2017年8月17日

Which Global Content Categories are ‘Mobile First’?

Ben Martin
Director, International Marketing Insights

Mobile devices account for around 7 of every 10 digital minutes in the 14 markets analysed, but smartphone and tablet share within particular content categories exhibits variances that advertisers and content owners can benefit from understanding.

Mobile share of total digital minutes (with cross-market average)

An analysis of 14 global markets (shown in order of their bars above: Argentina, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Mexico, Malaysia, Spain, UK and USA) demonstrates the aggregate levels of ‘mobile firstness’ among selected content categories, as well as the significant and non-uniform variance between markets.
 
 Key findings include:

  • Instant Messaging and Social lean the most toward mobile, as users across markets consistently rely on portable devices for always-on communication media.
  • Gaming has a natural home on mobile platforms. As well as accounting for a significant share of mobile minutes overall, more than 8 out of 10 minutes in this category occur via mobile devices.
  • Transactional categories exhibit significant variance between markets, with retail, travel and banking highlighting how comfort with transaction security on mobile, coupled with varying quality of user experience on these devices is potentially hampering growth in these categories in some regions.

Cross-market analysis of audiences offers useful benchmarks for how category audiences are migrating to mobile around the world. These data lead to insights for understanding what’s motivating ‘mobile first’ behaviours and the potential factors driving these changes.


查看更多

跨屏

相关产品

    MMX Multi-Platform

    comScore MMX® Multi-Platform产品,在业界率先推出涵盖PC、智能手机和平板电脑的数字消费行为的综合测量,并考察竞争对手情况、提供人口特征和交叉访问信息。
    更多详情

    Mobile Metrix

    comScore Mobile Metrix® 可捕获移动受众在智能手机和平板电脑上的浏览器及页面浏览及访问APP的行为。利用 Mobile Metrix,媒体可以展示其移动受众的价值,同时代理商和广告商则可制定战略性规划,有效采购移动广告,从而实现其广告活动的目标。
    更多详情