June 4, 2009
Produced by movylo.com
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Social networking is drawing new users into the mobile Web
• November 2008 - 34 % of mobile phone owners in Western Europe who
visited social networking sites accessed social media exclusive of all other
mobile Web content.
• With 12.1 million users in Western Europe (France, Germany, Italy, Spain
and the U.K.), mobile social networking is a rapidly-expanding category
that grew 152 % from November 2007 to November 2008.
• The U.K. boasts the highest penetration of mobile social networking, at
9%, nearly triple that of Germany, where the activity is the least popular.
The average penetration rate across all countries is 5 percent.
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Mobile Social Networking Usage
Three-month Average Ending December 2008
European Mobile Phone Owners (Germany, France, Italy, Spain, UK)
Source: comScore M:Metrics
% Mobile Social Y/Y Change in Social Mobile Social
Networking Users Who Networking via Browser Networking Users as
Exclusively Use Social or Application Percent of all Mobile
Media Phone Users
Germany 39.1% 145% 3.3%
Spain 46.5% 114% 5.0%
France 21.6% 167% 4.5%
Italy 38.2% 151% 4.7%
UK 29.7% 167% 9.2%
Total 33.5% 152% 5.4%
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comScore Mobile Benchmark Study
Three-month average ending December 2008 and % Change Vs Year Ago
(% Users Measure is Based on All Mobile Phone Users)
European Mobile Subscribers (France, Germany, Italy, Spain, UK)
Source: comScore M:Metrics
Germany Spain France Italy UK
Activity % % % % % % % % % %
Users Change Users Change Users Change Users Change Users Change
Watched video 5% 2% 8% 0% 6% -7% 7% -4% 4% -27%
Listened to music 20% -2% 23% -1% 17% -3% 17% -2% 22% -1%
Accessed 9% 10% 10% 10% 14% 5% 10% 5% 19% 5%
news/info via
browser
Received SMS ads 27% 0% 75% 5% 64% -1% 54% 2% 36% 0%
Played downloaded 8% -2% 10% -6% 4% -14% 8% -5% 10% -4%
game
Accessed 4% 25% 5% 26% 3% 16% 6% 12% 6% 17%
downloaded
application
Sent/received 23% 0% 31% -3% 25% -6% 30% -5% 30% -2%
photos or videos
Purchased 4% 10% 4% 2% 3% -8% 4% 6% 3% 4%
ringtones
Used email 9% 7% 11% -1% 9% 11% 12% 2% 12% 12%
Accessed social 3% 25% 5% 33% 5% 20% 5% 33% 9% 12%
networking sites
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Social Networking & Mobile Internet
• “This development is encouraging for the future of the mobile Internet,”
commented Hill. “Social networking is taking the mobile Internet out of the
early adopter demographic, and into the mainstream.”
• Social networking and e-mail usage posted some of the largest gains, while
playing downloaded games and watching video dipped in most European
markets
Source: comScore M:Metrics
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Percent Reach for Social Networking Category in Selected Countries*
September 2008 vs. September 2007
Total Worldwide, Age 15+, Home and Work Locations*
Source: comScore World Metrix
Country Percent Reach
Sep-2007 Sep-2008 Point Change
Canada 83.9 86.5 2.6
Brazil 76.0 85.3 9.3
United Kingdom 78.7 78.4 -0.3
Mexico 67.3 73.0 5.7
Spain 63.9 70.7 6.8
United States 65.8 70.2 4.5
Australia 56.5 67.5 11.1
Germany 45.9 65.5 19.6
Italy 53.0 62.2 9.1
Netherlands 55.7 61.3 5.6
Russian Federation 36.3 60.7 24.4
India 50.9 60.3 9.4
France 51.4 59.1 7.7
South Korea 52.3 58.3 6.0
Japan 56.4 55.7 -0.7
China 44.7 50.3 5.6
Taiwan 48.1 42.9 -5.2
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European Usage of Social Networking Sites – Selected Countries
Ranked by Total Unique Visitors Age 15+
October 2008
Source: comScore World Metrix
Territory Total % Reach of Average Average Average
Unique Country’s Hours per Pages per Visits per
Visitors Total Online User User User
(000) Population
Europe 127,297 56.4 3.0 523 15.8
U.K. 24,857 77.9 5.8 839 23.3
Germany 15,475 46.9 3.1 423 13.8
France 13,332 49.6 2.0 476 16.8
Spain 8,828 61.5 1.8 251 14.9
Italy 8,736 49.3 1.8 346 12.6
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European Social Networking Reach by Country
Total Europe, Age 15+ - Home & Work Locations*
December 2008 Source: comScore World Metrix
Country Total Unique Visitors % Reach of Country’s Total
(000) to Social Internet Audience
Networking Category
Europe 210,950 74.6
United Kingdom 29,263 79.8
Spain 13,185 73.7
Portugal 2,705 72.9
Denmark 2,390 69.7
Italy 14,408 69.3
Belgium 3,668 68.2
Germany 24,901 67.3
Ireland 1,131 66.9
Finland 2,061 66.2
Sweden 3,733 65.4
Switzerland 2,804 64.7
France 21,745 63.9
Russia 18,427 63.5
Netherlands 7,438 63.0
Norway 1,732 58.9
Austria 2,120 49.7
* Excludes traffic from public computers such as Internet cafes or access from mobile phones or
PDAs.
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Percent Reach for Social Networking Category in Latin
America
September 2008 vs. September 2007
Total Latin America, Age 15+, Home and Work Locations*
Source: comScore World Metrix
Country Percent Reach
Sep-2007 Sep-2008 Point Change
Latin America 78.0 87.2 9.3
Brazil 76.0 85.3 9.3
Chile 74.0 80.1 6.1
Colombia 69.9 79.6 9.7
Argentina 70.4 77.1 6.7
Venezuela 69.1 77.1 8.0
Mexico 67.3 73.0 5.7
Puerto Rico 60.5 70.5 10.0
*Includes countries with a total Internet population of at least 10 million unique visitors in September
2008
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Asia-Pacific Social Networking Overview
December 2008
Total Asia-Pacific – Age 15+, Home/Work Locations*
Source: comScore World Metrix
Social Networking
% Reach Average Minutes Average
per Visitor Visits per
Visitor
Asia Pacific** 60.6 137.0 11.4
Singapore 74.3 175.6 19.1
Australia 68.3 224.3 17.8
South Korea 68.0 277.8 15.1
Malaysia 66.6 181.2 14.2
Hong Kong 62.8 127.7 13.7
New Zealand 62.8 185.7 13.8
India 60.3 110.4 10.4
Japan 50.9 72.8 9.9
China 45.6 89.5 7.4
Taiwan 42.4 36.1 5.
*Excludes visits from public computers such as Internet cafes or access from mobile phones or PDAs.
**Improvements to Internet population estimates in certain countries have recently been made. We
caution against trending with data prior to July 2008.
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