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1、IntroductionBenMartin
2、Director,GlobalMarketingInsights
3、bmartin@comscore.com1stTheconceptof‘mobilefirst’Althoughdominant,theshareofInthisreport,wewillreviewhumanisnolongerexclusivetoconsumeraudiencesandtimeonnecessitiesfromMaslow’sHierarchytechnology-focusedbusinessesmobiledev
4、icesisunevenlydistributedofNeedsandalignthemwithpocketsandconsumers,andisthedefaultbetweencategories,demographicsofparticularlyintensemobileusage.positionforagrowingnumberandgeographies.InternationalUsingdatafrom9globalregions,weofinternetusers,whonowspendthemarketsfollowpath
5、sofdigitalwillsuggestthatmobileusershaveamajorityoftheirdigitaltimeonevolutionbasedoncombinationsofhierarchyofdigitalneedsthatdrivesmartphonesandtablets.globalandlocalinfluences.theirconsumptionontheseplatforms.©comScore,Inc.Proprietary.2MobileEvolutionIn2017,mobiledeviceshav
6、eanunquestionableroleasconsumers’primarydigitaltool©comScore,Inc.Proprietary.3OurprimarytoolAcrosstheglobe,mobiledevicesdominatetotalminutesspentonline,passing90%inIndonesia%mobileshareoftotaldigitalminutes71%USACanadaUKSpainItaly67%64%62%61%91%75%72%71%BrazilMexicoChinaIndon
7、esiaSource:comScoreMMXMulti-Platform,January2017©comScore,Inc.Proprietary.4MobilehasbecomeaprimalneedArecentBostonConsultingGroupsurveydemonstratesthatconsumerswouldbeincreasinglyunwillingtosurrendertheirmobiledevices,evenattheexpenseofsometraditionalneedsMorethanthreein10Alm
8、ostathird45%saidthey46%wouldbewillingMorethan55%wouldwouldstopseeingtheirofAmericanswouldratherwouldputoffgoingtogiveupadayoffratherforgodiningoutfriendsinpersongiveupsexforayearonvacationperweekfor12monthsSource:TheBostonConsultingGroup(BCG)©comScore,Inc.Proprietary.52016was
9、ayearofmobilemilestonesThepastyearfeaturedanumberofmilestonesthatindicatecontinuedgrowthofsmartphoneandtabletconsumptionMARCHJUNESEPTEMBERUSmobileminutesMobileappssurpass7outof10Brazilianexceed1billionforthe50%ofalldigitaltimeinternetusersnowaccessfirstmontheverintheUKviamobi
10、leinamonthAPRILJULYAUGUSTDECEMBERUSconsumersspend2xasFastestgrowinga
