1、comScore Releases First Comparative Report on Mobile Usage in Japan, United States and EuropeJapan Mobile Audience “Most Connected” with 3 of 4 Users Accessing Mobile Media in JuneSocial Networking Shows Highest Reach among U.S. Mobile Users, While Europeans Text the MostRESTON, VA, October 7, 2010
2、comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released a study on mobile usage and behaviors in Japan, the United States and Europe from its MobiLens service. The report examined multiple dimensions of mobile usage including content consumption, demographic comparison
3、s and top social networking brands across markets to provide a comparative look at how consumers interact with mobile media across various geographic markets.“Mobile media usage continues to accelerate across the globe, driven by advancing technologies and the growing number of content options avail
4、able to consumers,” said Mark Donovan, comScore senior vice president of mobile. “As we look across markets, dramatic differences in mobile media consumption, brand adoption and user behavior become evident. These differences are even more pronounced than they are for PC-based Internet usage due to
5、the complex nature of mobile including various device capabilities, operating systems and methods of accessing content. For brands seeking to establish a multi-market presence, understanding usage dynamics across geographies is essential to implementing a successful global mobile marketing strategy.
6、”Mobile Behavior Varies Across MarketsA cross-market analysis of mobile activities in Japan, the U.S. and Europe revealed significant differences among consumers by geography. Mobile users in Japan were the “most connected” of the three markets, with more than 75 percent using connected media (brows
7、ed, accessed applications or downloaded content) in June, compared to 43.7 percent in the U.S. and 38.5 percent in Europe.Japanese mobile users also displayed the strongest usage of both applications and browsers with 59.3 percent of the entire mobile population accessing their browsers in June and
8、42.3 percent accessing applications. Comparatively 34.0 percent of mobile users in the U.S. and 25.8 percent in Europe used their mobile browsers, with 31.1 percent in the U.S. and 24.9 percent in Europe accessing applications.Messaging methods also varied with Europeans displaying the strongest use
9、 of text messaging with 81.7 percent sending a text message in June, compared to 66.8 percent in the U.S. and just 40.1 percent in Japan. Japanese users exhibited the highest reach in the email category at 54 percent, while consumers in the U.S. were most likely to use instant messaging services on
10、their mobile (17.2 percent).Social networking/blogs reached the greatest percentage of mobile users in the U.S. at 21.3 percent, followed by Japan at 17.0 percent and Europe at 14.7 percent. Japanese users were most likely to capture photos (63.0 percent) and watch TV/video (22.0 percent) on their m
11、obiles, while Europeans were most likely to listen to music (24.2 percent) and play games (24.1 percent).Select Mobile Behaviors in Japan, United States and EU5 (UK, DE, FR, ES and IT)June 2010 Total Mobile Audience Age 13+Source: comScore MobiLensPercent of Total Mobile AudienceJapan United States
12、EuropeTotal Audience: 13+ yrs old 100.0% 100.0% 100.0%Used connected media (Browsed, Accessed Applications or Downloaded Content)75.2% 43.7% 38.5%Used browser 59.3% 34.0% 25.8%Used application 42.3% 31.1% 24.9%Messaging Usage Sent text message to another phone 40.1% 66.8% 81.7%Used major instant mes
13、saging service 3.3% 17.2% 12.6%Used email (work or personal) 54.0% 27.9% 18.8%Social Media/Entertainment Accessed Social Networking Site orBlog17.0% 21.3% 14.7%Listened to music on mobile phone 12.5% 13.9% 24.2%Took photos 63.0% 50.6% 56.8%Captured video 15.4% 19.2% 25.8%Watched TV and/or video on m
14、obilephone22.0% 4.8% 5.4%Played games 16.3% 22.5% 24.1%Financial Information Accessed bank accounts 8.0% 9.4% 7.1%Accessed financial news or stockquotes16.1% 10.0% 7.2%Retail/Travel Accessed online retail 7.2% 5.5% 4.1%Accessed classifieds 4.2% 6.6% 4.2%Accessed travel service 3.3% 4.7% 4.1%Other Ac
15、cessed maps 15.7% 16.0% 10.8%Accessed traffic reports 12.6% 8.2% 5.9%Accessed weather 34.1% 22.3% 13.7%Mobile Media Usage by Demographic SegmentA demographic analysis of mobile media users across markets showed that mobile media consumption was more balanced across age segments in Japan when compare
16、d to the U.S. and Europe. In the U.S., 25-34 year olds were 44 percent more likely to access mobile media than an average mobile user, with 18-24 year olds 39 percent more likely. In Europe, 18-24 year olds represented the most-connected segment, 54 percent more likely to be mobile media users, whil
17、e persons age 25-34 were 35 percent more likely.The U.S. and Europe also showed greater gender disparity among mobile media audiences. Females were 9 percent less likely to be mobile media users in the U.S., while females in Europe were 16 percent less likely.Mobile Media Usage in Japan, United Stat
18、es and EU5 (UK, DE, FR, ES and IT) by Demographic Segment June 2010 Total Mobile Audience Age 13+Source: comScore MobiLensConnected Media Audience Index*Japan United States EuropeTotal Audience: 13+ yrs old 100 100 100Male 102 110 116Female 98 91 84Persons Age: 13-17 114 130 13318-24 117 139 15425-3
19、4 114 144 13535-44 111 117 10345-54 105 85 7855+ 80 39 57* Index = % demographic segment / % demographic base*100Top Mobile Social Media BrandsAcross markets, local and global brands showed varying levels of adoption by mobile audiences. In all three markets, the top mobile social media brand mirror
20、ed the top PC-based social networking brand with Facebook leading in the U.S. and Europe and Mixi leading in Japan. Local brands Gree and Mobage Town were the #2 and #4 most accessed social networking brands in Japan. Twitter was the only brand to be ranked in the top four in all markets.Top Mobile
21、Social Networking/Chat/Blog Brands in Japan, United States and EU5 (UK, DE, FR, ES and IT) by Audience Size June 2010 Total Mobile Audience Age 13+Source: comScore MobiLensJapan United States EuropeMixi Facebook FacebookGree MySpace YouTubeTwitter YouTube MSN / Windows Live / BingMobage Town Twitter Twitter
