comScore Releases First Comparative Report on Mobile Usage In Japan, United States And Europe

Fierce Mobile Content October 8, 2010

comScore, Inc., 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.

¬†”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
                                            ------------------------
                                                   United
                                        Japan      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*
                                      ------------------------

                                             United
                                  Japan      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
    -----         -------------    ------
    Mixi          Facebook         Facebook
    ----          --------         --------
    Gree          MySpace          YouTube
    ----          -------          -------
    Twitter       YouTube          MSN / Windows Live / Bing
    -------       -------          -------------------------
    Mobage Town   Twitter          Twitter
    -----------   -------          -------

--