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报告摘要

comScore’s State of Digital Summary (August 8, 2017)

Core Content Overview

comScore’s report highlights key trends in digital media, social platforms, TV and OTT, advertising, and digital commerce in 2017. It emphasizes the shifting landscape of media consumption and the growing importance of mobile and digital advertising.

Main Points and Key Insights

Digital Media

Mobile Dominance: Mobile (smartphone + tablet) accounts for 2/3 of all time spent online and has doubled time spent online over the past 3 years.
App Usage: Apps dominate smartphone usage, accounting for 7 out of every 8 online minutes.
Top Digital Properties: Google, Facebook, and Yahoo remain the top digital media properties with over 200 million monthly visitors.
Age-Specific Trends:
- 18-24: YouTube, Facebook, Snapchat, FB Messenger, Instagram
- 25-34: Facebook, YouTube, FB Messenger, Instagram, Google Maps
- 35-54: Facebook, YouTube, FB Messenger, Google Search, Google Maps
- 55+: Facebook, Google Search, FB Messenger, YouTube, Google Maps
Fast-Growing Apps: Apps that enhance real-world behaviors, such as Waze, Uber, Wish, Letgo, Venmo, are experiencing significant growth.

Social & Video Platforms

Social Media and Video Viewing: Together, they account for over a third of all internet time.
Younger Audiences: Snapchat, Instagram, and Tumblr attract a younger demographic compared to Facebook.
YouTube Mobile Growth: Over 70% of YouTube viewing occurs on smartphones and tablets.
OTT and IoT: The modern living room is filled with connected devices, including significant innovation in OTT and IoT.

TV & OTT

Millennials and Gen Xers: Spend more time on digital media than watching live TV.
OTT Adoption: Over 57% of U.S. Wi-Fi households use OTT devices.
Cordless Households: 1/3 of OTT audiences are "cordless" (do not subscribe to pay-TV), with half being "streaming only."
Streaming Devices: Roku is the most popular streaming box/stick, but Amazon, Google, and Apple are also major players.
OTT Market Growth: The four major OTT services account for 80% of OTT viewing time.
Skinny Bundles: Gaining traction, with 3.3M U.S. households using them. These households watch 5.1 hours of content daily, and 88% use a streaming stick/box.

Advertising

Digital Advertising Growth: Digital advertising became the #1 media category in 2016, with mobile driving 77% Y/Y growth and now accounting for over half of all digital ad spend.
Ad Fraud: Nearly half of digital ad impressions are not viewable or delivered to humans, indicating significant fraud.
Invalid Traffic: Invalid traffic levels are stable for display ads, but rising for video ads, especially high-CPM ones.
Mobile Effectiveness: Mobile ads perform better in branding metrics than desktop ads, particularly at the bottom of the funnel.
Call for Transparency: The report criticizes the media supply chain as murky, fraudulent, and antiquated, urging for better measurement and industry standards.

Digital Commerce

Digital Commerce Growth: In Q2 2017, digital commerce accounted for over 1 in every 6 discretionary dollars spent by consumers.
Retail Commerce: Reached $103.1 billion in Q2 2017, remaining over the $1 billion threshold.
m-Commerce Growth: m-Commerce now accounts for 22% of total digital commerce dollars.
Top Categories: Apparel & Accessories, Computer Hardware, and Consumer Packaged Goods were the top categories by dollars spent.

Key Takeaways

Mobile is dominant and its growth is slowing, indicating a maturation phase.
Cross-platform ecosystems are emerging, with consumers accessing content across multiple devices.
Advertising needs to return to basics with more transparency and third-party measurement to restore trust.
OTT and digital commerce are growing rapidly, reshaping traditional media and retail models.
Social and video platforms are key drivers of online engagement, especially among younger demographics.

Summary of Key Themes for 2017

The Maturation of Mobile: Mobile usage is now stable, with a need for better measurement and standards.
A Cross-Platform Ecosystem Emerges: Consumers are using multiple devices, requiring a media-agnostic approach.
Advertising Gets Back to the Basics: Trust in digital advertising is declining due to fraud, necessitating more advanced and transparent metrics.