2017美国跨平台报告（英文版）_73页-3mb

Cross-Platform Future in Focus: U.S. 2017 Summary

Core Content Overview

This report provides an in-depth analysis of the U.S. cross-platform media landscape in 2017, focusing on digital media, mobile usage, social and video platforms, TV viewing, and advertising and e-commerce trends. The data is sourced from various comScore tools, including Media Matrix Multi-Platform, Mobile Matrix, Video Matrix Multi-Platform, and others, offering a comprehensive view of user behavior across different platforms.

Key Trends and Insights

Digital Media Growth

• Total Digital Media Usage: Increased by 40% since 2013, driven by mobile, especially smartphones.
• Mobile's Role: Mobile accounts for 69% of digital media time spent, with smartphone apps alone representing half of all digital time spent.
• Audience Growth: The Top 1000 digital media properties saw an average of 16.8 million monthly unique visitors, up 38% over three years.
• Emerging Properties: The number of large-scale digital media properties has flattened, suggesting audience maturity.

Mobile Usage

• Smartphone Penetration: Reached 81% in 2016, with growth slowing as the market moves into the 'late majority' stage.
• Millennials and Older Users: Millennials have near-saturation in smartphone ownership, while the 55+ age group has the most potential for growth.
• Operating Systems: Android and iOS dominate the smartphone OS market, with Apple remaining the largest OEM at 43%.
• Screen Size Shift: Large screen smartphones outnumber small screen devices by 4x, while tablet usage has declined.

Social & Video Platforms

• Social Media Usage: Accounts for 1 out of 5 minutes spent online, with 70% of social media consumption occurring on mobile apps.
• Platform Preferences: Facebook leads in audience size and penetration, while Snapchat has the highest engagement per user among Millennials.
• YouTube: Mobile viewing now accounts for 70% of YouTube's time spent, with 3x more video views on mobile than desktop due to frequent short-form viewing.

TV & Cross-Platform

• Live TV Dominance: Live TV still accounts for the majority of TV viewing time, but time-shifted viewing (DVR) is rising, especially for primetime content.
• OTT Growth: Nearly 1/3 of OTT audiences are 'cordless' and do not subscribe to pay-TV, with half being 'streaming only' households.
• Connected Devices: Streaming boxes and sticks (e.g., Roku) are the most popular for accessing OTT content, with gaming consoles and smart TVs also playing a role.
• Viewing Habits: Households with both TV and OTT still watch more than 5 hours of live TV for every hour of OTT content, indicating OTT is primarily a supplement.

Main Points

• Mobile Dominance: Mobile has become the primary platform for digital media consumption, surpassing desktop in both time spent and audience size.
• Platform Maturity: The digital media and smartphone markets are maturing, with growth slowing and market shares stabilizing.
• Audience Segmentation: Younger demographics (especially Millennials) are more engaged with mobile and social platforms, while older users show a stronger preference for Facebook.
• OTT and TV Integration: OTT is growing in popularity but remains a supplement to traditional TV, with live TV still the dominant form of consumption.

Key Takeaways

• Mobile usage continues to drive digital media growth, with smartphones being the main access point.
• The U.S. market for smartphone OS and OEMs is becoming more consolidated.
• Social media and video are the top online activities, with mobile being the primary platform.
• OTT is gaining traction but is not replacing traditional TV; it is enhancing the viewing experience.
• The shift to mobile and OTT is changing media consumption habits, especially among younger audiences.