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CLINIC:

   Mobile!




Module 1!
             Jeremy Copp!
                    comScore, Inc.!
The Mobile Landscape in Europe
L2 Clinic Mobile - 24 January 2012




Jeremy Copp, Vice President Mobile Europe
jcopp@comscore.com, +44 7876 567742
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
Mobile Landscape
Devices & Platforms
From Phones Towards Connected Devices




            © comScore, Inc. Proprietary and Confidential.   10
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
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
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
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
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
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
Mobile Media
Content Consumption
Usage Patterns




             © comScore, Inc. Proprietary and Confidential.   17
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
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
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
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
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
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
Mobile Commerce
Engagement
Behaviour
Transactions




           © comScore, Inc. Proprietary and Confidential.   24
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
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
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
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
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
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
Takeaways




            © comScore, Inc. Proprietary and Confidential.   31
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
Thank you




Jeremy Copp
jcopp@comscore.com

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Mobile2012 L2 Think Tank

  • 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