In our recent report, Mobile’s Hierarchy of Needs, we revealed that mobile devices (smartphones and tablets) represent over 60% of digital time in all markets studied, but it was more than 90% in Indonesia. Clearly the extent to which a market can be deemed ‘mobile first’ varies considerably around the globe.
Time is not the only metric, however, with mobile audiences also stacking up differently to their desktop equivalents (although it is important to consider the amount of overlap between these users).
If we compare mobile time and audiences against desktop for the regions included in the report (and add newly-released data from India), we can build a picture of how all the markets stack up.
If we exclude India and Indonesia to zoom in on the clustered markets, we get a better picture of the market dynamics:
This global view clearly highlights significant market differences in platform adoption between markets. The wide contrasts in time and audience scale underlines the need for granular and local measurement for publishers, advertisers and agencies as they plan content and commercial activities in a multi-platform world.
To learn more about how you can succeed in a mobile-first world, please visit our resource page or contact us .
All data source: Comscore MMX Multi-Platform February 2017. Mobile includes smartphone & tablet devices for users aged 18+.
Comscore Media Metrix® Multi-Platform provides an unduplicated view of total audience behavior across desktops, smartphones and tablets.
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