Facebook 是美国智能手机用户使用程度最高的网站
comScore最新发布的数据针对美国智能手机用户的浏览和使用行为进行了分析,报告的关键发现如下:
用户82%的移动媒体消费时间来自APP
在年龄在18岁以上的iOS、Android和RIM智能手机用户中,Google系站点吸引了最多的独立访客,为9400万人,相当于智能手机受众的96.9%,Facebook以7800万受众排第二,到达率为80.4%,Yahoo以6620万用户量名列第三,到达率为68.2%,亚马逊则以4400万的访客在第四位。

通过分析用户使用这些网站的方式发现,App的时间占比最高,平均每5分钟的媒体时间消费中有4分钟来自移动APP。在Facebook这个用户使用程度最高的站点中,80%的时间来自APP用户,20%的时间才来自浏览器。Twitter的比例更高,96.5%的时间来自APP,相比之下微软的站点,82.1%的使用来自浏览器。
Top Smartphone Properties by Total Unique Visitors (Mobile Browser and App Audience Combined)
March 2012
Total U.S. Smartphone Subscribers Age 18+ on iOS,Android and RIM Platforms
Source: comScore Mobile Metrix 2.0
Audience
Engagement
Total Unique Visitors (000)
% Reach
Browser % Share of Total Time Spent
App % Share of Total Time Spent
Total Audience (Browsing and Application combined)
97,007
100.0%
18.5%
81.5%
GoogleSites
93,954
96.9%
18.9%
81.1%
Facebook
78,002
80.4%
20.0%
80.0%
Yahoo! Sites
66,185
68.2%
25.3%
74.7%
Amazon Sites
44,028
45.4%
14.3%
85.7%
Wikimedia Foundation Sites
39,073
40.3%
99.8%
0.2%
Apple Inc.
38,309
39.5%
0.3%
99.7%
Cooliris, Inc
28,543
29.4%
0.0%
100.0%
AOL, Inc.
28,021
28.9%
47.4%
52.6%
eBay
27,190
28.0%
17.6%
82.4%
Zynga
26,619
27.4%
0.4%
99.6%
Twitter
25,593
26.4%
3.5%
96.5%
Rovio (Angry Birds)
25,057
25.8%
3.7%
96.3%
Weather Channel, The
24,131
24.9%
47.1%
52.9%
Microsoft Sites
23,938
24.7%
82.1%
17.9%
ESPN
23,317
24.0%
56.8%
43.2%
iOS 和Android用户的APP使用差异
Google搜索是Android受众第二大的应用,受众到达量为4490万人,到达率达84.1%,Google地图分别以91.2%的iPhone用户到达率和74.5%的Android用户到达率名列地图应用的榜首。Facebook在两大平台上的排名前五,iPhone用户到达80%,排名第三,Android手中覆盖68.9%,排名第五。
Top Mobile Apps by Total Unique Visitors (000) for iOS and Android (App Audience Only)
March 2012
Total U.S. Smartphone Subscribers Age 18+ on iOS, Android and RIM Platforms
Source: comScore Mobile Metrix 2.0
TopiPhoneApps
Total Unique Visitors (000)
% Reach
Top Android Apps
Total Unique Visitors (000)
% Reach
Total Audience: (App Access only)
32,665
100.0%
Total Audience: (App Access only)
53,360
100.0%
Apple iTunes (Mobile App)
32,644
99.9%
Android Market (Mobile App)
49,717
93.2%
Google Maps (Mobile App)
29,803
91.2%
Google Search (Mobile App)
44,883
84.1%
Facebook (Mobile App)
26,148
80.0%
Google Maps (Mobile App)
39,775
74.5%
YouTube (Mobile App)
25,553
78.2%
Gmail (Mobile App)
38,108
71.4%
Yahoo! Weather (Mobile App)
22,965
70.3%
Facebook (Mobile App)
36,771
68.9%
Yahoo! Stocks (Mobile App)
20,765
63.6%
Cooliris (Mobile App)
28,543
53.5%
Pandora Radio (Mobile App)
10,478
32.1%
YouTube (Mobile App)
24,739
46.4%
The Weather Channel (Mobile App)
8,817
27.0%
Google News & Weather (Mobile App)
24,134
45.2%
Temple Run (Mobile App)
7,415
22.7%
Angry Birds (Mobile App)
16,171
30.3%
Words With Friends Free (Mobile App)
6,979
21.4%
Words With Friends (Mobile App)
12,511
23.4%
智能手机为社交网络带去明显很高的使用
以Facebook为例,2012年3月,Facebook智能手机用户在网站上所花费的时间高达7个小时,Twitter智能手机用户当月所花时间为2小时。相比之下,人们在电脑上使用Twitter网站的时间只有20.4分钟,显示出移动对于这些站点的作用。Pinterest,有750万智能手机用户,平均使用时间将近1小时。位置社交网络Foursquare有750万手机用户,平均使用2.5小时。而Tumblr有450万当月平均访问68分钟的手机用户。
Selected Social Networking Properties (Mobile Browser and App Audience Combined)
March 2012
Total U.S. Smartphone Subscribers Age 18+ on iOS, Android and RIM Platforms
Source: comScore Mobile Metrix 2.0
Total Unique Visitors (000)
% Reach
Average Minutes per Visitor
Facebook
78,002
80.4%
441.3
Twitter
25,593
26.4%
114.4
LinkedIn
7,624
7.9%
12.9
Pinterest
7,493
7.7%
52.9
Foursquare
5,495
5.7%
145.6
Tumblr
4,454
4.6%
68.4