Seminar Web Goes Mobile 4 - presentation by Alistair Hill, Comscore

1. Web Goes Mobile SeminarBrussels - 19 Nov 2009 comScore Mobile Alistair Hill, Senior Product Manager & Analyst

2. THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™

3. Agenda Mobile Media Overview Mobile Internet and Advertising Apps Consumption Overview Mobile Census (MMM)

4. 33% (15.7 million) of Mobile Users Browse, Use an Application or Download - Mobile Media Users The number of users who just use voice shows or have used SMS but not mobile media has declined 5% year on year. Product: MobiLens Data: Three month average ending June 09 Country: UK - N= 13,997

5. Mobile Media Users (Mobile Browsers, Application Users and Downloader's) Growing 17% Year on Year Product: MobiLens Data: Three month average ending June 09 Country: UK - N= 13,997

6. There Are Many Services Available on Mobile Devices, Ranking Their Popularity Gives Context. Top 7 activities all relate to SMS, messaging and camera. Product: MobiLens Data: Three month average ending June 09 Country: UK - N= 13,997

7. Different Services are Used by Different Demographics.Mobile Media Users Older and More Female Than Many Think Younger demographics create their own ringtones, use social networking services, listen to music and watch on-demand video (web 2.0 type services). Mobile internet services (browsing, apps and e-mail) skew 60-70% male. Unlimited data plan subscribers average age 34. Product: MobiLens Data: Three month average ending June 09 Country: UK - N= 13,997 Higher on chart = more female Further to right = older Size of bubbles = # of users

8. There are 627 Separate Devices Being Used to Access Mobile Media in the EU5 Top 6 devices represent 15% of mobile media users, top 20 devices – 35%. There is an extremely long tail. Although the iPhone gains a large amount of publicity it currently represents 6% of mobile media users. Nokia has 28%, Sony Ericsson 24% and Samsung has 16% of mobile media users. Product: MobiLens Data: Three month average ending June 09 Country: UK - N= 13,997

9. Agenda Mobile Media Overview Mobile Internet and Advertising Apps Consumption Overview Mobile Census (MMM)

10. Mobile Internet Services Booming Device technology, data speeds (3G) and data plans enable the mobile internet to take off, content and services drive up-take. News/info via applications shows highest annual growth rate at 117% year on year, closely followed by social networking at 113%. Product: MobiLens Data: Three month average ending June 09 Country: UK - N= 13,997

11. Mobile Internet Users Younger than PC Internet Users Mobile social networkers have the most even gender split amongst all groups shown. This provides an indication that mobile social networking may help to move mobile internet services out of early adopter mode. Product: MobiLens + Media Metrix Data: Three month average ending June 09 Country: UK - N= 13,997

12. Information Snacking Genres Dominate Mobile Browsing with Search the Entry Point. Local information also prominent, e.g. weather, maps, movie listings, business directories, etc. Financial services (bank accounts) starting to emerge. Product: MobiLens Data: Three month average ending June 09 Country: UK - N= 13,997

13. Retail Via the Mobile Internet Starting to Gain Traction Product: MobiLens Data: Three month average ending August 09 Country: UK - N= 15,517

14. 46% of Mobile Owners Receive an SMS Adverts Although the largest industries for SMS advertising are related to mobile products the growth is coming ‘traditional’ industries, e.g. Fashion, Travel and Restaurants. Product: MobiLens Data: Three month average ending June 09 Country: EU5 - N= 64,518

15. Mobile Banner Advertising – Brand Snapshots Brand: Walkers Crisps Publishers: Campaign ran across 7 separate mobile sites, including 2 operator portals. Creatives: 94 separate creatives (includes different banner sizes). Brand: Adidas Publishers: 2 Campaigns ran across 3 different sites, Goal.com, Sky Mobile and Vodafone Live. Creatives: 41 separate creative (including different banner sizes). Product: Ad Metrix Mobile Data: June 09 Country: UK

16. Automotive Provides the Top Non-Mobile Sector for Mobile Banner Adverts Of the 422 products that were seen being advertised using mobile banner adverts 13% were from non-mobile sectors. Product: Ad Metrix Mobile Data: June 09 Country: UK

17. Agenda Mobile Media Overview Mobile Internet and Advertising Apps Consumption Overview Mobile Census (MMM)

19. Top Apps for News and Info Show: Maps and Weather Prominent The amount of local services being used helps to show the potential for using mobile as a marketing channel for local business, e.g. local listings, search in maps, etc. Product: MobiLens Data: Three month average ending July 09 Country: FR- N= 11,862 % of News & Info Apps Users

20. Top 20 Applications downloaded – Overall France Only – July 2009 Data

21. comScore iTunes Benchmarker identifies trends in Category Usage as well as Free/Paid Apps Over 73% of iTunes App Users have downloaded a Free Game US Only - June 2009 Data

22. New iTunes Apps Store Tracker Shows Top Apps Downloaded by iPhone and iPod Touch Users per Genre Games Entertainment Utilities Music Pac-Man Lite, Backgrounds, Flashlight, and Pandora Radio were the top applications in the 4 most popular categories. US Only - June 2009 Data

23. Agenda Mobile Media Overview Mobile Internet and Advertising Apps Consumption Overview Mobile Census (MMM)

24. GSMA Mobile Media Metrics results from Feasibility Study: Mobile Operator Sites accessed by 68% of mobile Internet audience in Dec 08. 167,648 mobile internet sites were measured in the Feasibility Study.

25. Facebook: More Mobile Visits, Slightly Longer Online Sessions Facebook usage is surprisingly similar on mobile and PC mobile users spend 24 minutes on facebook, average 3.3 visits per day. PC users spend 27.5 minutes per day; average 2.3 visits.

26. Metered Panel Person centric panel of 2minternet users across 138 countries covering site traffic, search, banner advertising, video, extended web, media planning Next Generation Media Measurement Server Census Site centric traffic of leading sites via beaconing for hybrid methodology with panel measurement to create Media Metrix 360 Media Metrix 360 Online Mobile Site census Wi-Fi traffic linked to GSMA Mobile Online GSMA MMM SIM centric census of online mobile subscribers, including site traffic, search, connected apps, banner advertising etc.. (& service messaging) GSMA MMM Demographics from sample of mobile internet users MobiLens Person centric survey of ALL mobile subscribers including operator & handset ownership & satisfaction, + offline mobile usage inc. bluetooth, games, music, photo, sideloading etc.. + online usage of browsing, messaging, video and TV Mobile Offline Survey Sample Network Census

27. Thank You. THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™ For more information, please contact comScore Mobile ahill@comscore.com