and Apple are also major players.
Netflix Leadership: Netflix leads in both household penetration and viewing engagement among major OTT services.

Advertising Insights

Viewability Issues: Nearly 50% of desktop ad impressions are not viewable or delivered to non-human entities.
Invalid Traffic (IVT): A meaningful portion of ad impressions are delivered to bots and other invalid traffic sources, which can't be effectively viewed by humans.

Key Takeaways

Mobile is now the dominant platform for digital media consumption, with 69% of total time spent.
Smartphones are the key drivers of digital media growth, and their market share is nearing saturation in younger demographics.
Social media and video platforms are the most popular online activities, with mobile being the primary access point.
YouTube and Netflix are leading in their respective categories, with YouTube's mobile growth and Netflix's OTT dominance.
The OTT market is growing but still serves as a supplement to traditional TV, not a replacement.
Advertising effectiveness is a concern due to non-viewable impressions and invalid traffic, highlighting the need for better targeting and measurement.