CONNECTED EUROPEHow smartphones and tablets are shiftingmedia consumption Linda Abraham, CMO comScore René Schuster, CEO Telefónica Germany
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
THE RISE OF SMARTPHONESEU5 LEADS THE US Source: comScore MobiLens, EU5 and US, 3 mon. avg. ending Oct 2011
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%
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)
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
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
... 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
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