2017全球移动报告_54页-14mb

The Global Mobile Report Summary

Core Content

The Global Mobile Report by comScore provides a comprehensive analysis of mobile trends and consumer behaviors across multiple markets. It highlights how mobile devices are becoming the primary platform for digital consumption, with specific insights into app usage, content categories, and demographic patterns.

Main Findings

• Mobile Dominance: Mobile accounts for over 50% of all digital minutes in 13 markets, and 75%+ in Mexico, India, and Indonesia. It has established a primary position globally.
• Mobile Only Audiences: Over 25% of global users are now mobile-only, with India leading at 70% of users using only mobile.
• App vs. Mobile Web: Apps account for more than 80% of mobile time in all markets, indicating a strong preference for refined user experience and functionality.
• Gender Differences: Females are more likely to be mobile-only internet users compared to males.
• Content Categories: Social networking, instant messaging, and entertainment dominate mobile usage, especially in LATAM (Latin America) and APAC (Asia-Pacific) regions.
• Top Apps: The top 30 apps account for over 40% of all mobile minutes, with social and instant messaging apps contributing the largest share of app time.
• User Behavior: Over 95% of app time is spent within the top 10 apps for individual users, highlighting high concentration of usage.
• Market Variability: While mobile usage is widespread, the proportion of mobile vs. desktop usage varies by region, with LATAM showing a stronger mobile-first trend.
• M-commerce: Mobile banking and retail have achieved relative parity with desktop, and mobile shoppers are more comfortable with mobile finance.
• Growth in Categories: Despite a flattening overall app time, some categories have tripled their audiences in the last year.
• Market Maturity: The mobile marketplace is showing signs of maturity, with app usage plateauing in many markets and new app downloads stagnating.

Key Insights

• Social and Messaging Apps: These apps are the most dominant, with Facebook leading in most markets, though Instagram surpasses Facebook in Indonesia.
• Mobile Only Growth: The mobile-only segment is growing across all markets, with Brazil and Spain showing notable increases.
• Demographics: Younger users are more likely to download new apps, while older users tend to delete apps more frequently.
• Regional Trends: LATAM (Brazil, Argentina, Mexico) and APAC (India, Indonesia) are heavily mobile markets, with Uber having the highest reach in Brazil and Mexico.
• App Concentration: Gaming has the largest number of apps, but social and instant messaging dominate minutes spent.
• Home Screen Usage: Apps that are essential are more likely to be found on home screens, indicating user preference and habit formation.
• M-commerce Potential: Trust and UX are key to unlocking growth in transactional categories, as mobile users are more comfortable with mobile transactions.

Conclusion

The Global Mobile Report underscores the maturing mobile marketplace, where usage is concentrated, and social and entertainment apps drive the majority of mobile time. It identifies key opportunities for publishers, advertisers, and digital businesses to focus on mobile-first content and app ecosystems to capitalize on the growing mobile-only audience and increased transactional comfort. The report also highlights the importance of understanding regional nuances and demographic behaviors to optimize mobile strategies effectively.