April 5, 2017 - comScore Whitepaper

Mobile’s Hierarchy of Needs

Ben Martin
Director, International Marketing Insights

The concept of ‘mobile first’ is no longer exclusive to technology-focused businesses and consumers, but is the default position for a growing number of internet users, who now consider smartphones and tablets essential to their daily lives. 

In this report, we examine key mobile behaviours that have propelled it to a primary platform, using 9 global markets (USA, Canada, UK, Spain, Italy, Brazil, Mexico, China and Indonesia) to demonstrate pockets of intense usage within a mobile hierarchy of needs.

Key topics covered in this report include:

  • Mobile devices and apps’ dominant share of total digital time
  • How demographics behave differently in mobile consumption and how they divide time and activities between platforms
  • Which aspects of key content categories receive especially ‘mobile first’ behaviours, including Retail, Social Networking, News, Banking and Travel
  • Audiences and engagement for key global apps
  • How international markets have evolved mobile usage based on local needs (e.g. the dominance of messaging apps outside the US)
  • Challenges and opportunities for the continued growth of mobile platforms

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