Highlights of 2010, and Looking Ahead to 2011

comScore Europe - Mobile Year in Review

10 March 2011
Jeremy Copp, VP Mobile Europe - comScore
Alex Kozloff, Mobile Manager - IAB UK
2 comScore, Inc. Proprietary.
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Copy Testing
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Mobile Audience Measurement
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User Analytics
Advertising Analytics
Mobile Analytics
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V0910
4 comScore, Inc. Proprietary.
GSMA MMM
Behavioural media
measurement
Complexity and fragmentation of mobile market requires an array of data sources
and methodologies for a 360 view



Ad Metrix Mobile
Mobile Ad Tracking
Tools
Mobile Metrix
Smartphone Meter Panel
Network Census
Network Log Analysis
MobiLens
Market Tracking via
Intelligent Online Survey
Site & App Census
Mobile Web, App &
AdNet Tagging
comScore Mobile Measurement Methodologies
5 comScore, Inc. Proprietary.
Agenda
Mobile Landscape in Europe and the UK
Smartphone Trends
Mobile Media
Market Adoption
Content Consumption
User Behaviour

IAB UK Research Finding
Key Trends for 2011
6 comScore, Inc. Proprietary.
The EU5 Mobile Universe - Overview
comScore MobiLens, 3-month-av., ending December 2010, mobile users 13+
Total EU5 Mobile Universe: 233,500,000

Vodafone,
19%
other, 15%
Telefonica
(O2;
Movistar),
15%
France
Telecom
(Orange), 15%
Deutsche
Telekom (T-
Mobile), 8%
Telecom Italia
(TIM) , 7%
SFR , 6%
Wind, 5%
Bouygues ,
4%
Hutchison
Whampoa (3) ,
3%
Virgin Media ,
2%
KPN (E-Plus) ,
1%
Operator Share
Nokia, 35%
Samsung,
22%
Sony
Ericsson ,
11%
LG, 8%
other , 8%
Apple , 6%
Motorola,
4%
RIM, 3%
HTC
Branded
Devices, 3% , 0
OEM Share
Smartphone,
31%
Not
Smartphone,
69%
7 comScore, Inc. Proprietary.
Nokia Top OEM in Most Markets
comScore MobiLens, 3-month-av., ending December 2010, mobile users 13+
8 comScore, Inc. Proprietary.
Top 10 Devices EU5 - Installed Base
comScore MobiLens, 3-month-av., ending December 2010, mobile users 13+
1. Nokia - 5800 XpressMusic

5,287,879
2. Apple - iPhone 3G S 16GB

2,789,793
3. Nokia - 6300

2,598,667
4. Apple - iPhone 4 16GB

2,520,693
5. Nokia - 5230

2,219,925
6. Nokia - 2330 Classic

2,131,944
7. RIM - BlackBerry Curve
8520
2,048,244
8. Apple - iPhone 3G S 32GB

1,982,018
9.LG - Cookie KP500

1,876,758
10. Samsung - Player One

1,814,913
9 comScore, Inc. Proprietary.
Smartphones Take Over Europe
comScore MobiLens, 3-month-av., ending December 2010, mobile users 13+
10 comScore, Inc. Proprietary.
More Smartphones than Non Smartphones Sold From November 2010
In December 2010, 50.8% of newly acquired devices were Smartphones. November 2010 was the first
time that Smartphones made up the majority of newly acquired devices.
The desire for feature phones as new devices is declining: acquisitions of Smartphone's are up 69.7%
whilst non-Smartphone acquisitions are down 23.4% year-on-year.

Product: MobiLens
Data: Three month average ending December 2010
Country: EU5, N= 69,003
31.8%
50.8%
68.2%
49.2%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10
%

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New Devices Acquired by Type
Smartphone Not Smartphone
11 comScore, Inc. Proprietary.
Google and Apple Smartphone Operating Systems Experienced
Substantial Growth, although Symbian Still Leads the Way
8,679
14,547
6,251
166
34,702
6,615
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Google Apple RIM Palm Symbian Microsoft
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Year-over-Year Change in EU5 Smartphone OS Users (in 000)
Dec-2009 Dec-2010
+951%
+115%
+65%
+34%
+12%
-2%
comScore MobiLens, 3-month-av., ending December 2010, mobile users 13+
12 comScore, Inc. Proprietary.
Agenda
Mobile Landscape in Europe and the UK
Smartphone Trends
Mobile Media
Market Adoption
Content Consumption
User Behaviour

IAB UK Research Finding
Key Trends for 2011
13 comScore, Inc. Proprietary.
3G Device Ownership and Smartphone Adoption Drives Mobile Media
Usage
comScore MobiLens, 3-month-av., ending December 2010, mobile users 13+
14 comScore, Inc. Proprietary.
Shift in Mobile Market Segments
46% of UK mobile users connect to the Internet




comScore MobiLens, 3-month-av., ending December 2010, mobile users 13+
Mobile Media,
37.2%
SMS (and not
mobile media),
49.3%
Just Voice,
13.5%
Mobile Market Segments - EU5
Mobile Media
46%
SMS and not
mobile
media)
46%
Just Voice
8%
Mobile Market Segments - UK
15 comScore, Inc. Proprietary.
Still More Browsing than Using Apps
comScore MobiLens, 3-month-av., ending December 2010, mobile users 13+
35%
28%
40%
29%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
UK
EU5
UK
EU5
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% Total Market
Browser & Application Usage EU5 vs UK
Source: comScore MobiLens, December 2010
16 comScore, Inc. Proprietary.
Auction Sites Witnessed the Largest Growth Across Europe in 2010
comScore MobiLens, 3-month-av., ending December 2010, mobile users 13+
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
Auction
Sites
Shopping
Guides
General
Reference
Online
Retail
Women's
Magazine
Content
Social
Networking
Television
Guides
Men's
Magazine
Content
Real Estate
Listings
Classifieds
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Top Mobile Categories EU5 by YoY-Growth
Dec-09 Dec-10
+ 86%
+ 82%
+ 80%
+ 79%
+ 76%
+ 75%
+ 71%
+ 71%
+ 71%
+ 70%
17 comScore, Inc. Proprietary.
Facebook Most Engaging Mobile Site in UK
comScore, GSMA MMM, December 2010, mobile browsing
18 comScore, Inc. Proprietary.
IM and Social Networking Attract Young Audience
comScore MobiLens, 3-month-av., ending December 2010, mobile users 13+
Social Networking
Maps
Weather IM
Personal Email
News
Search
Photo or Video Sharing
Service
Sports Information
Television Guides
15%
20%
25%
30%
35%
40%
45%
50%
27.0 28.0 29.0 30.0 31.0 32.0 33.0 34.0 35.0 36.0 37.0
%

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Median Age
Demographic Profile Mobile Owners by Application Genre
Size of bubbles = % of the market
Higher on chart = More female
Further to right = Older

19 comScore, Inc. Proprietary.
Agenda
Mobile Landscape in Europe and the UK
Smartphone Trends
Mobile Media
Market Adoption
Content Consumption
User Behaviour

IAB UK Research Finding
Key Trends for 2011
MOBILE & THE MEDIA DAY
AN IAB UK RESEARCH STUDY
Objectives & Methodology
Objectives
Understand the level of usage of mobile media by daypart
Measure cross media usage with mobile
Examine why people are using mobile media

Methodology
Media diary, 500 respondents per day with 6 dayparts
All users of mobile media
mobile users who browse the mobile internet, use applications or
download content
Sample weighted to comScore demos
6 Online group discussions




Mobile media usage peaks 6-9pm
2
2.2
2.4
2.6
2.8
3
3.2
3.4
3.6
3.8
4
6-9am 9am-12pm 12-3pm 3-6pm 6-9pm 9pm-12am
Average number of mobile media
usage occasions
18
total mobile
media usage
occasions per
day
Source: AB's Mobile & the Media Day Study, Jan 2011
Base: Average of 500 respondents, over 7 days
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Mobile internet is the dominant
method of access
0% 10% 20% 30% 40% 50% 60% 70% 80%
Internet browser
App downloaded to your phone
Link via email
Shortcode
Source: IAB's MobiIe & the Media Day Study, Jan 2011
Base: Average of 500 respondents, over 7 days
What mechanisms did you use to access mobile media?
% of people used in week
Most multi tasking happens after 6pm
0%
10%
20%
30%
40%
50%
60%
6-9am 9am-12pm 12-3pm 3-6pm 6-9pm 9pm-12am
None
PC/laptop
Radio
Newspaper/magazine
TV
Source: AB's Mobile & the Media Day Study, Jan 2011
Base: Average of 500 respondents, over 7 days
What other media, if any, did you use / view at the same time as you were using mobile media?
%

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But mobile holds consumer attention-
for the most part
20
25
30
35
40
45
50
6-9am 9am-12pm 12-3pm 3-6pm 6-9pm 9pm-12am
mobile media
TV
Newspaper /
magazine
Radio
PC / laptop
Source: IAB's MobiIe & the Media Day Study, Jan 2011
Base: Average of 500 respondents, over 7 days
Can you score each media in terms of your attention level out of a total of
100.
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Mobile the response mechanism
40%
agree they often use their
mobile if they see an
interesting ad
In Easy Living this
month there was a
dinner plate set featured
so I used my mobile to
look it up on the supplier
website and purchase it.
Katie Y

Source: AB's Mobile & the Media Day Study, Jan 2011
Base: Average of 500 respondents, over 7 days
4 Implications
1. Consumers are using mobile media as part of their daily
routine. Having a mobile presence is a hygiene factor.

2. Mobile presents brands with different opportunities
throughout the day- make sure your offering fits with what
consumers need.

3. Brands need to ensure their site works on mobile, LWV
become part of good customer service

4. Mobile should be considered in all advertising campaigns as
a potential response mechanism




Source: IAB's MobiIe & the Media Day Study, Jan 2011
Base: Average of 500 respondents, over 7 days
28 comScore, Inc. Proprietary.
Agenda
Mobile Landscape in Europe and the UK
Smartphone Trends
Mobile Media
Market Adoption
Content Consumption
User Behaviour

IAB UK Research Finding
Key Trends for 2011
29 comScore, Inc. Proprietary.
2010 - A Game Changing Year
Increasingly advanced devices were introduced to the market
Factors enabling mobile media usage, such as smartphone
adoption and unlimited data plans grew
Mobile content options continued to increase with an ever-growing
library of applications paired with improvements to the mobile
browsing experience

30 comScore, Inc. Proprietary.
Keep an Eye on M-COMMERCE
Expect to see continued growth in the use of mobile devices to
obtain real-time price and product information
Likelihood that the information obtained will drive some of that
buying activity to occur online
Although in its infancy in European markets and the UK, mobile
wallet capabilities, using mobile phones in place of debit or credit
cards for in-person purchases, are beginning to come onto the
scene
For instance in early 2011, Starbucks announced that customers in
thousands of locations can now pay for items with their phones
via an application that can be scanned across a reader at check
out
31 comScore, Inc. Proprietary.
Keep an Eye on MOBILE MARKETING/ADVERTISING
Still in its infancy, mobile advertising will become an increasingly
important component of the mobile landscape
Growing number of mobile media users and the rise in daily usage
opens a large opportunity for advertisers
There are many layers to mobile marketing, from banner
advertising to in-app ads, as well as targeted or location-based
services, such as SMS or push notifications
In order to establish the mobile channel as a legitimate advertising
medium, all parties require access to transparent measurement of
the mobile ecosystem
32 comScore, Inc. Proprietary.
Keep an Eye on MULTI-SCREEN CONSUMPTION
33 comScore, Inc. Proprietary.
2011 - Even More Changes Ahead
Introduction of new devices to the market, including tablets, e-readers and
increasingly sophisticated smartphones
We expect that at least half of all mobile users will have access to mobile
media, largely driven by growing adoption of smartphones
Identifying the synergies that exist between all consumer touch points -
traditional PC internet, mobile media (via app and browser), tablets, etc. will
be of critical importance to marketers

34 comScore, Inc. Proprietary.
Explore the comScore Datamine, www.comscoredatamine.com
35 comScore, Inc. Proprietary.

Questions?



Jeremy Copp
VP Mobile, comScore Europe
jcopp@comscore.com
Alex Kozloff
Mobile Manager, IAB UK
alex@iabuk.net