Mobile trends 2012-2013

comScore has released its latest Mobile Future in Focus report for the US (a separate report for the UK is also available).  The report analyses the mobile landscape in 2012 and sets about making predictions for 2013.Mobile trends 2012Social networking

  • Facebook accounts for 83% of US social media usage
  • Tumblr is in second place - with 5.7%
  • Driven by the visual web e.g. the emergence and popularity of Tumblr, Pinterest and Instagram
  • Shifting towards ‘content monetisation'
  • Google's share of the search market in the US increased by less than 1% to 66.7%
  • Microsoft Bing was up 1.2% to 16.3%
  • Yahoo was in third place with 12.2% - down 2.3%
  • Shift to searching on mobile devices
  • ‘Core search' declined for the first time in 2012
    • Searchers are shifting to vertical search - e.g. searching directly on eBay or Facebook
Digital video
  • 75 million online video viewers per day in the US
  • Increasing numbers viewing favourite shows digitally
  • In 2012 there were 450 billion U.S. content video views
  • Google sites (YouTube) were the top US video content properties with 42% of the market
    • Hulu was in second place; Netflix seventh
  • Mobile transactions accounted for 11% of e-commerce spending in 2012
  • Consumers using smartphones to help them shop in-stores
  • Smartphones surpassed the 50% penetration point in 2012
  • 80% of time spent on smartphones is spent using apps
  • Facebook is the leading mobile app
    • Google maps is second; YouTube is sixth
    • Smartphones and tablets account for 37% of all time spent online
Mobile trends 2013com.Score's predictions include:
  • consumer platform shifts mean businesses must work hard to stay ahead of consumers' anytime anywhere demands
  • organisations will develop more integrated, cross platform social media strategies
  • social search increasingly important, with 2013 likely focusing on ‘local social search'
  • increasingly sophisticated consumers, using devices to compare deals and make transactions
  • Big data will require organisations who can deliver big insights.
You can download the report here.