2016年-数据局_Comscore：2016年美国网络移动社交媒体报告_70页_4mb

2016 U.S. Cross-Platform Future in Focus Summary

Core Content Overview

This report provides an in-depth analysis of digital media and cross-platform trends in the U.S. in 2016, using data from comScore's various measurement tools. It covers usage patterns, audience growth, platform dominance, and the evolving role of mobile in digital consumption.

Key Definitions

• Electronic Sell-Through (EST): Consumers pay for a digital reproduction of content, such as movies or TV shows, either through download or streaming.
• Free on Demand (FOD): Content offered for free or with advertising, typically via broadcast and cable networks.
• Internet Video on Demand (iVOD): Temporary licenses for on-demand viewing, usually for a limited time period.
• Over-the-Top Subscription Video on Demand (OTT SVOD): Streaming content over the internet without ISP involvement.
• Subscription Video on Demand (SVOD): Access to a licensed catalog of content via a fixed, recurring fee.
• Transaction on Demand (TOD): Fee-based temporary licenses for movies or special events.
• Unique Visitor: A person who visits an app or digital media property at least once a month.

Digital Media Trends

• Usage Growth: Digital media usage time has nearly tripled since 2010 and increased by 35% since 2013.
• Mobile Dominance: Mobile now accounts for 65% of digital media time spent, with smartphone apps contributing 56%.
• Audience Reach: 206 digital media properties reached over 20 million unique visitors in 2015, with 7 new properties hitting the 100 million threshold.
• Top Properties: Google Sites remained the top digital property, followed by Facebook, Yahoo, and YouTube.
• Platform Shift: Traditional print publishers like The Washington Post and Dow Jones & Company saw significant audience growth through mobile.
• Content Categories: Most categories now get a majority of their traffic from mobile, with transactional and informational categories showing the largest shifts.

Mobile Trends

• Smartphone Penetration: Reaches 79% of the U.S. mobile phone market, with growth slowing as the market nears saturation.
• Age Segments: Millennials have the highest smartphone penetration (>90%), while the 55+ segment shows slower growth.
• Device Preferences: Large-screen smartphones overtook small-screen models in popularity in 2015, and tablet ownership has plateaued.
• Top Mobile Apps: Facebook, Facebook Messenger, YouTube, Google Maps, and Google Search dominate mobile usage.
• iPhone Upgrades: iPhone 6 and 6 Plus models gained significant traction, surpassing older models in ownership.

Social Media Trends

• Engagement: Social networking accounts for 1 in 5 minutes of internet time spent, with mobile apps driving the majority of usage.
• Platform Penetration: Facebook leads in audience size and engagement, while Snapchat and Instagram skew younger.
• Demographics: Millennials are more engaged with social media, particularly with visually-focused platforms.
• LinkedIn Growth: Penetration among Millennials increased from 14% to 48%, and 25-34 year-olds now have the highest engagement.

TV & Cross-Platform Trends

• TV Viewing: Total TV viewing time (Live TV and DVR) decreased by 2% year-over-year, but overall content consumption has increased.
• cVOD Growth: Subscription-based content (e.g., HBO, Showtime) is growing in popularity, while TOD is declining.
• Digital Reach: Digital platforms are increasingly reaching audiences, with some digital properties matching or surpassing traditional broadcasters in primetime.
• YouTube Leadership: YouTube's time spent grew significantly, especially on mobile, making it a key platform for video content.
• Cross-Platform Planning: Combining digital and TV ads can achieve high reach, with mobile ads showing better effectiveness, particularly at the bottom of the funnel.

Advertising Insights

• Display Ad Market: The top online display advertisers delivered hundreds of billions of impressions, but the market is highly fragmented.
• Mobile Advertising Effectiveness: Mobile ads showed greater point lifts in brand metrics compared to desktop ads, with lifts up to 2.5x greater in some cases.

Summary of Key Findings

• Mobile is the dominant platform for digital media consumption, with significant growth and a shift in audience behavior.
• Traditional publishers are leveraging mobile to capture younger demographics.
• The U.S. market is seeing a convergence of digital and traditional media, with digital platforms gaining substantial reach and engagement.
• Mobile ads are proving to be more effective than desktop ads, especially for brand metrics.
• The digital landscape is evolving rapidly, with new platforms and content categories emerging and reshaping consumer habits.