ComScore-2020年全球移动互联网发展报告（英文）-2020.11-44页_1018kb

Global State of Mobile Summary

Core Content

The Global State of Mobile report presents an overview of mobile usage trends and their evolution in the context of the COVID-19 pandemic. It highlights the increasing role of mobile in digital consumption, particularly in video, ordering, and payments, and discusses the future implications of privacy regulations on mobile advertising and measurement.

Main Trends

• Mobile Usage Growth: Globally, time spent on mobile continues to rise, with apps driving the majority of mobile minutes. Social and collaboration apps have seen sustained growth due to pandemic restrictions.
• Video Consumption: Mobile video consumption has grown significantly, remaining comparable to OTT (Over-The-Top) video. Users aged 25-54 dominate mobile video usage, accounting for nearly two-thirds of total mobile minutes.
• Mobile Ordering: The U.S. saw a shift in food and grocery ordering, with a decline in overall reach but an increase in unique visitors to delivery-based apps. Retailer-based food apps rebounded after April 2020, and online food ordering skews younger for iOS users.
• Mobile Payments: The share of digital retail spending done on mobile has increased to 31%. Mobile buyers are making more frequent purchases, and there's a growing preference for mobile apps/web over QR Codes and Tap to Pay methods. Android leads in unique visitors for mobile wallets, while Apple leads in awareness.
• Privacy Impact: The future of mobile is shaped by increasing privacy regulations (e.g., CCPA, GDPR, LGPD, COPPA), which require more detailed data disclosures and enhanced data management systems. This has led to a shift in how mobile advertising and measurement are conducted, with an emphasis on contextual targeting and direct publisher partnerships.

Key Insights

• App Penetration: Mobile-only apps are gaining traction, especially in areas like health and wellness, fitness, and symptom tracking, which are linked to the pandemic response.
• Demographic Shifts: Younger users are more likely to use delivery-based food apps, while iOS users show higher engagement in online food ordering compared to Android users.
• Market Adaptation: The U.S. and Latin America have seen increased mobile transaction shares, with Asia Pacific continuing to grow. Mobile wallet usage has become more prevalent, but the rise in privacy regulations is affecting data availability and measurement accuracy.
• Privacy Evolution: Companies are focusing more on consumer privacy choices, reducing default tracking signals, and raising expectations about transparency. This has led to the need for alternative measurement methods such as panels, contextual targeting, and probabilistic conversion tracking.

U.S. Deep Dive Highlights

Mobile Video Consumption

• Mobile video usage is comparable to OTT, with a steady increase in total minutes spent.
• The 25-54 age group is the primary consumer of mobile video.
• Social media platforms have seen a significant increase in time spent due to the pandemic.

Mobile Ordering

• Delivery-based apps gained more unique visitors in 2020.
• Retailer-based apps rebounded after the peak of the pandemic in April 2020.
• iOS users are more likely to order food online than Android users, but there is still room for growth in mobile ordering.

Mobile Payments

• Mobile retail commerce accounts for 31% of total digital retail spending.
• Average purchase frequency on mobile has increased, with users preferring apps over QR codes.
• Android leads in unique visitors for mobile wallets, but Apple leads in wallet awareness.
• North America and Latin America are catching up in mobile transaction shares, while Asia Pacific continues to grow.

Future of Privacy and Mobile

• Regulatory Changes: Stricter data regulations are making it harder to track individual behaviors, affecting mobile advertising and measurement.
• Measurement Challenges: Data availability is inconsistent, and easy identifiers are becoming less effective.
• Adaptation Strategies: The report outlines several paths forward, including:
  • Modeled Identity Resolution: Using probabilistic methods to track conversions.
  • Contextual Targeting: Focusing on brand-safe environments.
  • Direct Publisher Partnerships: Building trust and transparency with publishers.
  • Demonstrating Data Benefits: Showing how data sharing benefits consumers.

Conclusion

The mobile landscape in 2020 was marked by significant shifts due to the pandemic, with changes in usage patterns, app adoption, and payment behaviors. As privacy regulations evolve, the industry is adapting through new measurement techniques and strategies that prioritize consumer trust and data transparency. The U.S. and global markets are showing resilience and growth, but the future of mobile will require a more nuanced approach to data and advertising.