Pandora is 8th most-used smartphone app (comScore)

Tuesday, October 8, 2013 - 7:10am

As noted in Audio4cast, Pandora landed in 8th place in comScore’s measurement of top smartphone app usage for August. This metrics category is different from smartphone audience via the phone’s browser. Some top-15 media properties (like Gmail) might have their app ranking cannibalized by browser use, and others (like Twitter) by a multiplicity of popular apps that are lower on the list.

But Pandora’s ranking is fairly pure, as the service doesn't work in a mobile browser, and there are no alternatives to the official Pandora app. On comScore's browser-plus-app usage list, which is invaded by web-based behemoths like Yahoo!, Amazon, and AOL, Pandora holds its own in 9th place.

P’s reach is measured at 43.3 percent of the app audience, which is a remarkable testimony not only to Pandora’s footprint, but to Internet radio generally, if you consider Pandora as a proxy for the medium and the consumer model it represents. If you took away ecosystem-branded apps that enjoy a built-in smartphone advantage (Google Search, for example), Pandora would rise to third, after Facebook (75.7%) and YouTube (52.8%).

Social, video, and music are the chief app-based pureplays -- with each wedging into the others’ territories to some extent.

ESPN releases key findings of multi-platform audience measurement with comScore and Arbitron

Thursday, June 13, 2013 - 12:55pm

ESPN has just wrapped up a month-long audience measurement initiative as a "proof-of-concept" for a multi-platform measurement solution of audio/video/display media consumption from comScore and Arbitron.

The measurement initiative, Project Blueprint, polled data from radio, television, PCs, smartphones, and tablets. Launched last September (we reported on it here), the study ran in February.

ESPN has released some key findings now. Read more in TVNewsCheck here.

Given its mobile audience, Pandora shines in new comScore ratings

Wednesday, March 27, 2013 - 12:00pm

Internet analytics firm comScore has officially launched its new cross-platform reporting system "to provide a more complete view of an online property’s audience as people increasingly access the Web and other content on mobile devices," reports MediaPost.

ComScore's Media Metrix Multi-Platform reporting counts and combines audience from web sites, video and desktop apps, and mobile devices. It was first unveiled last November.

Among those "mobile-centric" publishers enjoying a nice measured-audience boost: Pandora, which saw its comScore audience rise 183% in February according to the new numbers. (Pandora, you'll remember, reported its Q4 mobile revenue was up 111%, growing faster than its mobile listening (up 70%). More in RAIN here.)

Until Media Metrix Mulit-Platform, comScore offered separate ratings for different platforms: the desktop-only Media Metrix top 50 Web properties, its Video Metrix, and Mobile Metrix ratings. MediaPost says Pandora's mobile audience made it something of a standout.

"With the exception of properties like Pandora, the ranking of the top sites remained similar to that when counting desktop-only traffic. The top five multiplatform sites in February -- Google, Yahoo, Microsoft, Facebook, and Amazon -- were the same ones as through the standard Media Metrix ratings in January."

Read more in MediaPost here.

U.S. consumers' overall time spent with mobile media now growing at 14 times the rate of desktop

Monday, December 3, 2012 - 12:35pm

At the dawning of IP-delivered radio, it was necessary for listeners to be at a desktop computer with a better-than-average Internet connection. The first webcasters looked forward to when higher connection speeds became more common, and of course to when wireless connectivity could potentially make their medium as convenient and ubiquitous as broadcast radio. Then, webcasters and broadcasters could compete head-to-head, and listeners would naturally gravitate towards the outlets based on high-quality programming, lower spot loads, and the "customization" afforded by the Internet.

Lately it seems (a) consumers in the United States are in fact living more on mobile networks, and (b) leading webcaster Pandora is taking advantage of that.

EMarketer reports that while U.S. consumers still spend twice as much time with "desktop media" as with mobile, "time spent with mobile is growing at 14 times the rate of the desktop." If that rate of growth continues for mobile, within a few short years we may be truly a "wired" yet "mobile" society. Read more from eMarketer here.

Heck, most of us are now apparently sleeping with our mobile phones! Fred Jacobs wrote about this today here.

What's more, comScore's Media Metrix Multi-Platform is a brand new measurement tool that ranks audiences by consolidating usage across various mobile platforms and the web. ComScore says its new rankings show Pandora is "by far the most mobile-centric service on comScore’s list of top 30 propeties" -- more "mobile" even than Twitter, Google, or Facebook! The Washington Post writes, "In September, Pandora’s total digital population was 59.8 million people, good enough for a twenty-third place finish on comScore’s top audience list. More interesting, however, is that the Internet radio business is more of a mobile radio company. Pandora had 48.6 mobile users and 22.6 million desktop users in September, making its mobile audience more than double its web audience." Read more in The Washington Post here.

The matter of uneven royalty obligations aside for a moment, Net radio may be taking a step towards the "even playing field" for which we hoped more than a decade ago.

New Arbitron/comScore system's first task: Measuring ESPN's cross-platform audience

Thursday, September 13, 2012 - 12:20pm

While we were waiting for Arbitron to finally unveil their long-awaited unified on-air/online radio measurement (see RAIN here), they've announced a deal with comScore and ESPN to measure audio, video, and display across radio, tv, the web, and mobile.

The goal here is to create audience measurement using common metrics on a national and continuous basis, so content providers and marketers can gauge the reach, engagement, and cross-platform duplication of audience.

"The unprecedented size and scope of the project is being driven by the multiplatform measurement requirements of ESPN, which delivers video, audio and display content via television (both in-home and out-of-home), online and mobile video, PC web, mobile web, apps, tablets, digital audio and terrestrial radio" (see yesterday's top story in RAIN here), the companies' announcement read.

The initiative (characterized as "five-platform" as it separates "smartphones" adn "tablets") will integrate "the census and panel-based PC, mobile and TV set-top box measurement capabilities of comScore along with enhanced, single-source, multiplatform measurement capabilities of the Arbitron Portable People Meter (PPM) technology," according to the statement.

Though no roll-out date has been announced, ESPN, comScore and Arbitron will unveil more details October 1-3 at the upcoming Advertising Week convention in New York.

Read the press release here.

Music listening the fastest-growing mobile usage category, comScore finds

Friday, August 3, 2012 - 1:10pm

Mobile musicNew quarterly figures from comScore show 27.6% of mobile subscribers listen to music on their mobile devices. That's up 2.3% from March to June, making it the fastest-growing usage category tracked by comScore.

That said, it's still the least popular activity, coming in behind items like downloading apps (51.4%), playing games (33.4%) and texting (75%).

ComScore also found that the mobile market is more or less divided between Apple and Google. Overall, 47% of the U.S. population now owns a smartphone and 234 million Americans use mobile devices.

TechCrunch has more coverage here.

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