14 Sep'17

ComScore release ‘The Global Mobile Report’

ComScore’s reveals global mobile trends and behaviours in cross-market comparison.


The report is based primarily on behavioural measurement from comScore MMX Multi-Platform, and comScore Mobile Metrix®. The study also includes survey-based data from comScore MobiLens®.


Although the study examines the mobile use of 13 global markets, we will focus on UK’s and US’s mobile usage.


Some of the key findings:


    • US mobile use accounts for 65 percent of all digital minutes, while UK mobile use accounts for a slightly lower 61 percent of all digital minutes


    • When examining the ratio of time spent on apps verses mobile web, comScore found that US users spend 87 per cent of their time on apps, and UK users spend 80 per cent of their time on apps


    • UK mobile users’ top behaviours are services, social media, and entertainment. The only information comScore provides for what is deemed as ‘Services’ is that it includes instant messaging. US mobile users’ top behaviours are social networking, retail, and travel


    • US use Facebook Messenger more than WhatsApp. WhatsApp sees its lowest reach in North America. The UK also use Facebook Messenger more, but not by such a large margin as the US.


    • US and UK mobile users use their mobile more for banking and retail than their desktop


    • 51% of US smartphone owners do not download new apps. 66% of UK smartphone owners do not download new apps


You can download the full findings at the comScore website here