Global Mobile Trends Report: Mobile Dominates Digital Consumption

The Global Mobile Report
comScore’s cross-market comparison of
mobile trends and behaviours

© comScore, Inc. Proprietary. 2
Introduction
Earlier in 2017, our Mobile’s Hierarchy of
Needs report highlighted some key
consumer behaviours on mobile devices that
align with the human needs established in
Maslow’s famous paper.
With the addition of new markets, this report
expands on those findings to provide a global
snapshot of the mobile ecosystem. In The
Global Mobile Report, comScore mobile and
multi-platform data to highlight
demographics, content categories and brands
that are shaping the digital landscape.
We examine audiences that are driving ‘mobile
only’ digital consumption, which categories are
more ‘mobile first’, and the state of global app
consumption, identifying actionable sweetspots for
publishers, advertisers and digital businesses.
Ben Martin | Director, Global Marketing Insights | bmartin@comscore.com

Global Mobile
Overview

v
90%
86%
75% 73% 73% 73% 71%
67% 65%
62% 61% 59% 57%
0%
20%
40%
60%
80%
100%
Indonesia India Mexico Brazil Argentina Malaysia Spain China USA Italy UK Canada Germany
Mobile has established primary position around the globe
Mobile accounts for over half of all digital minutes in 13 markets, and over 75% in Mexico,
India and Indonesia
Source: comScore Mobile Metrix, May 2017
Mobile Percentage of Total Digital Minutes

v
2,510
2,844
2,854
3,248
3,542
3,565
3,573
3,722
3,858
3,927
4,022
4,419
4,489
5,653
0 1,000 2,000 3,000 4,000 5,000 6,000
China
India
Italy
Germany
Mexico
Spain
Malaysia
Indonesia
UK
Canada
France
USA
Brazil
Argentina
Argentina leads the world in per-person mobile minutes
Latin American markets top the world in terms of average mobile minutes per visitor
Mobile Average Minutes per Visitor

v
2,508
2,636
2,557
2,891
3,355
3,248
3,509
3,584
3,380
3,607
3,497
4,075
4,080
5,344
0 1,000 2,000 3,000 4,000 5,000 6,000
China
India
Italy
Germany
Mexico
Spain
Malaysia
Indonesia
UK
Canada
France
USA
Brazil
Argentina
App time is universally a larger contributor than mobile web
The refined user experience and functionality of apps has led to their dominance of mobile time
App Average Minutes per Visitor
Mobile Average Minutes per Visitor App Average Minutes per Visitor

v
Apps drive dominant share of mobile time in all markets
More than 80% of mobile minutes in all markets are spent on apps
Share of Mobile Minutes for Apps / Mobile Web
App Minutes Mobile Web Minutes
94%
Argentina
93%
Malaysia
92%
Mexico
89%
Brazil
89%
Germany
88%
India
88%
Spain
87%
Indonesia
87%
USA
87%
Italy
87%
France
86%
Canada
80%
UK

Mobile Only
Audiences

More than ¼ of global users measured are now mobile only
In all but 3 markets, 70%+ of users are active on mobile during the month. In India 70% use ONLY mobile
Source: comScore MMX Multi-Platform, May 2017
Germany France UK Canada USA ChinaArgentina
4%
Mobile Only
Malaysia Italy Brazil Spain Mexico Indonesia
Mobile Only Multi-Platform Desktop Only
India
6%
Mobile Only
8%
Mobile Only
8%
Mobile Only
12%
Mobile Only
15%
Mobile Only
22%
Mobile Only
22%
Mobile Only
26%
Mobile Only
29%
Mobile Only
32%
Mobile Only
37%
Mobile Only
67%
Mobile Only
70%
Mobile Only
% of Total Digital Population

‘Mobile only’ share of total digital audience is growing
Brazil and Spain increased an already high share of mobile only users, but all markets saw this segment grow
Mobile Only % of Total Digital Audience (May 2016 to May 2017)
+5
Mobile
Only
+7
Mobile
Only
+2
Mobile
Only
United StatesSpain Brazil
May 2016 May 2017
+1
Mobile
Only
United Kingdom

90%
86%
75%
73% 73% 73% 71%
67% 65%
62% 61% 59%
57%
67%
70%
37%
29%
15%
22%
32%
22%
12%
26%
8% 8% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Indonesia India Mexico Brazil Argentina Malaysia Spain China USA Italy UK Canada Germany
Mobile only usage correlates strongly with mobile time
Even as a minority, larger mobile only audiences intensify the overall share of the platform in their market
% of audience which is mobile only% of minutes which are mobile
Mobile Only Audiences vs. Mobile’s Percentage of Total Digital Minutes

0%
20%
40%
60%
80%
18–24* 25–34 35–44 45+
Mobile only usage not restricted to demographic extremes
Despite high mobile minutes, younger and older demographics are less likely to abandon desktop altogether
Source: comScore MMX Multi-Platform, May 2017 | *Ages 15–24 in Brazil, China, India, Italy, Malaysia, Spain & UK
Mobile Only % by Age Demographic
25%
28%
26% 24%
Average
Bars shown in order: Brazil, Canada, China, France, India, Italy, Malaysia, Spain, UK, USA

Females are more likely to be mobile only internet users
India was the only market where male users were more likely to be mobile only
Mobile Only % by Gender
Females Males
19%
31%
9%
26%
7%
4%
60%
79%
28%
23%
49%
35%
9%
14%
0%10%20%30%40%50%60%70%80%
15%
27%
8%
19%
6%
4%
76%
70%
23%
22%
37%
29%
7%
11%
0% 10% 20% 30% 40% 50% 60% 70% 80%
USA
UK
Spain
Mexico
Malaysia
Italy
Indonesia
India
Germany
France
China
Canada
Brazil
Argentina

Certain content categories are driven by mobile only usage
On-the-go categories like communications and weather most likely to skew toward mobile only
Average Mobile Only % of Total Digital Audience Across 14 Markets
80%
Instant Messenger
64%
Job Search
67%
Personals
72%
Weather
74%
Incentives
62%
Telecommunications
58%
Beauty/Fashion/Style
59%
Gay/Lesbian
59%
Coupons
60%
Lifestyles – Food

‘Mobile first’ categories and human need states
Highlighted in a 2017 comScore study, mobile first behaviours can be aligned with human needs
SELF-ACTUALISATION | Travel
ESTEEM | Newspapers, Social networking
LOVE / BELONGING | Personals, Instant Messaging
SAFETY | Banking, Weather, Career services
PHYSIOLOGICAL | Health, Weather, Apparel, Retail - food, Real estate
Download Mobile’s Hierarchy of Needs for more information

Mobile Category
Dynamics

31%
More than ¼ of mobile minutes on socially-driven functions
Social networking and instant messengers are consistently among the most popular mobile behaviours
Social NetworkingOther Instant Messaging
Argentina Indonesia Malaysia Mexico France GermanyBrazil
44%
Italy India Spain Canada China UK USA
40% 40% 38% 37% 33%
21%30% 25% 26% 25% 24% 23%

Services
SocialMedia
Entertainment
Games
News/Information
Retail
Portals
Search/Navigation
Directories/Resources
Lifestyles
Technology
Sports
Health
Business/Finance
Travel
Gambling
Telecommunications
CareerServices
andDevelopment
RealEstate
Family&Youth
Automotive
Reference
BusinesstoBusiness
Education
Government
0
10,000
20,000
30,000
40,000
50,000
Overall mobile share is driven by highly mobile categories
Services (including instant messaging), entertainment and social drive up overall share of mobile minutes
Desktop minutesMobile minutes
UK Total Minutes (MM) by Category / Platform

The longer tail of categories still relies heavily on desktop
Beyond categories delivering large absolute volumes of mobile minutes, desktop share is often over 50%
Desktop minutesMobile minutes
Share of UK Total Minutes (MM) by Category / Platform
72% 79% 54% 81% 78% 50% 41% 60% 63% 68% 65% 60% 82% 43% 42% 58% 76% 57% 55% 31% 29% 39% 25% 8% 21%
28% 21% 46% 19% 22% 50% 59% 40% 37% 32% 35% 40% 18% 57% 58% 42% 24% 43% 45% 69% 71% 61% 75% 92% 79%
Services
SocialMedia
Entertainment
Games
News/Information
Retail
Portals
Search/Navigation
Directories/Resources
Lifestyles
Technology
Sports
Health
Business/Finance
Travel
Gambling
Telecommunications
CareerServices
andDevelopment
RealEstate
Family&Youth
Automotive
Reference
BusinesstoBusiness
Education
Government
0%
20%
40%
60%
80%
100%

Cross-market averages identify ‘mobile first’ categories
Mobile takes a large share of overall digital minutes, but category nuances are important to understand
Mobile % of Total Digital Minutes (with average for all markets)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Social Networking Retail News/Information Travel Apparel Banking Real Estate Portals
78%
Average
59%
33%
60%
38%
40%
44%
48%
Bars shown in alphabetical order: Argentina, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Malaysia, Mexico, Spain, UK, USA

0%
50%
100%
150%
200%
250%
300%
350%
400%
450%
500%
News/Information Apparel Social Networking Travel Banking Real Estate Retail
Some category audiences are also surpassing desktop
In a number of major categories, mobile audiences are now larger on average than their
desktop counterparts
Mobile Audience as % of Desktop Audience (with average for all markets)
170%
Average
153% 153%
143% 133%
128% 123%

0
200
400
600
800
1,000
1,200
1,400
1,600
Social Networking Instant Messengers Entertainment Games Retail News/Information
191
Social / leisure categories draw most mobile time per user
On a per-user basis, users spend more time on communication and entertainment than
practical uses
Average Mobile Minutes Per User (with average for all markets) Average
129
483
600
624
816

Games flourish in North America and Western Europe
In several markets, gaming accounts for more minutes per user than even the instant
messaging category
Average Minutes Per User
Social MediaGames Instant Messaging
0
500
1,000
1,500
2,000
2,500
3,000
Argentina Brazil Canada China France Germany India Indonesia Italy Malaysia Mexico Spain UK USA
USAUK
Canada
France Germany

M-commerce
and mobile
transactions

Mobile banking / retail reach achieves relative parity with desktop
Mobile adoption for the banking and retail categories now almost mirrors desktop equivalents
Category Reach by Platform
Banking Retail
0%20%40%60%80%100% 0% 20% 40% 60% 80% 100%
USA
UK
Spain
Mexico
Malaysia
Italy
Indonesia
India
Germany
France
China
Canada
Brazil
Argentina
Mobile Desktop

Global retail time has generally shifted to mobile devices
More than half of time in the retail category has shifted to mobile in most markets, but are
they converting?
Share of Retail Minutes by Platform
Mobile Minutes Desktop Minutes
42%
Argentina
60%
Brazil
51%
Canada
86%
China
47%
France
87%
India
36%
Germany
91%
Indonesia
52%
Italy
50%
Malaysia
63%
Mexico
63%
Spain
50%
UK
58%
USA

39%
Fewer than 4 out of 10 mobile users purchase in a month
Under half of all mobile users in three major markets are making all mobile retail transactions
Source: comScore MobiLens, May 2017 (3 month average) for USA / UK, June 2017 for Canada
% Making a Retail Purchase on Mobile in a Month
30% 38%
USA Canada UK

23%
66%
50% 52%
12%
39%
27% 27%
0%
10%
20%
30%
40%
50%
60%
70%
Stock
Trading
Bank
Account
Credit Card
Account
e-payment
Mobile shoppers show greater comfort with mobile finance
Retail purchasing is indicative of comfort, with mobile shoppers often 2x more likely to perform
finance activities
All Mobile Shoppers
% Performing Mobile Financial Actions in a Month
54%
47%
53%
57%
9%
48%
32%
27%
Stock
Trading
Bank
Account
Credit Card
Account
e-payment
11%
68%
34%
56%
7%
38%
19%
28%
Stock
Trading
Bank
Account
Credit Card
Account
e-payment
USA Canada UK

Large international retailers share market leadership
These 6 retailers dominate the #1 spot in the Retail category across all 14 markets studied
Source: comScore Mobile Metrix, May 2017 | India combines Amazon Mobile and Amazon India Apps. B2W is a a result of the merger
between Americanas.com and Submarino.com.
% Mobile Reach for largest Retail entity by country
0
20
40
60
80
USA Spain UK France Italy India Canada Germany Mexico Argentina Brazil Indonesia Malaysia China
Amazon eBay Mercado Libre B2W Lazada Alibaba
Footnote

Mobile App
Usage

12
15 14
12
10
13 14
17
6
9 9 10
8 7
20
16
16
17
18
15 13
9
16
13 12 11
11
11
USA
Canada
France
UK
India
Indonesia
Malaysia
China
Argentina
Germany
Brazil
Spain
Mexico
Italy
0
5
10
15
20
25
30
35
App reach still dominated by a small number of apps
Only US / Canada have over 30 apps reaching more than 10%, and none have more than 20 with 20%+ reach
>20% reach10-20% reach
Number of Apps Within Reach Brackets

Reliance on top 30 for mobile minutes is consistent globally
The top 30 apps in all markets generate over 40% of all mobile minutes, and around 60% in
Indonesia and Mexico
Top 30 Apps’ Share of Total Mobile Minutes
USA
46%
Canada
46%
France
43%
UK
51%
India
61%
Malaysia
60%
Indonesia
47%
China
56%
Argentina
48%
Germany
51%
Brazil
46%
Spain
58%
Mexico
41%
Italy
49%

48% 49%
53%
77% 77%
80%
88% 87% 89%
96% 96% 97%
Individual users spend over 95% of time in their top 10 apps
Almost half of all mobile time is spent inside users’ most used app, and nearly all of it within their top 10
Source: comScore Mobile Metrix (Custom), U.S., Age 18+, June 2017
Concentration of Time Spent by Individual Users for App Rank
Age 18-34 Age 35-54 Age 55+
Top 3Top 1 Top 10Top 5

0%
10%
20%
30%
40%
50%
The most significant number of apps are games…
In almost every market, the category with the largest number of apps is gaming
% of Total Apps
News/InformationGames Instant MessagingSocial Networking Sports Entertainment Retail Other

0%
10%
20%
30%
40%
50%
…but app minutes are dominated by social and IM
Despite a smaller number of apps, these two categories share a disproportionately large number of minutes
% of Total App Minutes
News/InformationGames Instant MessagingSocial Networking Sports Entertainment Retail Other

0
20
40
60
80
100
USA Canada Argentina Mexico Brazil UK Spain France Germany Italy India Indonesia Malaysia China
Adoption almost binary for Instant Messaging Apps
Despite a relatively small number of apps, markets generally have one established category leader
% Reach of 3 Major Instant Messaging Apps
Facebook Messenger WhatsApp Messenger WeChat

0
20
40
60
80
100
USA Canada Argentina Mexico Brazil UK Spain France Germany Italy India Indonesia Malaysia China
Adoption almost binary for Instant Messaging Apps
Despite a relatively small number of apps, markets generally have one established category leader
% Reach of 3 Major Instant Messaging Apps
WhatsApp sees its lowest reach (in an
active market) in North America, failing to
displace Facebook Messenger
France and UK are the only EMEA
markets where Facebook Messenger
has higher reach than WhatsApp
WeChat dominates in China, but
faces more international
competition in Malaysia

Winners Take All: Top News Apps Dominate Category Minutes
The dominance of top apps is especially noteworthy in Brazil, Indonesia, Mexico and the UK
Share of Total News App Minutes for Top 3 Apps
Argentina Brazil Canada China France IndiaGermany
Avg.
60%
Avg.
84%
Avg.
41%
Avg.
67%
Avg.
50%
Avg.
53%
Avg.
42%
Indonesia Italy Mexico Spain UK USA
Avg.
88%
Avg.
56%
Avg.
83%
Avg.
43%
Avg.
82%
Avg.
40%
Number 1 Number 2 Number 3

0%
2%
4%
6%
8%
10%
12%
14%
16%
Brazil Mexico USA India Indonesia UK Malaysia Canada France Spain Italy China
Is LATAM leading the Way for the Ride Sharing Economy?
Uber enjoys its highest reach in Brazil and Mexico, although APAC regions appear to support 2 large players
Source: comScore Mobile Metrix, May 2017 | Note: Didi acquired Uber’s business in China in 2016.
CompetitorUber
Reach of Uber vs. Selected Ride Sharing Services (% of Mobile Users)
Ola
Didi

Facebook leads adoption of global social apps
Other apps are more subject to regional variation, notably in Indonesia where
Instagram eclipses even Facebook
Source: comScore Mobile Metrix, May 2017 | *Facebook, Google+, Instagram, Pinterest, Snapchat, Twitter, WeChat
% Reach for Top 2 Major Social Networking Apps* Facebook Instagram Snapchat WeChat
Argentina Brazil Canada France Germany IndonesiaIndia
Italy Malaysia Mexico Spain UK USA
61% 51% 79% 74% 54% 35% 45%
42% 56% 63% 40% 71% 75%

63%
89%
100%
100%
99%
75%
63%
97%
94%
93%
94%
100%
100%
37%
11%
1%
25%
37%
3%
6%
7%
6%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Argentina
Brazil
Canada
France
Germany
India
Indonesia
Italy
Malaysia
Mexico
Spain
UK
USA
Facebook Lite boosts minutes in heavily-mobile markets
Argentina, India and Indonesia are within the top 5 markets for share of mobile minutes
Share of Total Facebook / Facebook Lite Minutes Facebook Facebook Lite

Homescreens are the domain of ‘essential’ apps
There is a strong correlation between apps which make it onto users’ homescreen and
those considered essential
Source: comScore Custom Survey, U.S., Age 18+, July 2017
Selected Smartphone Apps: ‘Most Essential’ vs. Home Screen Incidence
Facebook
Gmail
Amazon
Google Maps
Google Search
Facebook Messenger
YouTube
Apple App Store
Google Play Store
eBay
Instagram
Pandora
Twitter
Netflix
Snapchat
Uber
0%
10%
20%
30%
40%
0% 5% 10% 15% 20% 25% 30% 35% 40%
% of Home Screens On Which App Appears
% of Smartphone Users Who List App as Their Top 3 Most Essential

A Maturing Mobile
Marketplace

Apps’ share of time appears to have reached a plateau
Most markets saw almost flat or declining change in apps’ share of minutes. Only
Spain saw noteworthy growth
40%
45%
50%
55%
60%
65%
70%
Jan 2016 May 2016 Sep 2016 Jan 2017 May 2017
+5
+2
Brazil CanadaSpain UK
Mobile app % of total digital minutes
+1
-1

13%
36%
51%
More than half of users don’t download new apps
Only a minority of smartphone owners download more than one, creating hurdles for new apps to be adopted
Number of Apps Downloaded in a Month (% of Smartphone Owners)
USA Canada UK
>1 App1 AppNone
13%
21%
66%
11%
23%
66%

64%
30%
19%
57%
30%
20%
Only younger users are ‘net positive’ for app downloads
Over 35s are more likely to download fewer apps than a year ago, and more likely to delete at a faster rate
Source: comScore Custom Survey, U.S., Age 18+, July 2017
% of US Smartphone Users by Age Segment
Age 18-34 Age 35-54 Age 55+
I download new apps more often now than I did a year ago I download new apps more often than I delete/uninstall old ones

The 2017 U.S. Mobile App Report
Download The 2017 U.S. Mobile App Report for more information

Newspapers
Entertainment-News
Flowers/Gifts/Greetings
Tickets
0%
50%
100%
150%
200%
250%
300%
App categories experiencing growth
Flattening overall app time has not stopped some categories tripling audiences in the last year
% Change in Unique Users (May 2016 – May 2017) for Selected Categories
Fragrances/Cosmetics
Hotels/Resorts
Apparel
Retail-Food
Travel
Travel
News/Information
Banking
Entertainment
InstantMessengers
Newspapers
Entertainment-News
Apparel
Tickets
PersonalFinance
Retail-Food
JobSearch
Tickets
Banking
USA UKBrazil SpainCanada

Key takeaways

Key Takeaways
Mobile Audience Dynamics Vary from Market to Market
While mobile now accounts for the majority of time spent across nearly every market, the extent to which different countries rely on mobile vs. desktop varies
considerably. Some markets are dominated heavily by mobile-only internet users, while multi-platform internet usage is the norm in others.
Mobile Usage Time Dominated by a Few Content Categories
Social networking, entertainment and gaming are universally the biggest drivers of overall mobile time, but there is still value across many other categories that are
important functions, offer marketing touchpoints or drive transactions.
Comfort with Mobile Transactions Can Unlock Growth for Multiple Categories
Trust and user experience are traditional barriers to m-commerce, and it there is a natural link between users who make retail purchases on mobile devices, and other
transactions. Improving confidence and usability can allow transactional categories to truly benefit from an already-enlarged mobile share of time.
Mobile App Usage is Highly Concentrated Within the Leading Apps
Consumers spend more than 95% of their app time on their 10 most regularly used apps, often drawn from a relatively short list of top overall apps that contribute the
majority of app time spent and are most likely to be found on users’ home screens.
The Mobile Marketplace is Showing Signs of Maturity
Apps’ share of overall digital time has plateaued in many markets over the last year. As downloading of new apps begins to stall while usage concentrates among the
leaders, the opportunity to disrupt the local or global market is a growing challenge.

Where the data comes from
Get a complete, unduplicated view
of how digital audiences consume
content across devices
Understand total mobile audience
behaviour across browsers and apps
Gain tailored mobile and
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unique business needs
Gain a deeper understanding of your
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Why comScore
MASSIVE
SCALE
Our scale of digital census network,
mobile and desktop panels enables
measurement of real consumer behaviour.
MULTI-PLATFORM
AUDIENCES
First to measure unduplicated
audience across desktop,
smartphones and tablets.
TRUSTED
EXPERIENCE
Over 17 years measuring
audiences around the world.

The Global Mobile Report leverages several data sources unique to comScore:
§ The report is based primarily on behavioral measurement from comScore MMX Multi-Platform, which provides deduplicated reporting of
digital audiences across desktop computers, smartphones and tablets, and comScore Mobile Metrix®, which provides deduplicated
reporting of mobile web and app audiences across both smartphones and tablets. The report also includes survey-based data from
comScore MobiLens®.
§ Custom analytics data derived from the aforementioned products’ data streams is also included.
§ The report also incorporates results from a survey of 1,033 smartphone users in July 2017 to understand their habits. In some charts we
compare these results to our August 2016 and August 2015 surveys.
Important Definitions:
o Any reference to “mobile” means the combination of smartphone and tablet. When data is referring specifically to smartphones or
tablets, it will be labeled accordingly.
o All mobile data is based on Age 18+ population except where labelled otherwise. Mobile reporting in Spain, Brazil, Argentina, Mexico,
Italy, France, Germany, India, Indonesia, Malaysia is conducted via an Android smartphone panel and census-based measurement for
tagged entities. In USA, UK and Canada, this is supplemented by iOS panels.
o A “unique visitor” is a person who visits an app or digital media property at least once over the course of a month. This metric, in app
parlance, is equivalent to a “monthly active user/MAU”.
For more information about subscribing to comScore services, please contact us at www.comscore.com/learnmore.
About This Report

comscore.com/mobile
To learn more, contact us at learnmore@comscore.com

Global Mobile Trends Report: Mobile Dominates Digital Consumption

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Global Mobile Trends Report: Mobile Dominates Digital Consumption