comScore-2018年聚焦全球网络未来报告（英文）-2018.7-46页-3mb

报告摘要

Summary of the Global Digital Future in Focus Report (2018 International Edition)

Core Content

This report provides an overview of the global digital landscape, analyzing audience sizes, demographics, and behaviors across desktop, smartphone, and tablet platforms. It highlights key trends in digital consumption, app usage, and the impact of political and seasonal events on user engagement. The data is sourced from comScore's audience measurement tools, including MMX Multi-Platform, Mobile Matrix, MobiLens® Plus, and Video Matrix.

Main Points

Multi-platform Users Dominate

Multi-platform users (those accessing content via desktop and smartphone/tablet in a month) remain the majority in most markets, with an average of 46% of the total population.
"Mobile only" usage has grown significantly, now averaging 30% across markets, with the highest growth in APAC regions.
In some markets, such as India, mobile-only users have surpassed desktop-only users.

Mobile Usage Trends

Mobile users consume more than 2x the minutes of desktop users in most countries.
Smartphones account for the largest share of digital minutes in every market, with 89% in India and 43% in Canada (where tablets also play a notable role).
Apps account for over 80% of mobile time in most markets, with Latin American countries (Argentina, Brazil, Mexico) showing particularly high app usage.

2017 Platform and Category Changes

Smartphone market share increased in most markets, though not universally. In the US, it decreased slightly, but this was due to overall time growth, not a reduction in smartphone usage.
Amazon gained significant traction in 8 out of 13 markets, showing faster growth than both Google and Facebook, though it started from a lower base.
Digital consolidation is evident, with fewer entities achieving 10% reach in some markets, such as Brazil and Canada.

'Mobile First' Dynamics

While digital time has shifted to mobile, desktop audiences in some markets (e.g., Canada) remain equal or larger in size.
Mobile audiences are often unique rather than duplicated with desktop users, particularly in countries like Mexico, Indonesia, and India.
Category-specific mobile-firstness varies, with some categories (e.g., instant messaging) being almost exclusively mobile, while others (e.g., news/information) show high reach on both platforms.

Content Categories

Three subcategories (Multimedia, Social Networking, and Instant Messaging) account for over a third of global digital time.
Instant messaging is heavily mobile-driven, while social networking (especially Facebook) dominates both desktop and mobile usage.
Retail shows high mobile reach in most markets, with Spain leading at 97.5% of mobile users accessing the category.
News / Information has high mobile reach, with over 80% of users accessing it on mobile, though Canada shows a slight desktop advantage.

Seasonality and Political Events

Digital consumption is seasonal, with notable peaks in categories like retail, banking, and sports.
Political events (e.g., Brexit referendum) had a significant impact on digital engagement, particularly in the News / Information – Politics category.

App Market Insights

Four app categories (Social Media, Entertainment, Instant Messaging, and Gaming) account for over 2/3 of app minutes, with Social Media leading in most markets.
Entertainment saw the highest average growth in app time.
Gaming has the largest long tail, with the top 5 apps contributing only 14.7% of total category minutes.

Key Takeaways

Multi-platform usage remains the norm, but mobile-only usage is rising.
Digital consolidation is occurring, with fewer entities capturing large shares of time, but growth is also evident outside the top.
Mobile-firstness is not uniform across all markets, and desktop audiences still play a significant role in some regions.
Entertainment and video are thriving on mobile, with video minutes growing rapidly on mobile platforms in the US and UK.
Seasonality and political events significantly influence consumption patterns across different categories and regions.