Source: https://www.comscore.com/Insights/Presentations_and_Whitepapers/2014/2014_US_Digital_Future_in_Focus
Apps more mobile friendly
Increased mobile usage means that users are spending more time on apps rather than the internet. According to SCOR apps accounted for 85% of time spent on phones in 2013 easily eclipsing usage of mobile browsers. As can be seen below the most popular US app is Facebook followed by a number of Google apps. I was surprised to see Apple maps squeezing into the top ten list after the initial disastrous launch.
Video (online) killing the radio star
Online video is also a major driver of digital use with 84% of Americans now watching video online. The younger generation known as Millennials spend 48% more time watching online than the average making it hard for advertisers to reach this demographic using traditional media as they all seem to be online. This bodes well for the likes of Youtube as according to SCOR video ads account for 5.7% of total viewing time but is only 1/4 the ad load of TV viewing.
Comscore a good investment?
SCOR itself announced big news in February that Google will embed its tracking technology into Google's entire network ad server including YouTube. Historically Google customers have paid Google and trusted their analytics with no third party verification or checks or balances. Similar to a referee on a sportsfield SCOR will separate the advertising and measurement duties which should help customers feel more comfortable and hopefully spend more in the future. Google customers will gain access to neutral data from SCOR that is directly comparable to TV and other traditional media ratings. Integration is expected to be finalised in the 3Q. Its a big win for SCOR as the second largest company in the world with a $360 billion market value has decided to trust a billion dollar company to act as a referee and measure advertising campaigns on Google's network.
Jason
Disclosure: Decisive owns a position in Comscore (SCOR) stock
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