comScore: 2017 US Cross-Platform Report

199IT original compilation

According to the latest data from comScore, the number of iPhone users (13 years and above) in the United States reached 85.8 million in the fourth quarter of 2016, of which iPhone 7/7 Plus accounted for 15%.

Data shows:

The US mobile market has matured. The US smartphone market is close to saturation, while the tablet market is stabilizing. Device technology is developing incrementally rather than leapfrogging.

While mobile phones now dominate digital media consumption, usage is plateauing and the number of digital media viewers is in the late stages of a multi-year period of rapid growth.

Consumer usage trends are always changing rapidly, requiring better measurement methods, improved industry standards, and reduced friction in running mobile ads.

Cross-platform ecology is emerging. Online media is becoming more and more

Digital media has become cross-platform, and netizens can access content through a variety of devices.

PC and mobile media are converging with traditional TV and OTT as consumers watch their favorite content across multiple devices including smart TVs, set-top boxes and game consoles.

In the cross-platform era, more effective metrics are needed to promote more effective media planning, buying and sales.

Advertising Back to Basics

Today’s media landscape is increasingly fragmented, chaotic, and complex. Small platforms, disparate ad formats, and different buying and selling processes all create barriers to reducing friction in marketing strategies.

Increased issues with online ad viewability and fraud will only add to the confusion, erode trust, and make ad effectiveness measurement more confusing.

Ultimately, ad measurement is back to basics, with metrics like reach, frequency, impressions, and demographics becoming increasingly important.

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