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2 0 1 9 R E P O R TGlobal Stateof MobileThis report examines trends in mobile audience behavior across key markets in North America, Europe, Latin America, and Asia. Advertisers and publishers will gain insights from a closer look at up-and-coming app categories, including ride sharing, mobile ordering, gaming and online retail.2About this report The 2019 Global State of Mobile report leverages data from Comscore proprietary digital audience measurement solutions. The report is based primarily on measurement from Comscore Mobile Metrix, which captures total mobile audience behavior on browsers and apps across smartphones and tablets. This report also includes survey-based mobile data from Comscore MobiLens and measurement from Comscore MMX Multi-Platform. When citing information from this report, please be sure to source Comscore as listed at the bottom of each page. For more information, please contact us at comscore/learnmore3Countries included in this reportASIA PACIFICIndiaIndonesiaEUROPEItalySpainU.K.LATIN AMERICAArgentinaBrazilMexicoNORTH AMERICACanadaU.S.4Table of ContentsP A G E 5Global mobile markets todayP A G E 1 2Insights into emerging mobile categories Gaming Ride sharing & mobility Retail and digital commerce Mobile orderingP A G E 4 6Outlook for global mobile5Global mobile markets today6Global audiences are spending more time on mobileSource: (Graphic) Comscore MMX Multi-Platform, Total Minutes, June 2019, Multiple Countries(Text) Comscore MMX Multi-Platform, Total Minutes, June 2017 June 2019, Multiple CountriesCA72%US77%BR85%AR78%ES78%UK77%IT76%ID91%IN91%MX82%MOBILE MINUTES AS A PERCENTAGE OF TOTAL DIGITAL MINUTES, June 2019Audiences around the world are spending more time online and most are going to mobile. In the U.S., total minutes spent online grew 43% from June 2017 to June 2019. In Canada, we saw a 34% increase in total minutes online between June 2017 and June 2019. And a high percentage of these online minutes are being spent on mobile. In all countries in this report, mobile minutes as a percentage of total online minutes has been rising.7Apps drive majority of mobile minutes in all marketsSource: Comscore Mobile Metrix, Mobile web vs mobile app, Total minutes, Standard audience sets, June 2019U . S . C A N A D A A R G E N T I N A B R A Z I L I N D I AI N D O N E S I A I T A L Y M E X I C O S P A I N U . K .M O B I L E W E B M I N U T E S M O B I L E A P P M I N U T E S89% 88% 94% 92% 91%96% 87% 95% 88% 86%8Certain app categories worldwide skew toward mobile-only usageSource: Comscore MMX Multi-Platform, Worldwide Rollup, June 2019SOCIAL MEDIAINSTANT MESSENGERSNEWS/INFORMATIONWEATHERSERVICES COUPONS/INCENTIVESLIFESTYLESDATINGDIRECTORIES/RESOURCES MAPS/GPS/TRAFFICLIFESTYLESFOOD88% 81% 79%85% 76% 76% O F T O TA L D I G I TA L A U D I E N C E W H O A C C E S S A P P C AT E G O R I E S U S I N G M O B I L E - O N LY Looking a layer deeper, how are global audiences engaging with their mobile devices? The previous page reveals more than 80% of mobile minutes in all markets reported are spent on apps.At the content category level (left), we see that on-the-go categories like weather, food and instant messaging have become even more mobile concentrated across the world. In 2017, 72%, 60% and 80% of users went mobile-only to access content, but in 2019 weve seen this rise to 81%, 76% and 88%.9Mobile apps on smartphones still dominate time spent with digital media in the U.S.Source: Comscore MMX Multi-Platform, Total Minutes, June 2017 & June 2019, U.S. and Comscore Media Metrix , Total Minutes, June 2017 & June 2019, U.S.D I G I TA L M E D I A U S A G E ( % M I N U T E S S P E N T ) 2017 VS 2019T A B L E T A P PT A B L E T W E BS M A R T P H O N E A P PS M A R T P H O N E M O B I L E W E B D E S K T O P6%7% 1%2%63%50%7%7%23%34%Between 2017 and 2019 in the U.S. (left), weve seen a decrease in desktop use, with a concurrent increase in mobile use that is concentrated in smartphone app use. In the next page, we compare mobile use across age groups in the U.S., to find that there is strong and relatively even penetration across all cohorts. Users 65 or older noticeably tend to spend more online time in tablet apps than any other age cohort possibly because of larger screen real estate.10There is strong mobile use across U.S. generationsSource: Comscore MMX Multi-Platform & Mobile Metrix Web & App, Total Minutes, June 2019, U.S.% O F T O TAL DIG ITAL MINUT ES: DESKT O P SMART PHO NE APP TABL ET APP SMART PHO NE WEB TABL ET WEB33%19%23%23%22%15%11%23%44%65%63%65%65%72%70%63%13%6%6%4%5%6%8%6%6%9%7%7%7%6%10%7%4%1%1%1%1%1%1%1%Age 65+Age 55-64Age 45-54Age 35-44Age 25-34Age 18-24Age 13-17Total Internet
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