Mobiles Hierarchy of Needs

How mobile evolved as the primary tool for the digital omnivore

Mobile devices account for more than 60% of digital time in all 9 regions
researched. The data below illustrates how mobile consumption can be
aligned with human needs. For more detail, download the full report at
comscore.com/mobile.

The uneven distribution of mobile first

In all markets, categories have shifted audiences and time to mobile in varying degrees.

Massive mobile minutes, Mobile-first Legacy desktop Audiences have moved to mobile,
but audiences behind desktop categories categories but time has not yet followed
Mobile minutes as a % of desktop

Social Networking
Personals
Career Services
Retail - food

Weather

News / Information
Retail
Health
100% Entertainment
Banking
Apparel
Portals Travel Real Estate
100%

Mobile users as a % of desktop

Source: comScore MMX Multi-Platform, Canada, January 2017

Maslows hierarchy of needs (and how mobile meets it)

Many prominent mobile categories can be aligned against Abraham Maslows hierarchy of human needs.

SELF-ACTUALISATION
Travel

ESTEEM
Newspapers, Social Networking

LOVE / BELONGING
Personals

SAFETY
Banking, Weather, Career Services

PHYSIOLOGICAL
Health, Apparel, Retail - Food, Real Estate

PHYS IOLOG ICAL

Smartphones enable daily healthy habits

Avg. daily smartphone users USA Canada UK

of the Health category
(Jan 2017 vs. Jan 2016) +18% +43% +15%

SAFETY LOVE / B E LONG I NG

Banking audiences trust Market adoption of messaging

mobile, depart desktop apps is a local consideration

50% % of mobile mins. for 5 major messaging apps

of consumers have now abandoned
desktop for their banking needs 1.4% 12.9%
2.3% USA Italy
Canada
Mobile banking adds large
13.2%
incremental audiences to desktop
China
3.2%
Desktop only Mobile + Desktop Mobile only UK

100%
USA
+85%
Canada 15.8%
+51% Mexico
14.5%
UK
14.9% Spain
+63% Indonesia
Spain 14.6%
+61% Brazil
Brazil
+25% Popular messaging apps
Mexico
+68%
LINE QQ Messenger WeChat
China Indonesia China China
+102%
Indonesia WhatsApp Facebook Msgr.
+125% UK, Spain, Italy, Brazil, Mexico USA & Canada

E STE E M S E LF-ACTUALI SATION

Social Media esteem is now Creative apps are flourishing

driven by content choices on mobile around the world
Data from Spain confirms that users are posting and
consuming fewer personal statuses, and increasingly Total unique visitors in 2016
using social platforms to share and consume content
that reflects their views. Instagram (Brazil)

% of users reading on social media (vs. Jan 16) Jan +10.6%

Dec
Read posts from Read posts from
+1% people known
personally
+17% public figures /
celebrities
Snapchat (USA)

Read posts from

+6% +5%
Followed posted
link to website
organisations / Jan +116.0%
brands / events
Dec
Source: comScore MobiLens, Spain, Jan 2017 (3 month average)

Contact Us
To learn more about available solutions in your market contact us at learnmore@comscore.com
or visit comscore.com/mobile.

All sources comScore MMX Multi-Platform, Jan 2017 unless otherwise stated. Mobile includes smartphone & tablet, ages 18+.

2017 comScore, Inc.