Comscore Releases First Comparative Report On Mobile Usage In Japan, United States And Europe

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MEDIA RELEASE PR41732






comScore Releases First Comparative Report on Mobile Usage in Japan, United States and Europe


RESTON, Va., Oct. 14 /PRNewswire-AsiaNet/ --


Japan Mobile Audience 'Most Connected' with 3 of 4 Users Accessing Mobile Media in June


Social Networking Shows Highest Reach among U.S. Mobile Users, While Europeans Text the Most


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 comparisons and top social networking

brands across markets to provide a comparative look at how consumers interact with mobile media across various

geographic markets. 



    (Logo:  http://www.newscom.com/cgi-bin/prnh/20080115/COMSCORELOGO)


"Mobile media usage continues to accelerate across the globe, driven by advancing technologies and the growing

number of content options available 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

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."


Mobile Behavior Varies Across Markets 

A 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 (browsed, 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 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 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 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 mobiles, 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 MobiLens

    -------------------------

                                         Percent of Total Mobile Audience

                                         --------------------------------

                                         Japan     United States    Europe

                                         -----     -------------    ------

    Total 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

               messaging 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 or

                Blog                      17.0%        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 mobile

                phone                     22.0%         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 stock quotes      16.1%        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

    -----

               Accessed 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 Segment 

    A demographic analysis of mobile media users across markets showed that mobile media consumption was

more balanced across age segments in Japan when compared 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, while 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 States and EU5

     (UK, DE, FR, ES and IT) by Demographic Segment

    June 2010

    Total Mobile Audience Age 13+

    Source: comScore MobiLens

    -------------------------

                                    Connected Media Audience Index*

                                    -------------------------------

                                   Japan    United States     Europe

                                   -----    -------------     ------

    Total Audience: 13+ yrs old     100          100           100

    ---------------------------     ---          ---           ---

         Male                       102          110           116

         ----                       ---          ---           ---

         Female                      98           91            84

         ------                     ---          ---           ---

   

Persons Age:

    ------------

         13-17                      114          130           133

         -----                      ---          ---           ---

         18-24                      117          139           154

         -----                      ---          ---           ---

         25-34                      114          144           135

         -----                      ---          ---           ---

         35-44                      111          117           103

         -----                      ---          ---           ---

         45-54                      105           85            78

         -----                      ---          ---           ---

         55+                         80           39            57

         ---                        ---          ---           ---



    * Index = % demographic segment /% demographic base*100



    Top Mobile Social Media Brands

    Across markets, local and global brands showed varying levels of adoption by mobile audiences. In all three

markets, the top mobile social media brand mirrored 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 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 MobiLens

    -------------------------

    Japan           United States    Europe

    -----           -------------    ------

Misc Miscellaneous ComScore, Inc. 3 image

    Mixi            Facebook         Facebook

    ----            --------         --------

    Gree            MySpace          YouTube

    ----            -------          -------

    Twitter         YouTube          MSN /Windows Live /Bing

    -------         -------          -----------------------

    Mobage Town     Twitter          Twitter

    -----------     -------          -------



About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and the preferred source of

digital marketing intelligence. For more information, please visit http://www.comscore.com/companyinfo.



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SOURCE:  comScore, Inc.


CONTACT:  Sarah Radwanick of comScore, Inc.,

+1-206-268-6310, press@comscore.com



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