Global digital-future-in-focus-2018

© comScore, Inc. Proprietary. 1
Global Digital Future in Focus
2018 International Edition

Introduction
comScore products
MMX Multi-Platform offers comprehensive reporting on more than 300,000 digital media
entities, including their un-duplicated audience size, demographic composition, engagement,
performance within key user segments and behavioural trends. All of these metrics can be
compared across digital media platforms and can be used to understand incremental activity
coming from each platform.
Mobile Metrix captures total mobile audience behaviour on browsers and apps across
smartphones and tablets. With Mobile Metrix, publishers can demonstrate the value of their
mobile audiences, while agencies and advertisers can strategically plan and buy digital
advertising on mobile platforms to achieve their campaign objectives.
MobiLens® Plus matches quantitative observed behaviours with self-reported survey
responses, connecting data about consumers’ mobile content consumption with purchase-
intents, interests and device satisfaction.
Video Metrix provides objective insights with the most accurate and comprehensive
measurement of global online video activity.
This report provides a snapshot of the global
digital landscape, using audience sizes,
demographics and behaviours across all digital
platforms (desktop, smartphone and tablet) to
identify universal trends and unique
characteristics of international markets.
All data comes from the comScore audience
measurement tools referenced across the page.
For more information on this report or comScore
products, contact: worldpress@comscore.com

The State of Global Digital
A look at 13 global digital markets, examining key audience and consumption
indicators across desktop, smartphone and tablet devices

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
USA
Canada
France
Germany
Italy
Spain
UK
Argentina
Brazil
Mexico
India
Indonesia
Malaysia
Multi-platformers remain a majority in most markets
% of Total Digital Audience by Platform (Desktop only, Multi-platform, Mobile only)
Source: comScore MMX Multi-Platform, Dec 2017
Multi-platform users (those
who access online content
via desktop and smartphone
/ tablet in a month) remain
the majority overall, with an
average across markets of
46% of the total population.
Mobile only usage now
averages just above desktop
only consumption with a
cross-market average of
30%, driven heavily by large
share in APAC markets,
versus 24% for desktop only.

Mobile users consume more than 2x minutes vs. desktop users
Average Minutes per User by Platform
When looking at each
region’s desktop users and
mobile users separately,
mobile users universally
consume more digital
minutes per person – more
than double in the majority
of countries.
Argentina continues to
deliver the largest number
of mobile minutes per user,
while Canada has the
highest level of per-user
desktop consumption.
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
USA
Canada
France
Germany
Italy
Spain
UK
Argentina
Brazil
Mexico
India
Indonesia
Malaysia
Desktop Mobile

Argentina has largest disparity between platform average minutes
Difference in Average Mobile vs. Average Desktop Mins Per User
As well as the greatest
number of per user mobile
minutes, Argentina also has
the largest disparity
between the two averages.
Surprisingly, the US has the
second-largest difference,
even with the presence of an
established desktop
foundation that is less
prevalent in other markets,
which are often considered
to have largely avoided the
“desktop phase”.
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
USA
Canada
France
Germany
Italy
Spain
UK
Argentina
Brazil
Mexico
India
Indonesia
Malaysia

Smartphone takes largest share of global digital minutes
Share of Total Digital Minutes by Platform (Desktop / Smartphone / Tablet)
Source: comScore MMX Multi-Platform / Mobile Metrix, Dec 2017
Smartphone is now the
dominant platform in terms
of total minutes across
every market.
This is most pronounced in
India (89% of total minutes),
and least noticeable in
Canada where, thanks
additionally to the largest
share of tablet minutes
(15%) seen in any of the
markets shown, smartphone
represents 43% of time, to
desktop’s 42%.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
USA
Canada
France
Germany
Italy
Spain
UK
Argentina
Brazil
Mexico
India
Indonesia
Malaysia

Apps Account for Over 80% of Mobile Time
Share of Total Mobile Minutes by Browser / App
Source: comScore Mobile Metrix, Dec 2017
When considering mobile
(smartphone and tablet)
minutes in isolation, they
are overwhelmingly
dominated by app
consumption – over 80% of
all mobile time in the
markets considered for this
report.
Levels appear marginally
higher in Latin America, with
Argentina, Brazil and Mexico
all falling within the top 5 of
the markets shown here.
88%
85%
89%
90%
88%
88%
83%
95%
91%
94%
89%
89%
92%
0% 20% 40% 60% 80% 100%
USA
Canada
France
Germany
Italy
Spain
UK
Argentina
Brazil
Mexico
India
Indonesia
Malaysia
Mobile Browser Mobile App

What changed in 2017?
How did adoption and usage of platforms, categories and apps change over
the course of 2017, and what might this mean for digital markets in 2018?

Platforms’ market share continued to evolve
Share of Total Digital Minutes by Platform (US)
We showed earlier in this
report that smartphone is
the primary platform in all
markets, but it is also worth
noting that even in mature
markets such as the US, this
platform continues to
squeeze share away from
desktop and tablet.
As we’ll see on the next
slide, the past year has
seen this effect to a different
degree between markets.
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10%
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60%
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90%
100%
J F M A M J J A S O N D J F M A M J J A S O N D
2016 2017
DESKTOP
SMARTPHONE
TABLET
34.0%
54.5%
11.5%
29.3%
61.9%
8.8%

Smartphone share did not show a universally positive trend
Smartphone Share of Total Digital Mins (Dec. 2016 vs. Dec. 2017)
It is worth noting that the
pattern exhibited by the US
on the previous slide is not
common to all markets.
Indeed, of the 8 markets for
which comparable 2016 data
is available, Smartphone
share decreased in half of
them. This fact should not
be taken in isolation
however, as it does not
imply that smartphone
minutes decreased (rather
that overall time grew, and
faster on other platforms).0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
USA
Canada
Italy
Spain
UK
Brazil
Mexico
Indonesia
December 2016 December 2017

Size of ‘mobile only’ audience grew almost universally
Percentage Points Change in Reach of ‘Mobile Only’ Audience (Dec. 2016 – Dec. 2017)
‘Mobile only’ audiences are
now second only to ‘multi-
platform’ users in the
majority of markets, and
appear to be increasing
their reach among the
overall population in many
markets.
Even a relatively short
period of 12 months has
seen dramatic points
change in the percentage of
users who no longer feature
desktop in their roster of
digital devices over the
course of a month.
4.6
4.8
-1.8
1.5
5.2
-0.7
7.2
9.1
9.0
6.3
-0.6
1.9
-4 -2 0 2 4 6 8 10
USA
Canada
France
Germany
Italy
Spain
Argentina
Brazil
Mexico
India*
Indonesia
Malaysia
*India data only available from Feb 2017. Comparison for India is Feb 2017 vs. Dec 2017

Video growth was led by, but not exclusive to, mobile devices
Total Video Minutes for Top 100 Video Properties (US)
Source: comScore Video Metrix Multi-Platform, Dec 2017
Data from the US gives an
indication of the growth of
online video across all
digital platforms, but most
notably on mobile, which
grew 3x as quickly as
desktop over the past 12
months.
Video content providers and
advertisers will be
encouraged by growth on all
platforms, but will be
reminded that overlaps
between these platforms
have significant impact on
net reach and frequency.
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Desktop Mobile
+10%
+28%

Snapchat breaks into the top 5 apps in two major markets
Top 5 Apps by Reach
Google and Facebook
continue to enjoy dominance
of top 5 app charts around
the globe, but Snapchat is a
notable new entry in the
rankings for two of the
largest digital economies.
It now ranks in 5th position
by reach, up significantly
versus the same point 12
months previously, when it
was 9th in the US and 16th in
the UK.
USA Canada France Germany Italy Spain UK
Facebook Facebook Google Play Google Play WhatsApp WhatsApp YouTube
YouTube FB Messenger Google Search WhatsApp Google Play YouTube Facebook
Google Search YouTube YouTube Google Search Google Search Google Play Google Search
FB Messenger Google Search FB Messenger YouTube YouTube Google Search FB Messenger
Snapchat Google Maps Gmail Facebook Facebook Google Maps Snapchat
Argentina Brazil Mexico India Indonesia Malaysia
WhatsApp WhatsApp WhatsApp WhatsApp Google Play WhatsApp
Google Play Google Play YouTube Google Play WhatsApp Google Play
YouTube YouTube Google Play YouTube YouTube YouTube
Google Search Google Search Google Search Gmail Google Search Google Search
Google Calendar Gmail Facebook Google Search Gmail Facebook

Number of sites / apps reaching 1 in 10 people (mostly) increased
Count of Entities with >10% Reach (Dec. 2016 vs. Dec. 2017)
The theme of digital
consolidation has emerged
recently, which many
suggest will impact the mid-
to-long tail.
More than half of markets
demonstrated a positive
year-on-year change to the
number of properties
achieving more than 10%
reach, and in the cases of
the biggest declines (Brazil
and Canada), we will see on
the next slide that this does
not necessarily indicate top-
heaviness in that market.
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20
40
60
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100
120
140
160
180
USA
Canada
France
Germany
Italy
Spain
UK
Argentina
Brazil
Mexico
India*
Indonesia
Malaysia
Dec 2016 Dec 2017 growth decline
+2%
+38%
+22%
+30% +3% +14% +3% +55%
-12%
-1%
-11%
-5%
-43%

Encouraging growth for ‘non-duopoly’ properties
Total Minutes for Top 100 Properties (exc. Google Sites & Facebook) vs. Jan 2017
The previous slide showed
two regions, Brazil and
Canada, with considerably
fewer entities achieving 10%
reach than a year previously.
Another way of examining
top-heaviness of a market is
to compare the performance
of the top 100 properties,
excluding the duopoly of
Facebook and Google. In
both markets, these sites
saw increases in
consumption times ahead of
the overall market.
80%
90%
100%
110%
120%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
80%
90%
100%
110%
120%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Brazil
Canada
Total Internet
Total Internet
+17%
+2%
+4%
-3%

As many predicted, Amazon gained significant ground
% Change in Total Digital Population (Dec. 2016 vs. Dec. 2017)
A final note on digital’s
much-cited duopoly – many
predicted that Amazon
would gain ground in 2017.
In 8 out of 13 markets,
Amazon saw proportionally
faster growth than both,
although it must of course
be noted that this was often
from a lower base. Only one
market (Brazil) saw a
decline in Amazon’s total
digital population.
-20
0
20
40
60
80
100
120
140
India*
Argentina
Spain
Mexico
Indonesia
Malaysia
France
Germany
UK
Italy
USA
Canada
Brazil
Google Sites Facebook Amazon Sites

‘Mobile First’ Revisited
Digital time has shifted heavily to mobile platforms, but some
markets retain desktop audiences that are equal or larger in size.
Are there other ways in which we can define the concept of
‘mobile first’ markets, categories and brands?

Some desktop audiences remain equivalent or larger than mobile
Mobile Unique Visitors as a % of Desktop Unique Visitors
While time has shifted to
mobile devices in all
markets, the 13 examined in
this report divide into two
almost evenly-sized groups
in terms of their per-
platform audiences.
Disregarding overlap, there
are 7 markets with more
mobile users than desktop,
but still 6 in which the
overall desktop audience
remains equal or larger.
397%
249%
132% 127% 116% 114% 106% 100% 90% 90% 81% 68%
48%
0%
100%
200%
300%
400%
India
Indonesia
Mexico
Spain
Brazil
Italy
Malaysia
UK
USA
Argentina
Canada
Germany
France
Markets where the mobile audience is equal to or
smaller than the desktop audience
Markets which have a mobile audience larger than its
desktop audience – truly ‘mobile first’

Are mobile audiences duplicated or unique?
‘Mobile-Firstness’ of Markets’ Total Digital Populations
Of the markets with larger
mobile audiences, there is
another almost even divide
on the relative overlap of
mobile users with desktop.
The data would suggest
that in Mexico, Indonesia
and India specifically,
mobile has created ‘new’
digital audiences to a
greater extent than in the
other markets with larger
mobile audiences.
MobileOnly%ofMobile
Smaller but largely
exclusive mobile
audience
Large, mainly exclusive mobile audience
Large mobile audience, but
heavily overlapped with desktop
Smaller mobile audience,
heavily overlapped
USA
CANADA
UK SPAIN
ITALY
ARGENTINA
FRANCE
INDIA
GERMANY
MEXICO
INDONESIA
MALAYSIA
BRAZIL
Mobile Audience as % of Desktop
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100%
0% 50% 100% 150% 200% 250% 300% 350% 400%

Site-level audiences reinforce the need for granular understanding
‘Mobile-Firstness’ of Top 100 Properties (Mexico)
Applying the same filters to
the top 100 properties (by
reach) in a market such as
Mexico, shows how ‘mobile
firstness’ can be more
dramatic at an individual
property-level… there are
many brands that audiences
visit almost exclusively on
mobile platforms, despite
accessing others via
desktop (as shown on the
previous slide, where
around half of mobile users
are active on desktop also).
Mobile Audience as % of Desktop
MobileOnly%ofMobile
Smaller but largely
exclusive mobile
audience
Large, mainly exclusive mobile audience
Large mobile audience, but
heavily overlapped with desktop
Smaller mobile audience,
heavily overlapped
0%
20%
40%
60%
80%
100%
0% 50% 100% 150% 200% 250% 300% 350% 400%

Category Focus
How have overall digital consumption patterns influenced
content categories? Where are users spending time, increasing
consumption and how are they balancing usage based on the
best available device for the job?

Three subcategories capturing over a third of digital time
Share of Total Digital Minutes
In some markets, three
subcategories capture more
than half of all digital time.
Multimedia (which includes
several large video
streaming services) and
social networking drive the
largest share in most
markets.
The relative scale of instant
messaging is particularly
noteworthy since the
minutes typically come
almost exclusively from
mobile platforms.
0%
10%
20%
30%
40%
50%
60%
USA
Canada
France
Germany
Italy
Spain
UK
Argentina
Brazil
Mexico
India
Indonesia
Malaysia
Social NetworkingMultimedia Instant Messengers

Uneven growth even at a broad, category level
Average YOY Point Increase in Reach for Selected Categories Across 8 Global Markets*
The importance of mobile
has had a profound impact
on usage and growth for
categories and
subcategories.
Even the selection included
here exhibit dramatically
different growth rates in
average reach across
markets. Instant messaging
is an almost exclusively
mobile activity, so
impressive growth is tied
heavily to that platform’s
adoption. Rapid personal
finance gains perhaps
reflect increasing comfort
with mobile transactions.
27.8
20.5
19.3
18.1
15.6
13.6
12.5 11.7
9.6 9.3 8.4 7.6
5.0
0
5
10
15
20
25
30
PersonalFinance
Retail–Apparel
Banking
Retail–Food
Tickets
Newspapers
InstantMessaging
Automotive
Travel
GamingInformation
Health
JobSearch
SocialNetworking

Platform Splits for selected categories
Share of Category Minutes by Platform
The share of total minutes
between desktop and
mobile devices reveal global
trends (mobile-first
categories in one country
often exhibit this preference
globally), but can also
unlock local preferences and
nuances.
Of the categories shown
opposite, the Health
category is significantly less
mobile in India than in the
UK, which can be related to
the properties present in
each market, as well as
cultural preferences.
0% 20% 40% 60% 80% 100%
Instant Messengers
Job Search
Social Networking
Games
Health
Newspapers
Retail – Food
Banking
INDIA
Desktop mins Mobile mins
0% 20% 40% 60% 80% 100%
Instant Messengers
Job Search
Social Networking
Games
Health
Newspapers
Retail – Food
Banking
UK

J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D
Seasonality in UK digital consumption
J F M A M J J A S O N D
JANUARY
NEWS / INFORMATION
NOVEMBER
RETAIL
JULY
TRAVEL
MARCH
BANKING
AUGUST
SPORTS SOCIAL NETWORKING
SEPTEMBER
Total Minutes by Content Category (Index vs. Top Month, 2017)
Source: comScore MMX Multi-Platform, UK, Dec 2017
Despite being arguably the
most ‘always on’ medium,
digital displays a surprising
level of seasonality,
especially at a category
level.
While some peaks in usage
are common sense (retail
around holiday periods,
banking at end of tax year),
it is interesting that less
time-sensitive usage such
as social networking is also
relatively volatile in overall
consumption.

Political events delivered major uplifts to digital consumption
Reach of ‘News / Information – Politics’ Category (US / UK)
While some seasonality is
traditional, real-world
factors can dramatically
shape consumption habits.
The politics category in the
UK almost doubled in reach
around the Brexit
referendum in 2016, and
other major political events
in both the UK and US
demonstrate dramatic
changes in users’ adoption
and consumption.
0
10
20
30
40
50
60
70
80
2016 2017
(US) PRESIDENTIAL
ELECTION
+36% vs. avg
(US) TRUMP
INAUGURATION
+25% vs. avg
(UK) GENERAL
ELECTION
+45% vs. avg
(UK) BREXIT
REFERENDUM
+82% vs. avg
US
UK

J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D
Seasonality in Brazil digital consumption
J F M A M J J A S O N D
JANUARY
NEWS / INFORMATION
NOVEMBER
RETAIL
MAY
TRAVEL
MARCH
BANKING
JUNE
SPORTS SOCIAL NETWORKING
JANUARY
Total Minutes by Content Category (Index vs. Top Month, 2017)
Source: comScore MMX Multi-Platform, Brazil, Dec 2017
Compared to the patterns
shown previously for the UK,
Brazil exhibits differences in
some categories based on
different market conditions –
Travel peaks earlier in May,
and Sport in June.
Despite a Jan – Dec tax
year, Brazil’s banking
category also peaked in
March, possibly due to the
tax return deadline the
following month.

Category Bias: Business / Finance
Reach Among Desktop / Mobile Users for the ‘Business / Finance’ Category
Examining reach among
each country’s mobile and
desktop populations can be
an indicator of platform bias
for that particular content
type.
Business / Finance includes
transactional functions such
as banking, as well as
financial information and
news. Of the three
categories we will compare
in this manner, it sees the
largest number of markets
exhibiting a desktop bias,
perhaps due to residual
concerns about security and
privacy on mobile devices.
40
60
80
100
40 60 80 100
USA
CANADASPAIN
ITALY
ARGENTINA
FRANCE
INDIA
GERMANY
BRAZIL
MALAYSIA
UK
Desktop Reach
MobileReach
Note: Indonesia not shown in the visual due to desktop reach of 28.3% below axis minor limit (mobile reach is 43.6%)

Category Bias: Retail
Reach Among Desktop / Mobile Users for the ‘Retail’ Category
In the majority of markets,
retail has higher
proportional audience reach
among mobile users than
desktop, most notably in
Spain, where 97.5% of
mobile users accessed the
category in December 2017,
and where there is a 16 point
difference between the
platforms.
40
60
80
100
40 60 80 100
USA
CANADA
UK
SPAIN
ITALY
ARGENTINA
FRANCE
INDIA
GERMANY
BRAZIL
MEXICO
INDONESIA
MALAYSIA
Desktop Reach
MobileReach

Category Bias: News / Information
Reach Among Desktop / Mobile Users for the ‘News / Information’ Category
As a third category for
comparison, news /
information is often one of
the highest-reaching
categories on mobile
devices, being accessed by
more than 80% of users on
those platforms in every
market.
Only Canada has
(marginally) higher reach
among desktop users,
although the category
experiences 95% reach on
both.
40
60
80
100
40 60 80 100
USA
CANADA
UK
SPAIN
ITALY
ARGENTINA
FRANCE
INDIA
GERMANY
BRAZIL
MEXICO
INDONESIA
MALAYSIA
Desktop Reach
MobileReach

Demographics Categories (UK)
Points Difference in Reach Within 18 – 24 / 25+ Age Demographics
Reach within a demographic
is one way of mitigating
overall differences in
composition of a market.
It also enables comparison
of categories or individual
properties to assess
patterns in age groups’
digital consumption.
For the selected categories
shown in the UK, there are
some dramatic (10+ point)
differences in reach between
under- and over-25s.
Instant Messengers
Retail – Apparel
Portals
Social Networking
Retail
Travel
Newspapers
Lifestyles
Retail – Food
Sports
Real Estate
Banking
Automotive
Ages 18–24 Ages 25+
12.5
12.5
1.1
0.4
0.4
1.5
2.0
2.8
3.0
8.3
11.2
12.9
2.2

Demographics Categories (India)
Points Difference in Reach Within 18 – 24 / 25+ Age Demographics
Applying the same
comparison to the same
categories reveals that India
has less volatility between
the two age breaks,
suggesting that digital
adoption for these
categories is more universal
than in the UK, although
reach among under 25s is
higher for a larger number of
the categories.
Social Networking
Portals
Retail
Instant Messengers
Lifestyles
Retail – Apparel
Newspapers
Retail – Food
Travel
Sports
Automotive
Real Estate
Banking
Ages 15–24 Ages 25+
9.8
7.3
6.1
5.8
5.2
4.0
2.2
1.5
1.5
1.1
2.3
2.7
1.8

Category Competitiveness
Audience Duplication as % of Total Category Users
Duplication of audiences
between sites in a category
could provide an indication
of loyalty and competition.
In all three markets shown,
Newspapers had the
highest proportion of users
visiting 2 or more properties,
suggesting users are less
likely to be loyal to one
provider – likely a factor of
multiple entry points via
social etc. Banking is a
broadly ‘loyal’ category, with
around 60% of users only
accessing one brand in the
category.
0%
20%
40%
60%
80%
100%
Banking
Apparel
NewspapersCanada
0%
20%
40%
60%
80%
100%
Banking
Apparel
Newspapers
India
0%
20%
40%
60%
80%
100%
Banking
Apparel
Newspapers
UK
1 site in category 2+ sites in category

Spotlight on Apps
Now accounting for over 80% of mobile time, how
has the app market evolved in the past year?

Four Categories Account for More Than 2/3 of App Minutes
Category Share of Total App Minutes
Despite the number of apps
available to mobile users,
overall time has
concentrated heavily into
four categories, which
combine for more than two
thirds of overall app time.
Social Media has the
highest average share
across all markets, although
Entertainment leads the way
in both the US and Canada.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
USA
Canada
France
Germany
Italy
Spain
UK
Argentina
Brazil
Mexico
India
Indonesia
Malaysia
Social Media Instant MessagingEntertainment Games Other

Social Networks’ Share of Time
Share of Combined Minutes for 4 Major Social Networking Apps
Facebook is the clear leader
when examining the
distribution of minutes
between four key social
networking apps,
particularly when combining
Instagram into its overall
share.
We’ve seen evidence earlier
in this report of Snapchat’s
increasing reach, and it will
be interesting to observe
how this translates into
usage durations in 2018.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
USA
Canada
France
Germany
Italy
Spain
UK
Argentina
Brazil
Mexico
India
Indonesia
Malaysia
Twitter Facebook Instagram Snapchat

Messaging Share of Minutes
Share of Combined Minutes for 3 Major Instant Messaging Apps
When it comes to instant
messaging, WhatsApp
messenger continues to
reap the advantages of early
adoption, dominating the
majority of markets.
Facebook Messenger has
however established greater
share in four markets, and
this continues to be a
category to watch closely in
2018.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
USA
Canada
France
Germany
Italy
Spain
UK
Argentina
Brazil
Mexico
India
Indonesia
Malaysia
WhatsApp Messenger Facebook Messenger WeChat

Gaming exhibits the biggest long tail of major app categories
Share of Total Category App Minutes for Top 5 Properties (US)
Of the four dominant app
categories, Games are the
least reliant on the top 5
properties to deliver overall
consumption minutes.
It should be noted that this
analysis refers to properties,
including those that contain
multiple apps such as Peak
Games and Zynga. The top
5 individual apps deliver just
14.7% of total category app
minutes.
83.5%
93.9% 94.2%
34.1%
0%
20%
40%
60%
80%
100%
Entertainment Social Media Instant Messaging Games

Most popular categories get more popular (but not evenly)
Average Change in Total App Category Minutes (Dec. 2016 vs. Dec. 2017)
All four categories identified
earlier in this section
showed an average increase
in total app minutes, with
Entertainment and Instant
Messaging the clear
leaders.
Gaming, on the other hand
saw a notable slow-down,
with only 2% average
growth, thanks to significant
increases in Spain
(excluding Spain the
average would have been -
13%).
-60%
-40%
-20%
0%
20%
40%
60%
80%
100%
120%
Entertainment Instant Messaging Social Media Games
+42%
+35%
+13%
+2%
Markets included, left to right: USA, Canada, Italy, Spain, UK, Brazil, Mexico, Indonesia

Spotlight on Video
How has video consumption shifted to
mobile and multi-platform consumption?

Mobile accounts for dominant share of video views
Share of Top 100 Properties’ Videos by Platform
Perhaps unsurprisingly,
video views for the top 100
properties in the three
regions shown skew
towards mobile devices,
although by a smaller extent
than overall digital minutes
in all three markets.
32%
68%
USA
CANADA
UK
Desktop Mobile
49%51%
31%
69%

Digital video growth is geographically uneven
Total Minutes for Top 100 Properties by Platform
Growth in consumption for
the top 100 digital video
properties varied
considerably for the US and
UK.
The US saw similar growth
in consumption on both
desktop and mobile,
combining for 4x faster
growth than the UK, which
saw a slight decline in
desktop consumption for
these properties.
Dec 16 Dec 17
USA UK
Desktop Mobile
Dec 16 Dec 17
+10%
+24%
-12%
+42%
+41%
+46%

COMING SOONVideo Metrix Multi-Platform
Coming soon to more international markets, comScore Video Metrix® Multi-Platform delivers a single, unduplicated
measure of digital video consumption across desktop, smartphone, tablet and over-the-top (OTT) devices.
Premium video content and advertising can be planned, bought and sold across platforms using TV-comparable GRP
metrics that measure audience engagement.

Key Takeaways

Key Takeaways
1 Multi-platform consumption is still the norm, but “mobile only” is on the rise. Multi-platform users (those who access the internet
via desktop and mobile in a month) still form the majority across markets, but the percentage of ‘mobile only’ users grew across
the majority of markets over the course of 2017, surpassing 30% of users in nearly half of the markets considered.
2 There is evidence of digital consolidation, but optimistic growth beyond the top. The categories and entities that account for large
shares of (especially mobile app) time have consolidated, but there is evidence of growth outside the top entities in terms of both
time and number of properties crossing the 10% reach threshold.
3 Time has shifted to mobile, but some large desktop audiences impact ‘mobile firstness’. It can be easy to assume the shift of
digital time to mobile has significantly shrunk the desktop marketplace, but from an audience point of view, many country /
category desktop audiences remain larger, with corresponding considerations in reaching and marketing to these users.
4 Entertainment and video flourish on mobile platforms. Entertainment, already one of the major app categories, saw the highest
average percentage growth in app time across those four major content types. Video consumption is now heavier on mobile
devices, and video minutes on mobile platforms grew rapidly in both the US and UK.

Global digital-future-in-focus-2018

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