1. Screen Jumping:
Understanding Today’s
Cross-Screen Consumer
Summer 2013

2. 2 | MOBILE AUDIENCE. EVERYWHERE.
Key Learnings
• The majority of online users are now cross-platform
• They are spending more time with digital content across multiple devices
• Engagement with content varies by platform, time of day
• Key audiences engage with content differently across PC, Smartphone
and Tablet

3. 3 | MOBILE AUDIENCE. EVERYWHERE.
Understanding the Cross-Platform
Consumer
Custom behavioral analysis of cross-platform usage, comScore data
March 2012 - April 2013
• by key demographic groups
• by dayparts
• by content categories
• by platform (PC, Smartphone, Tablet)
10 Media diaries and interviews with three-screen users (PC, smartphone,
Tablet)

4. 4 | MOBILE AUDIENCE. EVERYWHERE.
Source: comScore Media Metrix Multiplatform Feb 2013, comScore Mobile Metrix Key Measures Feb 2013
Feb 2013 Mobile is estimated based on earliest observed comScore smartphone engagement data calibrated by number of smartphone users at that time.
Smartphones and Tablets Have Doubled
the Time We Spend Online
Total Internet Usage by Platform in Minutes (Billions)

5. 5 | MOBILE AUDIENCE. EVERYWHERE.
0%
10%
20%
30%
40%
50%
60%
70%
80%
Persons: 18-24 Men: 25-49 Women: 25-49 Persons: 50+
April 2013 Smartphone Reach (%)
▲ Y/Y Growth
Smartphone Ownership and Mobile
Optimized Content Has Fueled Growth
1 in 3 digital users 18-49 own smartphones; Highest growth among women 25-49 & persons 50+.
▲23%
▲17%
▲12%
Source: comScore Mobile Metrix 2.0 Media Trend April 2012 – April 2013;
▲27%

6. 6 | MOBILE AUDIENCE. EVERYWHERE.
2 in 3 Online Adults Are Cross-Platform
Source: comScore Media Metrix Multi-Platform April 2013; comScore Mobile Metrix April 2013
PC +
Mobile
122MM
PC Only
58MM
Mobile Only
14MM
Digital Universe P18+ (194MM monthly users)
Mobile Users
136MM
PC Users
179MM
Tablet Users
31MM
Smartphone Users:
109MM

7. 7 | MOBILE AUDIENCE. EVERYWHERE.
Source: comScore Media Metrix Multi-Platform April 2013
Women 25-49 are Most Likely to Be on
Mobile Platforms
Mobile-only W 25-49 are catching up to PC-only population

8. 8 | MOBILE AUDIENCE. EVERYWHERE.
Kristin – The Foodie
Age 26
Chicago
Works as Culinary Consultant
Owns iPhone, iPad, MacBook
Watches OnDemand on her iPad
Travels frequently for work
Three Screen Moment - In hotel room in Kansas City blow drying her hair 9:14 pm
Stream Blackhawks
game on Tablet
I use my iPad pretty
much for everything; random
searches, online shopping.
I only use my laptop while
doing work at home, Google
hangout or Skype.
- Kristin
Facebook, email,
BofA on laptop
Snapchat on iPhone

9. 9 | MOBILE AUDIENCE. EVERYWHERE.
Kristin’s Multi-Screen Day
Smartphone
Tablet
PC
TV
8AM 9AM 10AM 11AM 12AM 1PM 2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM 10PM 11PM 12PM
BED KITCHEN WORK LUNCH WORK HOME RESTAURANT BAR BED
7:30
CNN Mobile
(5m)
8:45
Instagram:
Walking to work
(2m)
10:05
Texting
(15m)
10:45
Snapchat
(1m)
11:15
Texting
(5m)
3:35
Daytrotter:
Stream music
(1h)
4:30
Yelp:
Restaurant search
(10m)
5:35
Weather:
Check weather
(2m)
7:10
Texting
(10m)
9:45
Facebook:
Watch video
(15m)
8:35
Snapchat
(1m)
8:10
General Surfing
(20m)
6:45
Yelp:
Restaurant search (15m)
7:00
Open Table: Make
reservation (10m)
10:30
Yahoo! News (15m)
11:00
Facebook:
Post articles from Yahoo! (5m)
1:00
At work on desktop (4h)
4:45
Gchat with boyfriend
(10m)
10:35
Netflix (30m)
8:10
Watched NBC Today Show (20m)
6:45
VEEP: Watch 2 episodes (45min)
7AM

10. 10 | MOBILE AUDIENCE. EVERYWHERE.
14%
19% 17%
23%
25% 25%
24%
31%
28%
38%
25%
31%
0%
20%
40%
60%
80%
100%
PC Smartphone Tablet
Source: comScore Mobile Metrix 2.0 Demographic Profile October 2013, April 2013
Base 18+
13% 13%
8%
28%
20%
16%
12% 20%
20%
16% 15%
17%
31% 32%
40%
0%
20%
40%
60%
80%
100%
PC Smartphone Tablet
Smartphone Owners Skew Younger;
Tablet Older and Higher Income
Device Ownership by Income (% Comp)Device Ownership by Age (% Comp)
P 18-24
M 25-49
W 25-49
P 50+
<125k
25k-60k
60k-75k
75k-100k
100k+

11. 11 | MOBILE AUDIENCE. EVERYWHERE.
Time Spent on Smartphones Continues
to Soar…
-
10
20
30
40
50
60
70
80
Persons: 18-24 Men: 25-49 Women: 25-49 Persons: 50+
Average Monthly Online Hours per Smartphone User - 6 Month Growth
Oct-12
Apr-13
▲40%
▲10%
▲32%
▲33%
Source: comScore Mobile Metrix 2.0 Demographic Profile October 2013, April 2013
AverageHoursperMonth

12. 12 | MOBILE AUDIENCE. EVERYWHERE.
Half of All Time Spent Online is On
Mobile Devices
Source: comScore Media Metrix Multiplatform April 2013; comScore Mobile Metrix April 2013
Time on Smartphone and Tablet includes both mobile browsing and time with apps
PC
Smartphone
Tablet
39%
49%
12%
Share of Monthly Online Minutes (% Comp)
51%

13. 13 | MOBILE AUDIENCE. EVERYWHERE.
Time With Mobile is Highest for
Persons 18-24 and Women 25-49
Time on Tablet is highest among Persons 50+
59%
39%
55%
41%
49%
25%
50%
35%
50%
39%
16%
11%
10%
9%
12%
0% 20% 40% 60% 80% 100%
P 50+
W 25-49
M 25-49
P 18-24
Total Audience
PC
Smartphone
Tablet
Share of Monthly Online Minutes by Audience (% Comp)
Source: comScore Media Metrix Multiplatform April 2013; comScore Mobile Metrix April 2013

14. 14 | MOBILE AUDIENCE. EVERYWHERE.
Tablet & PC Usage Spike Based on Work/Home
Usage; Smartphones Used Throughout Day
PC Smartphone Tablet
Tablets are
popular at night
Source: comScore Device Essentials
Late night
(12 am – 7 am)
Early morning
(7 am – 10 am)
Daytime
(10 am – 5 pm)
Early Evening
(5 pm – 8 pm)
Prime
(8 pm – 12 am)
Smartphones are
a constant
companion
PCs dominate
working hours
Percentage of Pageviews by Time of Day by Platform – Weekday

15. 15 | MOBILE AUDIENCE. EVERYWHERE.
Source: comScore Media Metrix Multiplatform April 2013; comScore Mobile Metrix April 2013
Cross-Screen Behavior Varies
Dramatically by Content
Online Share of Minutes by Platform by Content Area
77%
48%
64%
58%
55%
35%
32%
39%
40%
28%
31%
31%
12%
29%
16%
39%
15%
34%
16%
9%
9%
16%
18%
11%
6%
16%
7%
7%
20%
3%
8%
12%
0% 20% 40% 60% 80% 100%
Radio
Games
Technology
Social Media
Weather
Retail
Lifestyles
Entertainment
Health
Food
Sports
News/Information
TV
Business/Finance
Automotive
Total Internet
PC
Smartphone
Tablet

16. 16 | MOBILE AUDIENCE. EVERYWHERE.
96 96 97
Reach Varies by Platform, but Time
Spent Has Even More Variability
Source comScore Media Metrix March 2013, comScore
98 95 99
ENTERTAINMENT
SOCIAL MEDIA
54 54
82
GAMES
32
66
42
4
17
11
6
9
15
2 6
19
1
5
13
Average Monthly
Hours per Active User
RADIO
PC
Smartphone
Tablet
Monthly Reach %

17. 17 | MOBILE AUDIENCE. EVERYWHERE.
Tablet Ownership Growing Fastest
0
50
100
150
200
250
PC Smartphone Tablet
▲1%
▲22%
▲59%
Source: comScore Media Metrix Media Trend April 2012-April 2013; Mobile Metrix 2.0 Media Trend April 2012 – April 2013; TabLens Device Trend April 2012 – April 2013
Forrester projects 112MM US Tablet owners by 2016
Total Audience (MM)
April
2013
April
2012
April
2013
April
2012
April
2013
April
2012

18. 18 | MOBILE AUDIENCE. EVERYWHERE.
Age 27
Associate Editor
Lives with girlfriend
Chicago, IL
Owns iPhone, iPad, MacBook
Loves weather maps on iPad
Admits to using mobile devices
while “on the throne”
Three Screen Moment
Girlfriend shows
something on iPad
I use the
AccuWeather app
on my iPad. It uses
radar – you can zoom
in, and it is bigger on
the iPad.
- Nick
Watch a show
on Netflix
Check Twitter
on iPhone
Nick – Weather Buff

19. 19 | MOBILE AUDIENCE. EVERYWHERE.
Smartphone is the Device for Weather
Tablet gets most engagement
36%
23
67%
33
39%
47
Reach
Avg. Min
per Visitor
P50+ 160
M25-49 115
M25-49 125 P50+ 173
Reach
Avg. Min
per Visitor
Reach
Avg. Min
per Visitor
PC SMARTPHONE TABLET
AUDIENCES OVER INDEXING PER TIME SPENT

20. 20 | MOBILE AUDIENCE. EVERYWHERE.
Weather Usage Varies by Platform
Percentage of Pageviews by time of day by Platform - Weekday
Source: comScore Device Essentials
Late night
(12am – 7am)
Early morning
(7am – 10am)
Daytime
(10am – 5pm)
Early Evening
(5pm – 8pm)
Prime
(8pm – 12am)
PC
Smartphone
Tablet
Tablet usage spikes
early morning and
bedtime
Smartphone
usage is flat
throughout day
PC usage peaks
during the daytime

21. 21 | MOBILE AUDIENCE. EVERYWHERE.
22%
13%
17%
22%
28%
58%
54%
65%
51%
29%
29%
14%
0% 50% 100%
P50+
W25-49
M25-49
P18-24
Among P50+ Tablets Represent Half of All Time Gaming; 2/3
of Time with Social Media Among W25-49 is on Smartphones
52%
25%
36%
27%
33%
68%
56%
65%
15%
7%
8%
8%
0% 50% 100%
P50+
W25-49
M25-49
P18-24
Share of Monthly Hours by Platform
by Demo (% Comp): Games
Share of Monthly Hours by Platform
by Demo (% Comp): Social Media
Source comScore Media Metrix March 2013, comScore Mobile Metrix March 2013:
PC Smartphone Tablet

22. 22 | MOBILE AUDIENCE. EVERYWHERE.
Late night
(12 am – 7 am)
Early morning
(7 am – 10 am)
Daytime
(10 am – 5 pm)
Early Evening
(5 pm – 8 pm)
Prime
(8 pm – 12 am)
PC Gaming Consistent by Platform
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
PC
Smartphone
Tablet
Percentage of Pageviews by Time of Day by Platform – Weekday
Source: comScore Device Essentials
Gaming on
Tablets peak at
night
Smartphone is higher
than other platforms
late night
PC gaming is still
popular at night

23. 23 | MOBILE AUDIENCE. EVERYWHERE.
41
Husband – kids age 4, 8
2nd grade teacher
San Francisco
Owns iPhone, Kindle Fire,
laptop, Innotab
Recently shopped for Tory
Burch sandals on iPhone,
purchased on laptop
Three Screen Moment
Younger daughter
watches show and
uses Innotab.
Kindle has
MLB, Bon Appetit,
Games for Kids
and Amazon
- Barbara
Watches HuluPlus
on laptop through
AppleTV
One kid is on the
iPhone
Barbara – Working Mom

24. 24 | MOBILE AUDIENCE. EVERYWHERE.
45
51 54
95
86
78
53
45
50
Women Access Content on Every
Platform
But those accessing on Tablets and Smartphones are the most engaged
Source comScore Media Metrix March 2013
1.1 1.7
5.3
0.3 1.1
5.1
1.9
3.1
5.2
0.3
1.1
0.5
RETAIL
LIFESTYLES FAMILY & PARENTING
FOOD
Monthly Hours per
W25-49 by Platform
PC
Smartphone
Tablet
Monthly Reach W25-49 %
91 92
84

25. 25 | MOBILE AUDIENCE. EVERYWHERE.
Food Content Preferred on Larger
Screens
1 in 3 smartphone owners access food content monthly
41%
15
36%
14
45%
28
Reach
Avg. Min
per Visitor
W25-49 127
P50+
133
Reach
Avg. Min
per Visitor
Reach
Avg. Min
per Visitor
PC SMARTPHONE TABLET
110
W25-49W25-49 115
AUDIENCES OVER INDEXING PER TIME SPENT

26. 26 | MOBILE AUDIENCE. EVERYWHERE.
Late night
(12am – 7am)
Early morning
(7am – 10am)
Daytime
(10am – 5pm)
Early Evening
(5pm – 8pm)
Prime
(8pm – 12am)
Food Content Peaks on PC at Lunchtime;
Tablet, Smartphone early evening
Percentage of Pageviews by Time of Day by Platform – Weekday
Source: comScore Device Essentials
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
PC
Smartphone
Tablet
Tablets used
for dinner prep,
post dinner
Smartphone
usage peaks at
dinner time
PC usage peaks
during lunch,
dinner planning

27. 27 | MOBILE AUDIENCE. EVERYWHERE.
0%
2%
4%
6%
8%
10%
12%
PC
Smartphone
Tablet
Late night
(12am – 7am)
Early morning
(7am – 10am)
Daytime
(10am – 5pm)
Early Evening
(5pm – 8pm)
Prime
(8pm – 12am)
Morning Emails Drive PC Shopping;
Tablets Used for Evening Browsing
Percentage of Pageviews by Time of Day by Platform – Weekday
Source: comScore Device Essentials
Shopping on
Tablet occurs in
the evening
Smartphone
usage relatively
flat; peaks at night
PC usage peaks
early am

28. 28 | MOBILE AUDIENCE. EVERYWHERE.
Age 35
San Francisco
Works as a Product Manager
Owns iPhone, Kindle Fire,
PC Laptop
Heavy music streamer
Uses multiple apps for
tracking bike commute
Three Screen Moment
Use Kindle for
streaming Netflix
I love Strava
(training app)
because there is a
social element and
user generated
segments for
comparing you
against yourself and
others.
- Dan
Check work
email on laptop
Check Facebook
and texts on iPhone
Dan – Active Dad

29. 29 | MOBILE AUDIENCE. EVERYWHERE.
Reach and Engagement on PC Still
Highest for M25-49
Time with Health highest on smartphone due to fitness apps
Monthly Reach M25-49 %
89
78
60
77
68
55
63
50 45
50
33
39
1.2
0.5
1.2
2.6
2.3
2.5
0.4 0.5 0.2
0.6
0.30.3
SPORTS
BUSINESS & FINANCE HEALTH & FITNESS
AUTO
Source comScore Media Metrix March 2013, comScore
Monthly Hours M25-49
by Platform
PC
Smartphone
Tablet

30. 30 | MOBILE AUDIENCE. EVERYWHERE.
Late night
(12am – 7am)
Early morning
(7am – 10am)
Daytime
(10am – 5pm)
Early Evening
(5pm – 8pm)
Prime
(8pm – 12am)
Sports Usage on Tablet Peaks During
Prime; PC Used Throughout Workday
PC
Smartphone
Tablet
Percentage of Pageviews by Time of Day by Platform – Weekday
Source: comScore Device Essentials
Sports content
peaks on
Tablet in the
evening
Smartphone usage
relatively flat; peaks
at prime-time
Sports accessed
on PC throughout
workday

31. 31 | MOBILE AUDIENCE. EVERYWHERE.
PC Penetration is Highest for Auto
Engagement is highest on larger screens
42%
28
29%
15
36%
26
Reach
Avg. Min
per Visitor
25-49 122
M25-49
126
Reach
Avg. Min
per Visitor
Reach
Avg. Min
per Visitor
PC SMARTPHONE TABLET
116
W25-49M25-49 134
AUDIENCES OVER INDEXING PER TIME SPENT

32. 32 | MOBILE AUDIENCE. EVERYWHERE.
Summary of Usage by Demos
• 69% own a Smartphone
• 65% of digital users are cross-platform
• 59% of time with digital is mobile
• Use Smartphones 72 hours monthly
P18-24

33. 33 | MOBILE AUDIENCE. EVERYWHERE.
Summary of Usage by Demos
• 39% own a Smartphone
• 51% are cross-platform
• Represent 31% of Tablet owners
(only 25% of Smartphone owners)
• Half of time gaming is on a Tablet
P50+

34. 34 | MOBILE AUDIENCE. EVERYWHERE.
Summary of Usage by Demos
• 69% are cross-platform
• 67% own a Smartphone
• 14% Mobile only (vs. 17% PC only)
• Represent 28% of Tablet owners and 31%
of Smartphone owners
• Spend 63 hours monthly on Smartphone
• 75% of time on social media is on Mobile
• Reach of food content on Tablet is higher
than PC or Smartphone
W25-49

35. 35 | MOBILE AUDIENCE. EVERYWHERE.
Summary of Usage by Demos
• 74% of digital users are cross-platform
• 62% own a Smartphone
• 45% of time with digital is Mobile
• Reach of auto content on Tablet higher
than Smartphone
• Monthly hours with sports content on
Smartphone, Tablet almost as high as PC
M25-49

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