2017全球移动报告（英文版）_52页_14mb

Global Mobile Report Summary

Core Content

The Global Mobile Report by comScore provides an in-depth analysis of mobile trends and user behaviors across 14 major markets, including Argentina, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Malaysia, Mexico, Spain, UK, and USA. The report highlights the growing dominance of mobile in digital consumption and outlines key insights into app usage, mobile-only audiences, and the shift in digital behavior across different demographics and regions.

Main Findings

1. Mobile Dominates Digital Consumption

• Mobile accounts for over 50% of all digital minutes in 13 markets, and over 75% in Mexico, India, and Indonesia.
• Argentina leads the world in per-person mobile minutes, with Latin American markets showing the highest average mobile usage.
• More than 1/4 of global users are mobile-only, meaning they do not use desktop or other platforms.
• In India, 70% of users use only mobile, while in Germany, France, and USA, over 70% of users are active on mobile during the month.

2. App Usage Outpaces Mobile Web

• Apps account for over 80% of mobile minutes in all markets.
• Social networking and instant messaging apps dominate app usage, with Facebook and Instagram leading in most markets.
• In Indonesia, Instagram surpasses Facebook in reach, while in India, Facebook Lite significantly boosts mobile minutes due to its lightweight nature.
• Gaming is a major driver of mobile time, particularly in North America and Western Europe, where it accounts for more minutes per user than instant messaging in some cases.

3. Mobile-Only Usage Trends

• Mobile-only usage is growing across all markets, with Brazil and Spain showing notable increases.
• Mobile-only users are more likely to spend a larger share of their time on mobile than multi-platform users, which intensifies the platform’s overall share in the market.
• Despite high mobile minutes, younger and older demographics are less likely to abandon desktop entirely.

4. Gender Differences in Mobile-Only Usage

• Females are more likely to be mobile-only internet users than males in most markets.
• India is the only market where males are more likely to be mobile-only.

5. App Usage Concentration

• The top 30 apps account for over 40% of all mobile minutes, with Indonesia and Mexico reaching 60%.
• Over 95% of app time is spent in the top 10 apps for individual users, often those found on the home screen.
• Gaming has the largest number of apps, but social and messaging apps dominate in terms of minutes spent.

6. M-Commerce and Mobile Transactions

• Mobile banking and retail have reached relative parity with desktop in terms of usage.
• Fewer than 40% of mobile users make purchases on mobile in a month.
• Mobile users are more likely to engage in financial activities than desktop users, indicating growing comfort with mobile transactions.

7. Market Maturity and App Growth

• App share of digital minutes has plateaued in most markets, with Spain showing growth.
• Only a minority of users download new apps regularly, and older users (over 35) are less likely to download and more likely to delete apps.
• Mobile app usage is highly concentrated, making it challenging for new apps to gain traction.

8. Regional Variations in Mobile Behavior

• LATAM (Latin America) is leading in ride-sharing usage, with Uber having the highest reach in Brazil and Mexico.
• APAC (Asia-Pacific) regions show strong support for two major ride-sharing players.
• Social media usage varies significantly by region, with Facebook and Instagram being dominant in most, but WeChat taking the lead in China.

Key Insights

• Mobile has become the primary platform for digital consumption in most markets.
• App usage is highly concentrated, with a few dominant apps driving most of the time.
• Mobile-only audiences are growing, especially in emerging markets.
• Trust and user experience are critical for the success of transactional apps.
• Demographics and gender play a role in mobile usage patterns, with females more likely to be mobile-only.
• M-commerce is gaining traction, with mobile users showing greater comfort with financial activities.

Data Sources

The report uses data from comScore's MMX Multi-Platform, Mobile Matrix, and MobiLens surveys. It includes custom analytics derived from these data streams and survey-based insights from 1,033 smartphone users in July 2017, with comparisons to August 2016 and August 2015 surveys.

Conclusion

The Global Mobile Report underscores the maturity of the mobile marketplace, with a clear shift toward mobile-first behaviors. As app usage becomes more concentrated, and mobile-only audiences expand, the focus is shifting toward user experience, trust, and strategic app development to drive growth and engagement.