2017美国跨平台报告（英文）_73页-3mb

2017 U.S. Cross-Platform Future in Focus Summary

Core Content Overview

This report provides an in-depth analysis of cross-platform media consumption in the U.S., focusing on digital, mobile, social, and video platforms, as well as TV and OTT viewing habits. It highlights the shift in user behavior from desktop to mobile, the growth of social media and video-on-demand (VOD) platforms, and the evolving role of OTT services in the media landscape.

Key Trends and Insights

Digital Media Growth

• Total Digital Media Usage: Increased by 40% since 2013, driven by mobile, especially smartphones.
• Mobile's Role: Mobile accounts for 69% of digital media time spent, with smartphone apps alone accounting for half of all digital time spent.
• Audience Expansion: The Top 1000 digital media properties saw an average increase of 38% in unique visitors from 2013 to 2016, with mobile being the main driver.
• Audience Maturity: The number of large-scale digital media properties has flattened, suggesting the market is maturing.
• Top Digital Properties: Google Sites, Facebook, and Yahoo Sites remain the top digital media properties with over 200 MM unique visitors.

Mobile Usage

• Smartphone Penetration: Surpassed 80% in 2016, with growth slowing as the market approaches saturation.
• Age Segmentation: Millennials are near saturation with smartphone adoption, while the 55+ age group has the most potential for growth.
• Platform Share: Android holds the largest market share for smartphone operating systems, followed closely by iOS.
• Device Size Shift: Large-screen smartphones now outnumber small-screen devices by 4x, while tablet ownership has declined.

Social & Video Platforms

• Social Media Dominance: Social media accounts for 1 out of 5 minutes of online time, with 70% of usage happening on mobile apps.
• Platform Preferences:
  • Facebook: Leads in both audience size and engagement, especially among the 35+ demographic.
  • Snapchat: Skews heavily toward younger users (18-34), with high engagement per visitor among Millennials.
  • Instagram and Tumblr: Follow Snapchat in terms of engagement but have lower penetration among Millennials.
• YouTube: Mobile viewing now accounts for 70% of YouTube's total time spent, with 3x more video views on mobile due to frequent short-form content consumption.

TV & Cross-Platform Viewing

• Live TV Dominance: Still accounts for the majority of TV viewing time, though time-shifted viewing (via DVR) is increasing, especially for primetime content.
• OTT Growth: 1/3 of OTT audiences are 'cordless' and do not subscribe to pay-TV, with half being 'streaming only' households.
• Combined Viewing: Households that use both live TV and OTT still watch more than 5 hours of live TV for every hour of OTT content.
• Primetime Hours: Evening hours (especially 9 PM) are the peak for all types of TV viewing, with DVR showing the highest concentration.
• Connected Home Devices: Streaming boxes and sticks (like Roku) are the most popular for accessing OTT content, followed by gaming consoles and smart TVs.

Advertising & E-Commerce

• Advertising Measurement: comScore validated Campaign Essentials™ (vCE®) and Brand Survey Lift™ (BSL™) are used to track advertising effectiveness across platforms.
• E-Commerce Growth: Online retail spending data from comScore e-Commerce Measurement™ shows the integration of digital and mobile platforms in consumer behavior.

Key Takeaways

• Mobile has become the dominant platform for digital media consumption, surpassing desktop in usage.
• Social media and video platforms are increasingly shaping user engagement and content consumption patterns.
• The shift to mobile is redefining the media landscape, with a growing number of users relying solely on mobile for internet access.
• OTT services are becoming more mainstream, but they still supplement rather than replace traditional TV viewing.
• The market for smartphone and connected home devices is maturing, with a clear dominance by a few major players.