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1、comscore.com/mobile©comScore,Inc.Proprietary.1IntroductionBenMartin
2、Director,GlobalMarketingInsights
3、bmartin@comscore.com1stTheconceptof‘mobilefirst’Althoughdominant,theshareofInthisreport,wewillreviewhumanisnolongerexclusivetoconsumeraudiencesandtimeonnec
4、essitiesfromMaslow’sHierarchytechnology-focusedbusinessesmobiledevicesisunevenlydistributedofNeedsandalignthemwithpocketsandconsumers,andisthedefaultbetweencategories,demographicsofparticularlyintensemobileusage.positionforagrowingnumberandgeographies.Inte
5、rnationalUsingdatafrom9globalregions,weofinternetusers,whonowspendthemarketsfollowpathsofdigitalwillsuggestthatmobileusershaveamajorityoftheirdigitaltimeonevolutionbasedoncombinationsofhierarchyofdigitalneedsthatdrivesmartphonesandtablets.globalandlocalinf
6、luences.theirconsumptionontheseplatforms.©comScore,Inc.Proprietary.2MobileEvolutionIn2017,mobiledeviceshaveanunquestionableroleasconsumers’primarydigitaltool©comScore,Inc.Proprietary.3OurprimarytoolAcrosstheglobe,mobiledevicesdominatetotalminutesspentonlin
7、e,passing90%inIndonesia%mobileshareoftotaldigitalminutes71%USACanadaUKSpainItaly67%64%62%61%91%75%72%71%BrazilMexicoChinaIndonesiaSource:comScoreMMXMulti-Platform,January2017©comScore,Inc.Proprietary.4MobilehasbecomeaprimalneedArecentBostonConsultingGroups
8、urveydemonstratesthatconsumerswouldbeincreasinglyunwillingtosurrendertheirmobiledevices,evenattheexpenseofsometraditionalneedsMorethanthreein10Almostathird45%saidthey46%wouldbewillingMorethan55%wouldwouldstopseeingtheirofAmericanswouldratherwouldputoffgoin
9、gtogiveupadayoffratherforgodiningoutfriendsinpersongiveupsexforayearonvacationperweekfor12monthsSource:TheBostonConsultingGroup(BCG)©comScore,Inc.Proprietary.52016wasayearofmobilemilestonesThepastyearfeaturedanumberofmilestonesthatindicatecontinuedgrowthof
10、smartphoneandtabletconsumptionMARCHJUNESEPTEMBERUSmobileminutesMobileappssurpass7outof10Brazilianexceed1billionforthe50%ofalldigitaltimeinternetusersnowaccessfirstmontheverintheUKviamobileinamonthAPRILJULYAUG
