comScore-2017年美国跨平台报告（英文）-73页-3mb

Summary of the 2017 U.S. Cross-Platform Future in Focus Report

Core Content

The report highlights the evolving landscape of digital media consumption in the U.S., focusing on the impact of mobile devices and the shift in audience behavior across platforms. It utilizes data from comScore's various measurement tools to provide insights into trends in digital media, mobile usage, social media, video platforms, TV viewing, and advertising.

Main Points

Digital Media Trends

• Total Digital Media Usage: Increased by 40% since 2013, driven primarily by mobile, especially smartphones.
• Mobile's Role: Mobile now accounts for 69% of digital media time spent, with smartphone apps alone contributing 50%.
• Audience Growth: The Top 1000 digital media properties saw an average audience of 16.8 million unique visitors per month in 2016, up 38% from 2013.
• Mobile-Only Users: About 12.5% of U.S. internet users are mobile-only, with the highest skew among 18-24 year-old women.

Mobile Usage

• Smartphone Penetration: Reached 81% in 2016, with growth slowing as it moves into the 'late majority' stage.
• Millennials: Already near saturation with smartphone use, while the 55+ age group still has room for growth.
• OS Market Share: Android and iOS dominate, with Apple holding the largest market share at 43% among OEMs.
• Device Trends: Large-screen smartphones now outnumber small-screen devices by 4x, while tablet usage has declined.

Social & Video Platforms

• Social Media: Accounts for 20% of total internet time spent, with 70% of this consumption happening on mobile apps.
• Snapchat: Leads in engagement among Millennials, with significant adoption among 18-24 year-olds and growing among older Millennials.
• YouTube: Shifted heavily to mobile, with 70% of viewing time on smartphones and tablets. Mobile viewing is more frequent but shorter in duration.
• Mobile Video: Dominates overall video views, with 3x more views on mobile than on desktop.

TV & Cross-Platform

• Live TV Dominance: Live TV still accounts for the majority of viewing time, while time-shifted viewing (via DVR) is increasing, especially for primetime content.
• OTT Adoption: About 33% of OTT audiences are 'cordless' and do not subscribe to pay-TV, with 50% of these being 'streaming only' households.
• OTT vs Live TV: In households that use both, live TV dominates with more than 5 hours of viewing for every 1 hour spent on OTT.
• Connected Devices: Streaming boxes and sticks (like Roku) are the most popular devices for accessing OTT content, followed by smart TVs and gaming consoles.

Advertising & E-Commerce

• Advertising Measurement: comScore's validated Campaign Essentials (vCE®) and Brand Survey Lift (BSL™) provide insights into ad effectiveness and brand performance.
• E-Commerce: Online retail spending data is used to track consumer behavior and its relationship with digital media and advertising.

Key Takeaways

• Mobile is the dominant platform for digital media consumption, surpassing desktop and driving most of the growth.
• Social media and video platforms are leading online activities, with mobile being the primary access point.
• Digital media audiences are growing, but the number of new large-scale properties is stabilizing.
• Smartphone usage is maturing, with Android and iOS dominating the market and large-screen devices gaining popularity.
• OTT services are becoming more common, but they are primarily used as a supplement to traditional TV rather than a replacement.
• Younger demographics (especially Millennials) are more engaged with digital media and mobile-based platforms, while older users still favor traditional TV formats.

Conclusion

The 2017 U.S. Cross-Platform Future in Focus report underscores the significant shift in media consumption towards mobile and digital platforms, with social media and video leading the way. While OTT is growing, it remains a supplementary option to traditional TV. The report provides valuable data for understanding audience behavior and the evolving media landscape.