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Major Mobile Milestones in May: Apps Now Drive Half of All Time Spent on Digital

ComScore

May turned out to be a banner month for mobile as it delivered on some huge milestones which underscored just how impressive the medium’s ascendance has been in the past few years. Mobile platforms – smartphones and tablets – combined to account for 60% of total digital media time spent, up from 50% a year ago. And perhaps more impressively, mobile apps accounted for more than half of all digital media time spent in May, coming in at 51%.

Screen Shot 2014 07 02 at 10.15.29 AM Major Mobile Milestones in May: Apps Now Drive Half of All Time Spent on Digital

Internet Radio Leads Categories Generating Majority of Activity from Mobile

While the mobile platform shift continues unabated, not every content category has experienced the shift at the same speed. An analysis of the leading content categories (based on those with at least 10 billion minutes of total engagement in May) showed which have seen the most pronounced shift to mobile. Amazingly, but perhaps not altogether unexpectedly, a couple of important categories have shifted almost exclusively to mobile. Digital Radio, led by category leader Pandora now generates more than 96% of its total engagement from mobile devices. Meanwhile the Photos category, with key players such as Instagram and Flickr leading the way, also attracted 96% of its activity from mobile. Other categories getting at least 90% of their engagement from mobile include Maps (thanks to Google Maps, Apple Maps, and others) and Instant Messengers (led by Facebook Messenger, WhatsApp, Viber and others).

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Mobile app usage hits 51% of all time spent on digital media

CNET

Here’s a stat that will make most people nod in agreement: time spent on mobile apps is at an all-time high and just keeps growing. But, breaking down the data piece-by-piece does carry some surprising facts — such as people use Internet radio, social media, and photos far more on their mobile devices than on their PCs.

What’s more, for the first time ever, time spent on mobile apps is higher than any other digital medium, coming in at 51 percent.

This new data comes from ComScore’s latest mobile app report. The analytics company looked at roughly 10 billion minutes of user engagement on apps during the month of May.

Just a year ago, mobile platforms commanded 50 percent of users’ total digital media time, and now that number is up to 60 percent — the majority of that within apps.

According to ComScore, of all the app categories, digital radio is where people spend the most amount of time, with 96 percent of user engagement coming from mobile devices and Pandora leading that category. Coming in a very close second, also with 96 percent, was photos, which was led by apps like Instagram and Flickr. Other categories, like maps and instant messaging, were also overwhelmingly used on smartphones and tablets.

“While the mobile platform shift continues unabated, not every content category has experienced the shift at the same speed,” ComScore wrote in its report. “Amazingly, but perhaps not altogether unexpectedly, a couple of important categories have shifted almost exclusively to mobile.”

ComScore also points to the importance of growth in the social networking category, with apps like Facebook and Twitter. While only 70 percent of user activity comes from mobile, the category has seen huge increases in the last year — total mobile engagement in this category has grown 55 percent and has accounted for 31 percent of all Internet growth since 2013.

“While social networking does not rank at the very top of this list among the most mobile-skewing content categories, it is arguably the most important,” ComScore wrote.

Click to see charts

Almost Half Of U.S. Smartphone Users Find In-App Ads ‘Disruptive’

MediaPost

Almost half (47%) of U.S. smartphone users ignore in-app ads, and 43% find them disruptive, according to a new Forrester study. Only 28% found these ads to be relevant — and just a quarter said the ads were inventive or creative. Based on these findings, the report concludes that marketers are not crafting ads carefully enough to suit the smaller smartphone screen and appeal to the task-oriented mindset of on-the-go consumers. But it also underscores the potential for in-app ads as 40% recall seeing ads for an app, app upgrade or brand and product in an app.

Plus, half of smartphone owners who use apps and have seen at least one in-app ad have researched and/or made a purchase after seeing an ad. Ads for app upgrades are the most likely to result in a purchase (20%), while those for products or services saw the lowest conversion rate, at 11%.

In-app ads for new apps or apps related to ones they are using were the most pervasive type of ads — seen by 47% — followed up ads for app upgrades (40%), and brands or products (37%). The balance included either none of the above or survey participants couldn’t recall the ad type.

The Forrester study emphasizes the importance of getting advertising right in apps, given the growing adoption of mobile devices and apps generally. Last year, about two-thirds of all mobile phone users had apps, up 22% from 2011. And 80% of mobile time takes place in apps rather than the mobile Web, according to comScore.

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Google has 5 of the 6 most popular apps in America (and more crazy data from ComScore)

VentureBeat

ComScore’s Digital Future report for 2013 just came out, and the analytics company has a lot to say about what happened in 2012 … and what might be coming up in 2013.

Online advertising, for one thing, was way up, with almost six trillion display ads published in 2012. That’s up 500 billion from 2011. Shockingly, AT&T accounted for a massive 1.04 billion of them, more than double the next largest online advertiser, Microsoft, which bought almost 50 billion impressions.

ComScore’s massive report also includes data on the top web properties, the battle for search dominance between Google and Bing, and smartphone market share, among other things.

Facebook, for instance, is the most popular app on phones in America, according to ComScore, showing up on 76 percent of phones. That’s impressive, but not as impressive as Google’s utter domination of the mobile charts. The search engine/social network/advertising giant has no less than five of the top six mobile apps in the U.S. Google’s apps such as Maps, Google Play, Google Search, Gmail, and YouTube take positions two through six.

View the report’s findings… 

Video Ups Mobile Ad Engagement

MediaPost

Ad features such as video and image galleries help boost engagement with mobile ads, according to a new study commissioned by Say Media and conducted by comScore. For the ad-related part of the study, the companies looked at 100 recent mobile campaigns on the Say Network to understand which elements made them most effective.

The study found that rich media features, such as product carousels, mapping and “lookbooks,” saw click-to-site rates three times as high as similar mobile ads without these interactive tools. Video in mobile ads increased time spent. For auto ads, average time spent increased 28% compared to ads without video, and 32% for technology industry ads.

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Instagram surges past Twitter in mobile user race

Computerworld

By Sharon Gaudin

Instagram has seen a huge spike in popularity among mobile device users over the past six months, pushing it past Twitter for the first time.

Instagram, which is just two years old, went from 886,000 daily mobile users in March to 4,589,000 in June and 7,302,000 in August, a nearly 8.5-fold increase, according to comScore, an online tracking and analytics firm. Twitter had 6,868,000 daily active mobile users in August, up 24% over the same six month period. comScore said.

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Online Video Viewing Hits Record In August Of 188 Million Viewers, Ads Lag

MediaPost

The online video business might be enjoying a record number of viewers, but the number of ads seen hasn’t returned yet to the highs hit in the spring. In comScore’s just-released monthly report on video viewing, the measurement firm said a record 188 million Americans watched 37.7 billion online videos in August. That’s a rise from 184 million Americans checking out online videos in July.

The trouble is, the numbers of ads viewed in August was about the same as the month before, clocking in at 9.5 billion video ads, on par with July. The ads-viewed figure has not shot past its previous high of 11 billion in June, or even the 10 billion mark that it hit for the first time in May.

The top ten online video content properties for the month of August were Google-owned YouTube, Yahoo sites, Microsoft sites, Vevo, Facebook, AOL, Viacom Digital, NDN, Grab Media and Amazon sites. By ads viewed, the top properties were Google-owned YouTube, Brightroll, Adap.tv, Hulu, SpotXchange, TubeMogul, Tremor Video, Specific Media, Auditude and Videology.

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Apple’s U.S. share of smartphones grows to 33.4% – Android still dominates at 52%

Computerworld (US)

FRAMINGHAM- Apple’s iPhone share of U.S. smartphone subscribers bumped upward 2 percentage points from May through July, giving it 33.4% of the market, online tracking and analytics firm comScore said Tuesday. The increase could be attributed to broad availability of the iPhone on several U.S. carriers and the availability of more affordable, older iPhone models, including the iPhone 3GS and iPhone 4, as Apple prepares to release a new model, comScore analyst Andrew Lipsman said in an email. Apple is expected to announce a fifth-generation iPhone on Sept. 12.

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Facebook Beats Yahoo to Become No. 2

Marketing Profs

Facebook overtook Yahoo as the second most popular website for online video viewing in July 2012, attracting some 53.0 million unique viewers during the month, compared with 48.7 million for Yahoo, according to data from the comScore Video Metrix service. Yahoo users, however, watched more videos during the month, and spent more time doing so:

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Online Data Collection Explodes Year Over Year in US

eMarketer

In today’s interactive advertising ecosystem, data has become a valuable form of currency. In fact, an April report from Adap.tv and DIGIDAY found a significant majority of marketers in North America used data to enhance their ad targeting efforts. But advertisers aren’t the only ones reaping benefits from online data—and using it to inform campaign decisions.

Cloud-based data management platform Krux Digital sampled and analyzed data collection activity among the top 50 ad-supported content publishers (by comScore’s ranking) and found that ad servers, networks and publishers accounted for the majority of US data collection volume thus far in 2012.

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