2018聚焦全球数字化未来报告（英文版）.pptx

comScore, Inc. Proprietary. 1,Global Digital Future in Focus,2018 International Edition, comScore, Inc. Proprietary. 2,Introduction,comScore productsMMX Multi-Platform offers comprehensive reporting on more than 300,000 digital media entities, including their un-duplicated audience size, demographic composition, engagement, performance within key user segments and behavioural trends. All of these metrics can be compared across digital media platforms and can be used to understand incremental activity coming from each platform.,Mobile Metrix captures total mobile audience behaviour on browsers and apps across smartphones and tablets. With Mobile Metrix, publishers can demonstrate the value of their mobile audiences, while agencies and advertisers can strategically plan and buy digital advertising on mobile platforms to achieve their campaign objectives.,MobiLens Plus matches quantitative observed behaviours with self-reported survey responses, connecting data about consumers mobile content consumption with purchase- intents, interests and device satisfaction.,Video Metrix provides objective insights with the most accurate and comprehensive measurement of global online video activity.,This report provides a snapshot of the global digital landscape, using audience sizes, demographics and behaviours across all digital platforms (desktop, smartphone and tablet) to identify universal trends and unique characteristics of international markets.,All data comes from the comScore audience measurement tools referenced across the page.,For more information on this report or comScore products, contact: worldpresscomscore, comScore, Inc. Proprietary. 3,The State of Global Digital,A look at 13 global digital markets, examining key audience and consumption indicators across desktop, smartphone and tablet devices,100%90%80%70%60%50%40%30%20%10%0%,USA,Canada,France,Germany,Italy,Spain,UK,Argentina,Brazil,Mexico,India,Indonesia,Malaysia,Multi-platformers remain a majority in most markets% of Total Digital Audience by Platform (Desktop only, Multi-platform, Mobile only),Multi-platform users (those who access online content via desktop and smartphone/ tablet in a month) remain the majority overall, with anaverage across markets of 46% of the total population.Mobile only usage now averages just above desktop only consumption with a cross-market average of 30%, driven heavily by large share in APAC markets, versus 24% for desktop only.,Source: comScore MMX Multi-Platform, Dec 2017 comScore, Inc. Proprietary. 4,Mobile users consume more than 2x minutes vs. desktop usersAverage Minutes per User by Platform,When looking at each regions desktop users and mobile users separately, mobile users universally consume more digital minutes per person more than double in the majority of countries.,Argentina continues to deliver the largest number of mobile minutes per user, while Canada has the highest level of per-user desktop consumption.,0,Source: comScore MMX Multi-Platform, Dec 2017 comScore, Inc. Proprietary. 5,1,000,2,000,3,000,4,000,5,000,6,000,7,000,USA,Canada,France,Germany,Italy,Spain,UK,Argentina,Brazil,Mexico,India,Indonesia,Malaysia,Desktop,Mobile,Argentina has largest disparity between platform average minutesDifference in Average Mobile vs. Average Desktop Mins Per User,Source: comScore MMX Multi-Platform, Dec 2017 comScore, Inc. Proprietary. 6,Smartphone takes largest share of global digital minutesShare of Total Digital Minutes by Platform (Desktop / Smartphone / Tablet),Smartphone is now the dominant platform in terms of total minutes across every market.This is most pronounced in India (89% of total minutes), and least noticeable in Canada where, thanks additionally to the largest share of tablet minutes (15%) seen in any of the markets shown, smartphone represents 43% of time, to desktops 42%.,100%90%80%70%60%50%40%30%20%10%0%,USA,Canada,France,Germany,Italy,Spain,UK,Argentina,Brazil,Mexico,India,Indonesia,Malaysia,Source: comScore MMX Multi-Platform / Mobile Metrix, Dec 2017 comScore, Inc. Proprietary. 7,Apps Account for Over 80% of Mobile TimeShare of Total Mobile Minutes by Browser / App,When considering mobile (smartphone and tablet) minutes in isolation, they are overwhelmingly dominated by app consumption over 80% of all mobile time in the markets considered for this report.,Levels appear marginally higher in Latin America, with Argentina, Brazil and Mexico all falling within the top 5 of the markets shown here.,88%,Source: comScore Mobile Metrix, Dec 2017 comScore, Inc. Proprietary. 8,85%,89%,90%,88%,88%,83%,95%,91%,94%,89%,89%,92%,0%,20%,40%,60%,80%,100%,USACanada France GermanyItaly SpainUKArgentinaBrazil Mexico India Indonesia Malaysia,Mobile Browser,Mobile App, comScore, Inc. Proprietary. 9,What changed in 2017?,How did adoption and usage of platforms, categories and apps change over the course of 2017, and what might this mean for digital markets in 2018?,Platforms market share continued to evolveShare of Total Digital Minutes by Platform (US),We showed earlier in this report that smartphone is the primary platform in all markets, but it is also worth noting that even in mature markets such as the US, this platform continues to squeeze share away from desktop and tablet.,As well see on the next slide, the past year has seen this effect to a different degree between markets.,0%,20%10%,30%,40%,50%,60%,70%,80%,90%,100%,2016,Source: comScore MMX Multi-Platform / Mobile Metrix, Dec 2017 comScore, Inc. Proprietary. 10,JFMAMJJASONDJFMAMJJASOND2017,TABLET,11.5%,8.8%,Smartphone share did not show a universally positive trendSmartphone Share of Total Digital Mins (Dec. 2016 vs. Dec. 2017),It is worth noting that the pattern exhibited by the US on the previous slide is not common to all markets.,Indeed, of the 8 markets for which comparable 2016 data is available, Smartphone share decreased in half of them. This fact should not be taken in isolation however, as it does not imply that smartphone minutes decreased (rather that overall time grew, and faster on other platforms).,100%90%80%70%60%50%40%30%20%10%0%,Source: comScore MMX Multi-Platform / Mobile Metrix, Dec 2017 comScore, Inc. Proprietary. 11,USA,Canada,Italy,Spain,UK,Brazil,Mexico,Indonesia,December 2016,December 2017,Size of mobile only audience grew almost universallyPercentage Points Change in Reach of Mobile Only Audience (Dec. 2016 Dec. 2017),Mobile only audiences are now second only to multi- platform users in the majority of markets, and appear to be increasing their reach among the overall population in many markets.,Even a relatively short period of 12 months has seen dramatic points change in the percentage of users who no longer feature desktop in their roster of digital devices over the course of a month.,4.6,*India data only available from Feb 2017. Comparison for India is Feb 2017 vs. Dec 2017,Source: comScore MMX Multi-Platform, Dec 2017 comScore, Inc. Proprietary. 12,4.8,-1.8,1.5,5.2,-0.7,7.2,9.1,9.0,6.3,-0.6,1.9,-4,-2,0,2,4,6,8,10,USACanada France GermanyItaly SpainArgentinaBrazil Mexico India* Indonesia Malaysia,Video growth was led by, but not exclusive to, mobile devicesTotal Video Minutes for Top 100 Video Properties (US),Data from the US gives an indication of the growth of online video across all digital platforms, but most notably on mobile, which grew 3x as quickly as desktop over the past 12 months.,Video content providers and advertisers will be encouraged by growth on all platforms, but will be reminded that overlaps between these platforms have significant impact on net reach and frequency.,Jan,Source: comScore Video Metrix Multi-Platform, Dec 2017 comScore, Inc. Proprietary. 13,Feb,Mar,Apr,May,Jun,Jul,Aug,Sep,Oct,Nov,Dec,Desktop,Mobile,+10%,+28%,Snapchat breaks into the top 5 apps in two major marketsTop 5 Apps by Reach,Google and Facebook continue to enjoy dominance of top 5 app charts around the globe, but Snapchat is a notable new entry in the rankings for two of the largest digital economies.It now ranks in 5th position by reach, up significantly versus the same point 12 months previously, when it was 9th in the US and 16th in the UK.,Source: comScore Mobile Metrix, Dec 2017 comScore, Inc. Proprietary. 14,Number of sites / apps reaching 1 in 10 people (mostly) increasedCount of Entities with 10% Reach (Dec. 2016 vs. Dec. 2017),The theme of digital consolidation has emerged recently, which many suggest will impact the mid- to-long tail.,More than half of markets demonstrated a positive year-on-year change to the number of properties achieving more than 10% reach, and in the cases of the biggest declines (Brazil and Canada), we will see on the next slide that this does not necessarily indicate top- heaviness in that market.,180160140120100806040200,USA,Canada,France,Germany,Italy,Spain,UK,Argentina,Brazil,Mexico,India*,Indonesia,Malaysia,Dec 2016,Dec 2017growth decline,+2%,*India data only available from Feb 2017. Comparison for India is Feb 2017 vs. Dec 2017,Source: comScore MMX Multi-Platform, Dec 2017 comScore, Inc. Proprietary. 15,+38%,+22%,+30%,+3%,+14%,+3%+55%,-12%,-1%,-11%,-5%,-43%,Encouraging growth for non-duopoly propertiesTotal Minutes for Top 100 Properties (exc. Google Sites & Facebook) vs. Jan 2017,The previous slide showed two regions, Brazil and Canada, with considerably fewer entities achieving 10% reach than a year previously.,Another way of examining top-heaviness of a market is to compare the performance of the top 100 properties, excluding the duopoly of Facebook and Google. In both markets, these sites saw increases in consumption times ahead of the overall market.,80%,90%,100%,110%,120%,Jan,Feb,Mar,Apr,May,Jun,Jul,Aug,Sep,Oct,Nov,Dec,80%,90%,100%,110%,120%,Brazil,Source: comScore MMX Multi-Platform, Dec 2017 comScore, Inc. Proprietary. 16,Canada,Total Internet,+17%,+2%,+4%,-3%Total InternetJanFebMarAprMayJunJulAugSepOctNovDec,As many predicted, Amazon gained significant ground% Change in Total Digital Population (Dec. 2016 vs. Dec. 2017),A final note on digitals much-cited duopoly many predicted that Amazon would gain ground in 2017.,In 8 out of 13 markets, Amazon saw proportionally faster growth than both, although it must of course be noted that this was often from a lower base. Only one market (Brazil) saw a decline in Amazons total digital population.,0-20,*India data only available from Feb 2017. Comparison for India is Feb 2017 vs. Dec 2017,Source: comScore MMX Multi-Platform, Dec 2017 comScore, Inc. Proprietary. 17,4020,8060,120100,140,India*,Argentina,Spain,Mexico,Indonesia,Malaysia,France,Germany,UK,Italy,USA,Canada,Brazil,Google Sites,Facebook,Amazon Sites, comScore, Inc. Proprietary. 18,Mobile First Revisited,Digital time has shifted heavily to mobile platforms, but some markets retain desktop audiences that are equal or larger in size. Are there other ways in which we can define the concept of mobile first markets, categories and brands?,Some desktop audiences remain equivalent or larger than mobile,Mobile Unique Visitors as a % of Desktop Unique Visitors,While time has shifted to mobile devices in all markets, the 13 examined in this report divide into two almost evenly-sized groups in terms of their per- platform audiences.,Disregarding overlap, there are 7 markets with more mobile users than desktop, but still 6 in which the overall desktop audience remains equal or larger.,397%,249%,132%,127%,116%,114%,106%,100%,90%90%,81%,68%,48%,0%,100%,200%,300%,400%,India,Indonesia,Mexico,Spain,Brazil,Italy,Malaysia,UK,USA,Argentina,Canada,Germany,France,Markets where the mobile audience is equal to or smaller than the desktop audience,Markets which have a mobile audience larger than its desktop audience truly mobile first,Source: comScore MMX Multi-Platform, Dec 2017 comScore, Inc. Proprietary. 19,Are mobile audiences duplicated or unique?Mobile-Firstness of Markets Total Digital Populations,Of the markets with larger mobile audiences, there is another almost even divide on the relative overlap of mobile users with desktop.,The data would suggest that in Mexico, Indonesia and India specifically, mobile has created new digital audiences to a greater extent than in the other markets with larger mobile audiences.,Mobile Only % of Mobile,Smaller but largely exclusive mobile audience,Large, mainly exclusive mobile audience,Large mobile audience, but heavily overlapped with desktop,Smaller mobile audience,USA,CANADA,UK,SPAIN,ITALY,ARGENTINA,FRANCE,INDIA,GERMANY,MEXICO,INDONESIA,MALAYSIA,BRAZIL,20%,0%,0%,50%,100%,150%,200%,250%,300%,350%,400%,Mobile Audience as % of Desktop,Source: comScore MMX Multi-Platform, Dec 2017 comScore, Inc. Proprietary. 20,40%heavily overlapped,60%,80%,100%,Site-level audiences reinforce the need for granular understandingMobile-Firstness of Top 100 Properties (Mexico),Applying the same filters to the top 100 properties (by reach) in a market such as Mexico, shows how mobile firstness can be more dramatic at an individual property-level there are many brands that audiences visit almost exclusively on mobile platforms, despite accessing others via desktop (as shown on the previous slide, where around half of mobile users are active on desktop also).,Mobile Only % of Mobile,Smaller but largely exclusive mobile audience,Large, mainly exclusive mobile audience,Large mobile audience, but heavily overlapped with desktop,20%Smaller mobile audience, heavily overlapped,40%,60%,80%,100%,0%,0%,50%,100%,150%,200%,250%,300%,350%,400%,Mobile Audience as % of Desktop,Source: comScore MMX Multi-Platform, Dec 2017 comScore, Inc. Proprietary. 21, comScore, Inc. Proprietary. 22,Category Focus,How have overall digital consumption patterns influenced content categories? Where are users spending time, increasing consumption and how are they balancing usage based on the best available device for the job?,Three subcategories capturing over a third of digital timeShare of Total Digital Minutes,In some markets, three subcategories capture more than half of all digital time.,Multimedia (which includes several large video streaming services) and social networking drive the largest share in most markets.,