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Connected europe - smartphones

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  • 1. CONNECTED EUROPEHow smartphones and tablets are shiftingmedia consumption Linda Abraham, CMO comScore René Schuster, CEO Telefónica Germany
  • 2. Cross-platform consumption has createda vastly different landscape… The Rise of smartphones and tablets. Apple demonstrated leadership Key Players in the fragmented mobile ecosystem Mobile Media is booming Connected device traffic is gaining share of overall traffic Apple’s halo continues to expand with the iPad…with mobile commerce taking off andreshaping expectations for the retail industry
  • 3. THE RISE OF SMARTPHONESEU5 LEADS THE US Source: comScore MobiLens, EU5 and US, 3 mon. avg. ending Oct 2011
  • 4. ANDROID GOES MAINSTREAM
  • 5. TABLETS NOT JUST FOR MOBILE USERS Percent of Mobile Owners That Also Own Tablet  Source: comScore MobiLens, 3 mon. avg. ending Oct 2011  EU5  6.6%  ES  8.8%  IT  6.9%  FR  6.8%  UK  6.2%  DE  5.4% 
  • 6. APPLE ECOSYSTEM TAKES TOP SPOT FORTOTAL DEVICES IN USE OS Market Share Audience   Source:  comScore MobiLens, EU5, 3 mon. avg. ending Oct 2011 Other   4%  Microsoft  5%  Apple iOS   RIM   Google Android  Apple  8%  30%  Symbian   RIM   Smartphones   Symbian   Tablets  26%  Microsoft  Other Devices (iPod Touch)  Other   Android  27%  0  10,000  20,000  30,000  40,000  Users (000) 
  • 7. MOBILE MEDIA CONSUMPTION ON THE UP
  • 8. MOBILE LEADS BUT TABLETS GAINING STEAM
  • 9. TABLET USAGE SPIKES AT NIGHT
  • 10. APPLE’S HALO CONTINUES TO SHINE WITH THE iPAD Tablet Ownership Amongst Smartphone Owners  Source: comScore MobiLens, EU5, 3 mon. avg. ending Oct 2011
  • 11. MOBILE RETAIL USAGE IS ACCELERATING
  • 12. YOUNG MALES DRIVING MOBILE RETAIL Demographic Profile of Mobile Retail Users by Index  Source: comScore MobiLens, EU5, 3 mon. avg. ending Oct 2011      Male  125      Female   75      13‐17  130      18‐24  200      25‐34   175      35‐44  116      45‐54  58      55+  29  Index of 100 indicates average representation
  • 13. SMARTPHONES OPEN UP A WHOLENEW WORLD FOR CONSUMERS… E‐commerce and Related Services Accessed by % of Smartphone Users  Source: comScore MobiLens, EU5, 3 mon. avg. ending Oct 2011  Accessed bank accounts  20.3  Accessed online retail  13.9  Accessed electronic payments  12.1  Accessed shopping guides  10.9  Accessed credit cards  10.6  Used deal‐a‐day  10.1 
  • 14. ... AND BECOMES AN IN-STORE SHOPPING TOOL Top Activities Performed in a Retail Store by % of Smartphone Users  Source: comScore MobiLens, EU5, 3 mon. avg. ending Oct 2011      Took picture of a product   21.8      Texted or called friends/family about a  14.9  product      Scanned a product barcode  10.9      Sent picture of product to family/friends   10.1      Found store location   6.6      Compared product prices   6.4      Researched product features  4.5      Found coupons or deals   3.9      Checked product availability  2.4 
  • 15. Connected EuropeDownload a complimentary copy of the reportwww.comscore.com/connected-europeQuestions? Email worldpress@comscore.comor reach out on Twitter @comScoreEMEA