comScore Releases New Report Mobile's Hierarchy of Needs' Revealing Key Insights into Global Mobile Trends Report Finds that Mobile Accounts for More Than 60% of Digital Minutes Across Global Markets
London, UK, March 28, 2017 - comScore, Inc. today published its 2017 international mobile report, Mobile's Hierarchy of Needs'. This new report traces the global evolution of smartphones and tablets to become the primary digital tool, revealing specific behaviours for which these platforms have become important to consumers' daily lives. The report uses mobile and multi-platform data from 9 international markets (USA, Canada, UK, Spain, Italy, Brazil, Mexico, China and Indonesia) to demonstrate audience and consumption trends, along with regional differences in digital landscapes. To download a copy of the report, please visit: www.comscore.com/mobile-hierarchy.
The dominant share of digital time represented by mobile globally highlights the need for measurement that captures all forms of activity on these devices, said Will Hodgman, executive vice president of international at comScore. This report underlines the importance of demographics, app consumption and country-specific behavioural trends that publishers, advertisers and agencies need in order to effectively evaluate mobile audiences in a cross-platform world. We're excited to expand this precise mobile measurement to even more markets throughout 2017.
The report, based on data from comScore's mobile and multi-platform suite of solutions, covers key mobile trends including app usage, demographics and multi-platform access across categories such as Social Media, Dating, Retail, Banking and Travel, amongst others.
Key insights revealed in Mobile's Hierarchy of Needs' include:
Mobile devices account for more than 60% of all digital minutes in all 9 markets, and as much as 91% in Indonesia.
Apps dominate time spent on smartphone and tablet devices, representing more than 80% of mobile minutes in all markets studied.
The share of consumers abandoning desktop altogether varies dramatically by geography - from just 7% in the UK, to 70% in Indonesia. Mobile only audiences comprise users from all age demographics surprisingly evenly.
Social Media behaviours have shifted towards content. In Spain, sharing of links to websites grew 11% in 2016, compared to a -3% fall in posting personal statuses.
Mobile convenience has meant that audiences for high-value categories such as banking and travel have overcome security concerns to overtake desktop in many markets.
Top apps are dominated by large international players, but regional differences have an impact. Messaging apps such as WhatsApp, Facebook Messenger, WeChat, QQ Instant Messenger and Line account for nearly 1 in 7 minutes for some non-US markets, and led to a decline in standard SMS messaging.
To download the report, Mobile's Hierarchy of Needs, please visit www.comscore.com/mobile-hierarchy. To learn more about how comScore can help you succeed in a mobile-first world, please contact us or visit www.comscore.com/mobile.
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comScore Releases New Report Mobile's Hierarchy of Needs' Revealing Key Insights into Global Mobile Trends Report Finds that Mobile Accounts for More Than 60% of Digital Minutes Across Global Markets 
