comScore Announces Major Enhancements to MMX Multi-Platform and Mobile Metrix in Italy with Introduction of Mobile Consumer Panel DataFacebook, WhatsApp and YouTube Top List of Most-Engaging Apps
Milan, Italy, October 12, 2016 - comScore (NASDAQ: SCOR) today announced major upgrades to MMX Multi-Platform and Mobile Metrix in Italy with the introduction of data from its recently launched mobile consumer panel. The introduction of Android mobile panel data expands comScore's measurement of mobile audiences in Italy to enable more robust reporting of visitation, engagement and demographics including new segments for geographic region, presence of children and household size.
We are committed to bringing robust, high-quality solutions to Italy and are delighted to announce that we have once again delivered on this commitment through the swift development of a local mobile panel to enable more granular insights, said Gian Fulgoni, CEO of comScore. We have seen tremendous support in the market to develop fresh solutions that help our clients make better decisions in today's evolving, multi-device landscape. This milestone is a key step in our product innovation roadmap and is only the beginning of more developments to come.
comScore MMX Multi-Platform and Mobile Metrix combine data from desktop and mobile consumer panels with data from the comScore census network, which captures more than 1.8 trillion digital interactions per month globally and 94 percent of the devices connected to Internet in Italy, to provide a unified view of audience behavior across desktop and mobile devices. This unique approach provides an unduplicated, persons-based measurement of total digital reach. Further, comScore measurement continues to evolve to address consumers' changing behaviours and new technologies including the ability to measure and credit traffic from third-party apps and content distributors, such as Facebook Instant Articles and the Google Play Newsstand, to ensure publishers are able to consistently account for their entire digital audience across devices.
Key findings from August 2016 data include:
Italy had a Total Digital Population reach of 36.6 million unique visitors/viewers in August 2016, and the seven largest properties reached at least 50 percent of the total audience.
47 percent of the Italian digital media population accessed the Internet from both desktop and mobile platforms.
Banzai ranked as the top Italian digital property, with a combined desktop and mobile audience of 22.4 million users in August 2016, with 56 percent accessing content only through their smartphone or tablet.
Amongst news and information sites, RCS MediaGroup and Gruppo Editoriale Espresso both saw mobile-only audiences represent the majority of their visitors at 55 percent and 52 percent, respectively.
Top 15 Digital Media Properties Ranked by Unique Visitors/Viewers
Italy, Age 6+
August 2016
Source: comScore MMX Multi-Platform
Total Unique Visitors/Viewers (000) Desktop-Only UV (000) Multi-Platform UV (000) Mobile-Only UV (000)
Total Audience 36.675 10.944 17.296 8.435
Google Sites** 33.214 14.406 13.014 5.794
Facebook** 27.474 9.330 10.351 7.793
Banzai 22.461 4.870 4.920 12.671
Gruppo Editoriale Espresso 19.993 5.067 4.476 10.450
Yahoo Sites 19.329 7.095 4.676 7.558
ItaliaOnline 19.198 8.330 4.400 6.468
RCS MediaGroup - Italian Digital Media 19.098 4.729 3.778 10.591
Leonardo ADV 18.064 5.519 3.713 8.832
Amazon Sites** 17.732 7.391 3.527 6.814
Microsoft Sites 16.986 12.318 2.739 1.929
Gruppo Mediaset 16.643 4.453 3.057 9.133
TripAdvisor Inc. 15.123 3.750 2.178 9.195
Wikimedia Foundation Sites** 14.611 6.515 2.728 5.368
eBay** 12.675 7.068 2.183 3.424
Schibsted Media Group 10.842 3.343 1.381 6.118
**As these entities are not tagged, Mobile measurement includes Android phone only
Mobile Web Drives Audience Reach, Apps Drive Engagement
An analysis of the top 100 Italian mobile app and mobile web properties revealed that the average of top mobile web properties' audience is two times larger than the top mobile apps, highlighting the importance of the mobile web in expanding digital reach. However, mobile time spent on top mobile app properties was eight times larger than the time spent on top mobile web properties, indicating that apps are the preferred method for the most engaged and loyal visitors to interact with content and services. Facebook and WhatsApp rank #1 and #2 among the most engaging apps, with 30.3 percent and 28.2 percent share of time spent amongst the Top 100 Mobile Apps in August 2016.
Top 5 Mobile Apps Ranked by Share of Time Spent on Top 100 Mobile Apps
Italy, Age 18+
August 2016
Source: comScore Mobile Metrix, Italy*
% of Time Spent on Top 100 Mobile Apps Average Minutes per Visitor
Facebook 30.3% 962.6
WhatsApp Messenger 28.2% 655.9
YouTube 6.3% 194.7
Google Search 4.0% 112.3
Instagram 2.4% 176.1
*Includes Android Phone Based Consumption
To learn more about MMX Multi-Platform and Mobile Metrix, please contact us.
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comScore Announces Major Enhancements to MMX Multi-Platform and Mobile Metrix in Italy with Introduction of Mobile Consumer Panel DataFacebook, WhatsApp and YouTube Top List of Most-Engaging Apps
