RESTON, Va., Nov. 18, 2020 /PRNewswire/ -- As consumers
around the world spend more time online, new research from Comscore
(Nasdaq: SCOR), a trusted partner for planning, transacting and
evaluating media across platforms, reveals increasing engagement
levels on mobile devices as online categories affected by the
COVID-19 pandemic begin to recover and digital video consumption
rises.
This research comes from Comscore's 2020 Global State of Mobile
report, which uses Comscore's mobile and multi-platform data to
explore mobile trends and behaviors and the impact of COVID-19 on
brands and online categories on mobile across 25 countries.
"Due to the pandemic and subsequent lockdowns, we have seen a
major shift in where consumers are spending their time on mobile,"
said Andrea Sangalli, Product
Management Analyst, International Markets, Comscore. "When the
height of the initial lockdowns peaked in April 2020, audiences shifted their focus to more
local issues, like politics, which saw a 60% increase in unique
visitors from August 2019 to
April 2020. However, we have started
to see a rebound in affected categories between April 2020 and August
2020 as lockdowns were eased: unique visitors to the
hotel/resort and home sharing category dropped by 59% from
August 2019 to April 2020 but increased 65% from April 2020 to August
2020."
"Not only are we seeing an impact on category visitation, we are
also seeing an increase in mobile video consumption across the
U.S.," said Kelly Lewis, Product
Manager, Digital Audience, Comscore. "With the explosion of
streaming service choices and user generated short-form video in
the past few years, we found the total time spent viewing videos on
mobile increased 65% from August 2017
to August 2020. In fact, mobile video
growth actually outpaced desktop growth, which saw an increase of
21% over the same time period. We expect mobile video consumption
to maintain its strong platform position in the years to come."
Other key findings from the State of Mobile report include:
- Globally, time spent on mobile continues to rise, despite the
increased time spent at home due to COVID-19 restrictions. 79% of
total digital minutes in the U.S, were spent on mobile in
August 2020, up from 78% in
August 2019. In Mexico 89% of total digital minutes were spent
on mobile in August 2020, up from 83%
during that same period in August
2019. India had the largest
share of mobile minutes, making up 93% of total digital minutes in
August 2020.
- As on-the-go behaviors became limited in the U.S., the food and
grocery category saw declines in multi-platform reach from 53% to
47% from August 2019 to August 2020. However, on mobile, U.S. consumers
flocked to delivery-based food and grocery apps and since
April 2020, retailer-based food app
usage has seen a rebound.
- In the U.S., the share of digital retail dollars spent on
mobile has reached 31% of total digital retail dollars spent in Q2
2020, up from 16% in Q2 2015. Mobile buyers are also buying more
frequently, as the average number of purchases in a month increased
from 2 in Q2 2019 to 4.5 in Q2 2020.
More information and the full presentation can be found
here.
About Comscore
Comscore (NASDAQ: SCOR) is a trusted
partner for planning, transacting and evaluating media across
platforms. With a data footprint that combines digital, linear TV,
over-the-top and theatrical viewership intelligence with advanced
audience insights, Comscore allows media buyers and sellers to
quantify their multiscreen behavior and make business decisions
with confidence. A proven leader in measuring digital and TV
audiences and advertising at scale, Comscore is the industry's
emerging, third-party source for reliable and comprehensive
cross-platform measurement. To learn more, visit
www.comscore.com.
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SOURCE Comscore