This document summarizes mobile device usage trends in Europe based on data from comScore. It finds that smartphone adoption continues to rise rapidly, with Android becoming the second most popular platform behind Symbian. Tablet usage is also growing, with over 6% of mobile phone owners also using a tablet. Usage patterns show PCs are still dominant for internet access but mobile and tablets are growing. Tablet usage peaks in the evenings while mobile peaks align with commuting hours.

1. CLINIC:
Mobile!
Module 1!
Jeremy Copp!
comScore, Inc.!

2. The Mobile Landscape in Europe
L2 Clinic Mobile - 24 January 2012
Jeremy Copp, Vice President Mobile Europe
jcopp@comscore.com, +44 7876 567742

3. Agenda
– Mobile Landscape
 Devices & Platforms
 From Phones Towards Connected Devices
 Mobile Media
 What? Content Consumption
 When? Usage Patterns
Mobile Commerce
 Engagement
 Behaviour
 Transactions
 Takeaways
© comScore, Inc. Proprietary and Confidential. 9

4. Mobile Landscape
Devices & Platforms
From Phones Towards Connected Devices
© comScore, Inc. Proprietary and Confidential. 10

5. Continued Rise of Smartphones
 Smartphone adoption has reached nearly 42%
 Growing 13 percentage points over the past year
Growth
of
Smartphone
Audience
ES
UK
IT
FR
DE
EU5
60.0%
60.0%
50.0%
50.0%
Share
of
Smartphones
(%)
40.0%
Share
of
Smartphones
(%)
40.0%
30.0%
30.0%
20.0%
20.0%
10.0%
10.0%
0.0%
0.0%
-­‐10.0%
Product: MobiLens
Data: Three month average ending October 2010 vs October 2011
© comScore, Inc. Proprietary and Confidential. 11 Country: EU5, N= 67,792

6. Google & Apple Gaining in Platform Penetration
 Symbian still represents largest installed base, but declining.
 Google’s Android platform has grown rapidly to represent second largest audience.
Smartphone
OperaSng
Systems
35,000
330.2%
350.0%
30,000
300.0%
%
Year
on
Year
Growth
250.0%
#
Smartphones
(000)
25,000
200.0%
162.6%
20,000
150.0%
15,000
63.6%
100.0%
54.3%
10,000
-­‐12.0%
50.0%
-­‐6.2%
5,000
0.0%
0
-­‐50.0%
Symbian
Google
Apple
RIM
MicrosoO
Other
OS
Oct-­‐2011
Growth
Product: MobiLens
Data: Three month average ending October 2010 vs October2011
© comScore, Inc. Proprietary and Confidential. 12 Country: EU5, N= 67,792

7. More Than Smartphones: the Tablets are Coming
 6.6% of EU5 mobile phone owners also used a tablet in October 2011.
 All five countries have similar audiences with between 2.9 million and 3.2 million tablet users.
ProporSon
of
Mobile
Owners
That
Also
Own
Tablet
EU5
6.6%
ES
8.8%
IT
6.9%
FR
6.8%
UK
6.2%
DE
5.4%
Product: MobiLens
Data: Three month average ending October 2011
© comScore, Inc. Proprietary and Confidential. 13 Country: EU5, N= 67,792

8. Connected Device View Changes Platform Market Dynamics
 Operating system platforms extend beyond smartphones to tablets and other connected
devices.
 Symbian and Android lead the smartphone market; Apple leads in combined market share of
platforms.
 30% of devices in use run Apple’s iOS platform.
OS Market Share Audience Installed Base
Other
MicrosoO
4%
5%
Apple
iOS
RIM
Google
Android
8%
Apple
iOS
30%
Symbian
RIM
Symbian
26%
Smartphones
MicrosoO
Tablets
Google
Android
Other
Other
Devices
(iPod
Touch)
27%
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
Audience
Installed
Base
(000)
Product: MobiLens
Data: Three month average ending October 2011
© comScore, Inc. Proprietary and Confidential. 14 Country: EU5, N= 67,792

9. Tablet Demographics
 European tablet audience is predominantly male (61.9%).
 Largest share of tablet owners are aged 25-34 (22.3%)
 19.6% of owners are aged 35-44.
EU5
Smartphone
Owners
by
Gender
EU5
Tablet
Owners
by
Gender
Female
;
Female
;
38.1%
43.7%
Male;
56.3%
Male;
61.9%
Product: MobiLens
Data: Three month average ending October 2011
© comScore, Inc. Proprietary and Confidential. 15 Country: EU5, N= 67,792

10. iPads Have Broad Appeal Beyond Apple Devotees
 iPhone owners over index on iPad ownership compare the average smartphone user
 Motorola and LG phone users though are more likely to own an Apple Tablet.
Index
of
Smartphone
OEM
Owners
to
Apple
iPad
Owners
210
180
164
103
97
Motorola
LG
Apple
Samsung
Sony
Ericsson
Product: MobiLens
Data: Three month average ending October 2011
© comScore, Inc. Proprietary and Confidential. 16 Country: EU5, N= 67,792

11. Mobile Media
Content Consumption
Usage Patterns
© comScore, Inc. Proprietary and Confidential. 17

12. PCs Still the Dominant Access Method
 95.1% of EU5 browser based page views are from PCs
 Mobile phones accounting for a majority of the remaining non-computer traffic.
Share
of
Connected
Device
Traffic
in
EU5
3.2%
PC
95.1%
4.9%
Mobile
Tablet
Other
1.4%
0.3%
Product: Device Essentials
Data: October 2011
© comScore, Inc. Proprietary and Confidential. 18 Country: EU5

13. Tablets and Mobile Users Access Different Content
 14.1% of page views in the Family & Parenting category are from mobile devices.
 Technology News sites over index in tablet traffic compared to the total internet indicating
that tablet owners are technology early adopters.
Leading*
Categories
Accessed
via
Mobile
in
Leading*
Categories
Accessed
via
Tablet
in
EU5
EU5
Family
&
ParenSng
14.1%
Home
4.9%
Share of Total Category Traffic
Family
&
AutomoSve
-­‐
Resources
12.5%
4.5%
ParenSng
Technology
Health
-­‐
InformaSon
8.4%
4.0%
-­‐
News
Career
Services
and
8.3%
PoliScs
3.1%
Development
General
News
6.6%
Real
Estate
3.1%
*Based
on
categories
in
which
a
majority
of
the
sites
have
adapted
our
UDM
Methodology,
which
u=lises
census-­‐level
informa=on
from
tagged
web
page
content.
Product: Device Essentials
Data: October 2011
© comScore, Inc. Proprietary and Confidential. 19 Country: EU5

14. PCs for Lunch, Tablets for Dinner on Weekdays
 Most tablet activity was observed in the late evening between 9pm and 11pm.
 Otherwise mobile and tablet consumption patterns were similar with mobile traffic showing
peaks during typical commuter travel hours (around 9am and 6pm).
 Computer-based traffic had its highest relative consumption during typical office hours,
spiking around lunchtime.
Share
of
Device
Page
Traffic
Over
a
Day:
Wednesday
7
December
2011
Tablet
Mobile
Computer
10%
9%
8%
7%
6%
5%
4%
3%
2%
1%
0%
12:00
AM
6:00
AM
12:00
PM
6:00
PM
Product: Custom Analytix
Data: 7 December 2011
© comScore, Inc. Proprietary and Confidential. 20 Country: EU5

15. Weekend Activity Closely Aligned
 Usage patterns of all three devices align more closely with one another at weekends.
 Two spikes occurred on the Saturday analysed at around 11am and 6pm.
Share
of
Device
Page
Traffic
Over
a
Day:
Saturday
10
December
2011
Tablet
Mobile
Computer
8%
7%
6%
5%
4%
3%
2%
1%
0%
12:00
AM
6:00
AM
12:00
PM
6:00
PM
Product: Custom Analytix
Data: 10 December 2011
© comScore, Inc. Proprietary and Confidential. 21 Country: EU5

16. Mobile Media Usage Growing
 76% of EU5 smartphone owners are mobile media users, growing at 62% year-on-year.
 Mobile media usage in Germany & France growing quickest, but have smaller audiences
currently.
Growth
of
Smartphone
Owners
(000)
That
Used
Connected
Media
(Except
SMS)
+ 62.1%
75,000
65,000
55,000
45,000
35,000
25,000
+
61.8%
+ 89.4% + 72.0% + 32.4% + 62.0%
15,000
5,000
EU5
UK
Germany
France
Italy
Spain
Product: MobiLens
Data: Three month average ending October 2011
© comScore, Inc. Proprietary and Confidential. 22 Country: EU5, N= 67,792

17. Social Networking On-the-Go
 In Europe the number of monthly mobile social networking users has grown 46% in the past
year, to reach 57.4 million users in October 2011.
 More and more European consumers are using mobile social networking on a daily basis, this
audience growing at 69% year-on-year.
Top
5
UK
Social
Networking
Sites
on
Mobile*
vs
Classic
Web
by
%
Reach
Mobile
(Browser
Only)
Classic
Web
75.7
41.6
19.5
14.9
7.8
6.6
4.8
2.7
1.3
1.1
Facebook
Twiger
Linkedin
Myspace
Tumblr
*
Classic
Web
for
UK
includes
all
users
over
the
age
of
6+
while
Mobile
includes
all
ages
Product: MobiLens-EU5, GSMA Mobile Media Metrics-UK and Media Metrix-UK
Data: October 2011
© comScore, Inc. Proprietary and Confidential. 23
Country: EU5, N= 67,792

18. Mobile Commerce
Engagement
Behaviour
Transactions
© comScore, Inc. Proprietary and Confidential. 24

19. Mobile Retail Shows Rapid Growth
 Mobile retail is one of the fastest growing phenomena amongst smartphone users, with more
than 13.6 million EU5 smartphone owners accessing a retail site in October 2011.
 UK had the largest audience (4.7 million), but Germany showed highest growth (112% y-o-y).
Growth
of
Mobile
Retail
Users
(000)
Oct
2010
Oct
2011
16,000
14,000
+85%
12,000
10,000
8,000
6,000
+ 95%
+ 112%
4,000
+ 40%
+ 89% + 88%
2,000
0
EU5
United
Kingdom
Germany
Italy
France
Spain
Product: MobiLens
Data: Three month average ending October 2010 vs October 2011
© comScore, Inc. Proprietary and Confidential. 25 Country: EU5, N= 67,792

20. Double-Digit Growth in All Mobile Retail and E-Commerce Categories
 Access to all types of retail and e-commerce services is increasing in popularity.
 More than 14 million smartphone owners accessed auction sites such as eBay (14.7% of the
audience), growing at 66.9% year-on-year.
 Online retail was accessed by 13.9% of EU5 smartphone owners and has increased its user
base by 85.3% over the past year.
Retail / E-Commerce
85.3%
16,000 90.0%
14,000 80.0%
66.9% 66.2%
12,000 60.0% 70.0%
% Smartphone
% YoY Growth
60.0%
10,000 45.0%
50.0%
8,000 37.1%
40.0%
6,000
30.0%
4,000 20.0%
2,000 10.0%
0 0.0%
Auction Sites Online Retail Classifieds Shopping Guides Travel Service Automotive
Services
Oct-10 Oct-11 Year on Year Growth
Product: MobiLens
Data: Three month average ending October 2011
© comScore, Inc. Proprietary and Confidential. 26 Country: EU5, N= 67,792

21. In Store Nearly Half of All Smartphone Owners Use Their Phone for a
Shopping Activity
 46% of all smartphone owners have performed at least one of the shopping activities
analysed while they were in a physical retail store.
 Taking a picture of a product is the most common activity with 21.8% reach amongst all
‘Mobile Shoppers’, followed by texting or calling friends or family about a product.
Activities Performed in Retail Store
Took picture of a product 21.8%
Texted or called friends/family about a product 14.9%
Scanned a product barcode 10.9%
Sent picture of product to family/friends 10.1%
Found store location 6.6%
46% of all EU5
Compared product prices 6.4% Smartphone owners
have performed at least
Researched product features 4.5% one of the shopping
Found coupons or deals 3.9% activities in October
2011
Checked product availability 2.4%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0%
% Smartphone
Product: MobiLens
Data: Three month average ending October 2011
© comScore, Inc. Proprietary and Confidential. 27 Country: EU5, N= 67,792

22. QR Codes Offer Mobile Engagement Mechanism
 Awareness and use of QR or bar codes in Europe is growing, with Germany leading the
way in penetration.
%
of
Smartphone
Users
Scanning
QR/Bar
Code
14.9
13.2
12.5
12.1
10.0
9.6
EU5
DE
UK
FR
ES
IT
Product: MobiLens
Data: Three month average ending October 2011
© comScore, Inc. Proprietary and Confidential. 28 Country: EU5, N= 67,792

23. The Smartphone Acts as a Bridge Between Different Types of Media
 QR Codes are mostly scanned while
 45.2% of QR Codes scanned are found being at home, with a 58.7% reach
in printed magazines or newspapers.
among Smartphone owners who
 Mobile successfully reaches different scanned a QR Code
type of media; 7.0% of all QR Codes 11.9 Million
Smartphone  Retail Stores take second position with
scanned are even seen on TV!
owners 24.4%
scanned QR
Code
Location When Scanning QR
Source of QR Code Scanned
Code
Printed magazine or
newspaper
45.2%
At home 58.7%
Product packaging 32.8%
Retail store 24.4%
Website on PC 29.7%
Outside or on public
transit
21.3%
Poster or flyer or kiosk 24.3%
Grocery store 18.5%
Business card or brochure 11.3%
Storefront 9.3% At work 18.4%
TV 7.0% Restaurant 6.4%
0.0% 20.0% 40.0% 60.0% 0.0% 20.0% 40.0% 60.0% 80.0%
% Scanned QR Code with Smartphone % Scanned QR Code with Smartphone
Product: MobiLens
Data: Three month average ending October 2011
© comScore, Inc. Proprietary and Confidential. 29 Country: EU5, N= 67,792

24. Deal-A-Day Conquers Mobile in Europe
 10.1% of EU5’s Smartphone owners used deal-a-day services in
October 2011, which accounts for almost 10 million consumers.
 21.6% of deal-a-day users accessed the service almost every day.
 Groupon is by far the most popular brand among deal-a-day users
with 57.5% reach.
Frequency of Using Deal-a-Day Top 5 Deal-a-Day % Reach Among
50.0% Brands Deal-a-Day Users
44.7%
% Smartphone Owners Using Deal-a-
45.0%
40.0% Groupon 57.5%
33.7%
35.0%
30.0%
25.0% 21.6% LivingSocial 17.9%
20.0%
Day
15.0% Groupalia 16.9%
10.0%
5.0%
0.0% Daily Deal 6.1%
Almost every day At least once each Once to three
week times throughout
the month Gilt Groupe 5.6%
Product: MobiLens
Data: Three month average ending October 2011
© comScore, Inc. Proprietary and Confidential. 30 Country: EU5, N= 67,792

25. Takeaways
© comScore, Inc. Proprietary and Confidential. 31

26. Takeaways
 The smartphone and tablet audience continues to grow rapidly
– Consumers are willing and able to engage in connected media
– Early days in terms of tablets as mass media device
 Connected devices offer constant, personalised access to content
– Used throughout the day
– Ever increasing mobile media user base
 Mobile retail and transaction is a reality
– Connected devices enable engagement online & bricks-and-mortar locations
– Use mobile to stimulate transactions
 Apple’s iOS is a good bet as a target platform for services
– Users have a high propensity to consume media
– Currently represents the highest volume platform for connected devices
– However, Android based device users show similar characteristics
 Consider the market carefully – how will you reach your target
audience?
– The reality as revealed by measurement is often different from intuition
© comScore, Inc. Proprietary and Confidential. 32

27. Thank you
Jeremy Copp
jcopp@comscore.com