Over 50 million people in the UK own a mobile phone, with smartphones making up 71% of the market. Samsung is the largest mobile phone manufacturer and Google Android the most popular smartphone operating system. The majority of mobile usage and time spent occurs via apps rather than browsers. Newsbrands such as MailOnline and The Guardian reach over 25 million smartphone users, more than the BBC, with younger people particularly likely to access newsbrands on their phones. Men have a slightly higher tendency than women to read news on smartphones.

1. Newsbrands and mobile phones
1

2. 2
Market Overview

3. 3
50.7m people now own a mobile phone in the
UK, the majority of them are smartphones
71%
29%
Smartphone Other
Smartphone penetration
Source: comScore MobiLens, 3 month average ending June 2015

4. 4
20.9
18.2
32.9
10.0
8.5
9.6
O2
Vodafone
EE
3
Tesco
other
Market share of operators (vol %)
Source: comScore MobiLens, 3 month average ending June 2015
EE is the largest operator in the UK

5. 5
27.2
24.8
18.1
6.6
5.0
1.5
3.0
2.2
10.3
Samsung
Apple
Nokia
Sony
HTC
BlackBerry
Motorola
LG
other
Market share of handset manufacturer (vol %)
Source: comScore MobiLens, 3 month average ending June 2015
Samsung is the largest mobile phone
manufacturer

6. 6
52.6
35.1
9.1
2.2
0.8
0.1
Android
Apple
Microsoft
RIM
Symbian
Other
Smartphone
Market share of Smartphone operating systems (vol %)
Source: comScore MobiLens, 3 month average ending June 2015
Google Android is the most popular smartphone
operating system

7. 7
Majority of mobile usage occurs via apps
83%
17%
App Browser
Share of digital media time
Source: comScore Global Mobile Report, July 2015

8. 8
70%
% of mobile phone owners that use connected media
Majority of people are doing
one of the following on their
mobile phone: browse mobile
internet, use applications,
email, stream or download
music, or watch broadcast or
on-demand video
Source: comScore MobiLens, 3 month average ending June 2015
Majority of mobile phone users are using
“connected media”

9. 9
Smartphones are driving the highest portion of
digital media time spent amongst Millennials
28%
17%
Smartphone Other
50%50%
Smartphone Other
40%
60%
Smartphone Other
18 – 34 35-54 55+
Demographics’ share of time spent by platform (%)
Source: comScore Global Mobile Report, July 2015

10. 10
48%
52%
Mobile Platforms* Total Audience
For the UK’s top 100 digital
media properties, almost half
the audience only visits via
mobile platforms.
Digital companies who do not
optimise their experience for
mobile, could potentially be
turning away half their
audience
Average mobile only audience for top 100 digital
properties
Market share of digital platforms vol(%)
Source: comScore Global Mobile Report, July 2015

11. 11
According to data captured by TouchPoints, UK adults
use their smartphones an average of:
Source: IPA TouchPoints5 survey
124 minutes
a day
Smartphone use takes up a significant amount
of time

12. 12
Newsbrands on smartphones

13. 13
25 million of smartphone
users access newsbrands
Source: comScore Mobile Metrix Aug 2015
Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,uk
Times Online, Express.co.uk, Dailystar.co.uk, Financial Times Group
% of people accessing newsbrands on
smartphones
85%
Newsbrands reach 85% of total smartphone
audience

14. 14
23.9m 25.0m
BBC Newsbrands
81% 85%
Source: comScore Mobile Metrix Aug 2015
Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,uk
Times Online, Express.co.uk, Dailystar.co.uk, Financial Times Group
Newsbrands on smartphones reach more than
the BBC

15. 15
92.2 91.0
69.4
18-24 25-34 35-54 55+
86.0
% of Smartphone owners accessing news
Source: comScore Mobile Metrix August 2015
Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,uk
Times Online, Express.co.uk, Dailystar.co.uk, Financial Times Group
Accessing newsbrands through a smartphone is
particularly popular among young people

16. 16
% of users accessing news
on smartphones:
53.2% male
46.8% female
Source: comScore MobiLens, 3 month average ending June 2015
Whave a slightly higher affinity to reading news
on smartphones