| | | 'Share' Data for the US (3): comScore USA
comScore 'Share'
The US smartphone 'share' that comScore tracks in its monthly PR reports is the share of the total US subscriber base (13+ year olds only and primary smartphone only) for each OS vendors platform, or each OEM, and other metrics. The PR reports are issued monthly and provide a moving average of the US share base for the preceeding 3 month periods.
Who and What is comScore?
ComScore Inc. ( comscore.com ) is a publicly traded (NASDAQ: SCOR) Internet analytics company providing marketing data. and analytics to "many of the world's largest" enterprises, advertising agencies, and publishers. Founded in 1999 comScore is headquartered in Reston, VA and it currently employs over 1100 people worldwide with the majority based in the US.
ComScore "provides on-demand digital analytics [software and software support] solutions that help its customers make informed, data-driven decisions and implement digital business strategies. The Company’s products and solutions offer the customers deep insights into consumer behavior, including objective, detailed information regarding usage of their online properties and those of their competitors, coupled with information on consumer demographic characteristics, attitudes, lifestyles and offline behavior. In addition, it offers mobile and network analytics products which provide market intelligence to mobile carriers worldwide. Its platforms consists of databases and a computational infrastructure that measures, analyzes and reports on digital activity."
In May 2008, comScore acquired M:Metrics, a company measuring mobile content consumption. M:Metrics flagship mobile measurement product was MobiLens which first delivered to clients in November 2004 and provides mobile marketing insights and trends, including market share information, user demographics, device usage and characteristics, and mobile media behavior.
ComScores major media-metrics products were PC and video metrics, but mobile-metrics products are growing based on newly introduced multi-platform metrics. Their sample for smartphone mobile metrics in the US is now ~1 million smartphone subscribers (~0.08% of their claimed smartphone subscriber base), and 400,000 tablets (~0.08% of their claimed US tablet subscriber base).
The foundation of comScores digital marketing intelligence platform is data collected from an Internet user panel, which includes approximately two million persons worldwide, whose online behavior comScore has explicit permission to measure on a continuous, passive basis. ComScore's core product offerings are built around their Media Metrix™, product, but also include Video Metrix™, Mobile Metrix ™, Plan Metrix™ and Ad Metrix™. Their "Subscriber Analytix Marketing software module transforms digital subscriber data into insights that can be used to improve device cross-sell and upsell campaigns with a focus on improving overall ARPU." ComScore sells the majority of their products through a direct sales force.
ComScore's annual revenue in 2012 was $255.2 million and their 2012 net loss was $11.8 million. Revenues from U.S customers were $183.4 million for 2012 (72% of total revenues). Sales and marketing expense of $92 million expressed as a percentage of revenue was 36%. R&D expense expressed as a percentage of revenue accounted for an additional 13%, and G&A 15%. As of December 31, 2012 comScore had over 2,150 customers, including approximately 90 Fortune 500 companies, the largest being Microsoft which accounted for approximately 8% of comScore's revenues in 2012, down from 11% in 2010.
comScore MobiLens
comscore.com
Starting in February 2011 comScore has publicly published a monthly Press Report of US Smartphone 'share' data for 28 consecutive months as of June 2013. The 1st PR is excerpted in the post that follows this one.
MobiLens data is derived from an intelligent online survey of a nationally representative sample of mobile subscribers age 13 and older. Data on mobile phone usage refers to a respondent’s primary mobile phone and does not include data related to a respondent’s secondary device. They survey ~10,000 U.S. mobile subscribers per month (see below) using online Internet surveys and project the entire USA share base (now almost 140 million smartphone subscribers) from that small sampling.
The following is excerpted from comScores USA April 2013 Smartphone monthly PR report:
That is the typical uniform format they have published in for some time. comScore occasionally also publishes smartphone analytics as press releases for some or all of the 7 markets other than the US that they cover.
In comScore's data the 'Microsoft' share has always shown a total of what is now the legacy Windows Mobile OS plus the Windows Phone OS and both are still a component of the total US subscriner base. Likewise, 'BlackBerry's share includes Rim's (soon to be BlackBerry) legacy BlackBerry OS plus their entirely new BlackBerry 10 OS. In older reports 'Palm' included primarily the legacy Palm OS plus the newer WebOS but not the Windows Mobile devices manufactured by Palm. ###
- Eric L. - |
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