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Mobile Media Users (mobile browsers, application users and content downloader’s) in Europe grew 24%
Year on Year - almost 15.3 million extra in June 2010 than in June 2009.
35% 34%
30%
28%
25%
% Market
20%
15%
10%
5%
0%
Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10
A quarter of EU5 mobile owners browse the mobile internet – over 18 million extra mobile internet users
in June 2010 compared to June 2009, 43% growth.
Don’t believe the hype: 75% of mobile phone owners are not application users.
Social networking users are showing the highest gains with 100% YoY growth.
12.7% are using IM and users are growing 43.8% YoY.
Mobile Internet Trends
30.0%
25.9%
25.0% 25.0%
20.0%
19.1%
% Market
15.0% 14.9%
12.7%
10.0%
5.0%
0.0%
Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10
Used Application (except native games) Used Browser IM Email (work or personal) Social Networking
Product: MobiLens
Data: Three month average ending June 2010
© comScore, Inc. Proprietary and Confidential. 4 Country: EU5- N= 68,658
Ringtones, ringback tones and graphics are not growing
4.0% 4.0%
3.9%
3.8%
3.5%
3.0%
2.8%
% Market
2.5%
2.5%
2.0% 2.0%
1.5% 1.7%
1.0%
0.5%
0.0%
Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10
Product: MobiLens
Data: Three month average ending June 2010
© comScore, Inc. Proprietary and Confidential. 5 Country: EU5- N= 68,658
Overview
Two of the market enablers (smartphones and 3G devices) are now firmly entrenched in the market.
The most important enabler, unlimited data plans, still has limited penetration in EU5 (6.7%) however it
did grow 80.0% year on year.
25.0% 25.7%
20.0%
15.0% 18.6%
10.0%
6.7%
5.0%
3.8%
0.0%
Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10
Product: MobiLens
Data: Three month average ending June 2010
© comScore, Inc. Proprietary and Confidential. 7 Country: EU5- N= 68,658
Overview
Almost 41% of mobile internet users search. In comparison , 80-100% of PC Internet browsers use
search, depending on the EU country.
The mobile internet is as much about connecting with friends and family as it is about news and info.
Pattern is the same both in the US and Europe.
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0%
Product: MobiLens
Data: Three month average ending June 2010
© comScore, Inc. Proprietary and Confidential. 9 Country: EU5- N= 68,658
Most popular apps are the same either side of the Atlantic
8.0%
7.0%
Proportion Total Users
6.0%
5.0%
4.0% EU
US
3.0%
2.0%
1.0%
0.0%
Maps Social Weather Search News Photo Sports Info TV Guide Ent News Traffic
Networking Sharing
Product: MobiLens
Data: Three month average ending June 2010
© comScore, Inc. Proprietary and Confidential. 10 Country: US – N=32,009 + EU5 - N= 68,658
More differences in ranking of brands accessed by apps in EU vs US
10.0%
Proportion Total Users
8.0%
6.0%
4.0% EU
US
2.0%
0.0%
Product: MobiLens
Data: Three month average ending June 2010
© comScore, Inc. Proprietary and Confidential. 11 Country: US – N=32,009 + EU5 - N= 68,658
US lagging behind Europe on mobile music uptake
The number of people listening to music on their mobile phone in the US is almost half the penetration in
Europe.
There are also slightly less people downloading music directly to their mobile devices in the US. In EU5
momentum is building with 45% growth in the number of people downloading music over the air (OTA).
% YoY Change
% Market
% Market
14% 1.2% 30%
15%
1.0% 25%
0.8% 23% 20%
10%
0.6% 15%
5% 0.4% 10%
0.2% 5%
0% 0.0% 0%
EU 5 US EU 5 US
Downloaded Music Direct to Device % YoY-Growth
Product: MobiLens
Data: Three month average ending March 2010
© comScore, Inc. Proprietary and Confidential. 12 Country: EU5 N= 68,658 + US N=32,009
Overview
Younger demographics create their own ringtones, use social networking services and listen to music
(web 2.0 type services).
Mobile Internet services (browsing, apps and e-mail) skew 60-65% male.
Mobile Media
45% Listened to Music
Email
40%
Ringtone Used Browser
Social Networking Unlimited Data Plan
35%
Used App
30%
25%
28 29 30 31 32 33 34 35
Median Age
Product: MobiLens
Data: Three month average ending June 2010
© comScore, Inc. Proprietary and Confidential. 14 Country: EU5- N= 68,658
iPhone application genres fall into expected demographic groups
10%
28 29 30 31 32 33 34 35 36
Median Age
Product: MobiLens
Data: Three month average ending June 2010
© comScore, Inc. Proprietary and Confidential. 15 Country: EU5- N= 68,658
Nokia leads European handset market share in mobile media users
Although the iPhone gains a large amount of hype, it still only represents 4.8% of total mobile owners in
EU5 and 13.3% of all mobile media users.
* Total device owners market share in bold, mobile media market share numbers in red.
OEM Market Share for Total Market and Mobile Media Users
40.0% 35.0%
36.0%
35.0% 30.8% 30.0%
30.0%
20.8% 20.0%
20.0% 17.3%
15.0%
15.0% 12.6% 13.3%
11.3%
7.9% 10.0%
10.0%
7.6%
5.6% 4.8%
5.0% 5.2% 5.0%
2.9% 2.2% 1.6%
0.4%
0.0% 0.0%
Nokia Samsung Sony Ericsson LG Motorola Apple RIM Sagem
Product: MobiLens
Data: Three month average ending June 2010
© comScore, Inc. Proprietary and Confidential. 16 Country: EU5- N= 68,658
Symbian losing smartphone market share to Apple, Android & RIM
Whilst the number of European smartphone owners has increased 40.2% YoY there has been significant
changes in the share by operating system. Symbian based handsets still command a 55% market share.
Over this period Apple has grown share to almost 18.8%, from 9.7%. Microsoft has dropped from 15% to
11.8%.
Although Android has very low penetration, it has rapidly grown to represent 5.1% of smartphone owners
in the EU5.
Smartphone Share Trend
80.0%
70.0%
% Smartphone Owners
60.0%
55.4%
50.0%
40.0%
30.0%
20.0% 18.8%
11.8%
10.0% 8.6%
5.1%
0.0%
Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10
Product: MobiLens
Data: Three month average ending June 2010
© comScore, Inc. Proprietary and Confidential. 17 Country: EU5- N= 68,658
The Droids Are Coming: Growth in Android Penetration Outstripping
Apple and RIM
Even though Apple has a bigger market share and has more devices in use, Android has shown a
dramatic growth in the last quarter.
While Apple device usage grew 70.2% year on year, Android rockets with a 1,329% year-on-year growth
25.0%
% of Smartphone purchases
22.6%
20.0%
19.7%
15.8%
15.0%
10.0% 10.5%
6.8%
5.0%
1.6%
0.0%
Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10
Product: MobiLens
Data: Three month average ending June 2010
© comScore, Inc. Proprietary and Confidential. 18 Country: EU5- N= 68,658
Overview
40% Motorola
Sony Ericsson
Nokia
35% Apple
30%
Android
25%
27 29 31 33 35 37 39 41 43
Median Age
Product: MobiLens
Data: Three month average ending June 2010
© comScore, Inc. Proprietary and Confidential. 20 Country: EU5- N= 68,658
Mobile content still the most popular sector for advertising in the UK
Mobile content and publishing accounts for 60% of mobile advertising campaigns
The industry shows signs of maturing with growth in the proportion of campaigns from financial
institutions and consumer discretionary spending brands – up to 25% from 11% last year.
15% 11%
6% 10% 15%
5%
10%
3%
63% 60%
The number of products advertised is not growing as fast as the number of users browsing
Mobile advertising industry needs consistent metrics and simplified trading exchanges to take advantage
of explosion in inventory
450 12,000,000
400 11,000,000
350
10,000,000
300
250 9,000,000
200 8,000,000