Did you know that over 404 million Europeans were online in September 2012 or how many people actually use smartphones and tablets? And what do Europeans do during a typical “online” day? Berit Block presents some key trends in the European digital landscape

1. LOOKING AT THE
NUMBERS –
DIGITAL IN 10 MINUTES
BERIT BLOCK | SNR. MARKETING AND COMMUNICATIONS
MANAGER
14 November 2012
Follow @comScoreEMEA

2. Key Trend #1
ALWAYS ON
© comScore, Inc. Proprietary. 2

3. Key Trends:
The European Digital Day
© comScore, Inc. Proprietary. 3 Source: comScore MMX, Europe, June 2012, 15+

4. Key Trend #2
SOCIAL
© comScore, Inc. Proprietary. 4

5. Key Trends:
Digital Wouldn’t be the Same Without Social Media
1 in 4 minutes is spent on
Social Networking
© comScore, Inc. Proprietary. 5 Source: comScore MMX, Europe, June 2012, 15+

6. 2 in 3 minutes on social networking
sites are spent on Facebook
1 in 7 minutes spent online
are spent on Facebook
Source: comScore MMX, Europe, May 2012, 15+

7. Social is Becoming More Visual
18x 9x Growth 39x Growth vs 2011
Growth vs vs 2011
22.1 million users
2011 5.9 million
6.0 million users
users
© comScore, Inc. Proprietary. 7

8. Key Trends:
Social Goes Mobile
Top 10 Smartphone Categories by Growth
24,961
social networking check-in service 9,867 +153%
20,594
online retail 10,677 +93%
17,347
electronic payments 9,108 +90%
# Unique Users (000)
31,631
general reference 16,818 +88%
28,413
bank accounts 15,520 +83%
48,698
instant messaging 26,651 +83%
22,442
food, recipes, cooking tips 12,365 +81%
14,661
credit cards 8,189 +79%
60,466
weather 33,990 +78%
11,190
health information 6,315 +77%
0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 % YoY
Growth
June 2012 June 2011
Source: comScore MobiLens, EU5, 3 month average ending June 2011 vs June
© comScore, Inc. Proprietary. 8 2012, 13+

9. Key trend #3
MOBILE
© comScore, Inc. Proprietary. 9

10. Key Trends:
Smartphones – Would you Leave the House Without?
The penetration of smartphones
in EU5 grew from 40% in 2011 to
54% in September 2012
Googles’s….
Google Goes for Gold: smartphone
platform market share grew from
26% in 2011 to 46% in 2012
* Source: comScore MobiLens, EU5, 3 month average ending September 2011 vs
© comScore, Inc. Proprietary. 10 September 2012, 13+

11. Key Trends:
Small Screens Make a Big Impact
†
© comScore, Inc. Proprietary. 11 Source: comScore Device Essentials, Europe, June 2012

12. Key Trends:
Tablets a Phenomenon
Percentage of Smartphone Audience also
Owning a Tablet
14.1%
7.6%
June 2011 June 2012
* Source: comScore MobiLens, EU5, 3 month average ending June 2011 vs June
© comScore, Inc. Proprietary. 12 2012, 13+

13. Key trend #4
SHOPPING
© comScore, Inc. Proprietary. 13

14. Key Trends:
Shopping Online is ‘Normal’
Quick facts:
• 314.5 Million Europeans Visited Retail Sites
• 8% Year on Year Growth
• 1 in 3 European Online Shoppers Visit Amazon
17.1 million European smartphone
shoppers
Source: comScore MMX, Europe, September 2012, 15+
© comScore, Inc. Proprietary. 14 comScore MobiLens EU5, 3 month average ending September 2012, 13+

15. Key Trends:
Smart(phone) Shopping
Shopping Activities with Smartphone
Found store location 19.2%
Compared product prices 15.8%
Researched product features 15.0%
Made shopping lists 13.4%
Found coupons or deals 13.2%
Purchased goods or services 12.9%
Checked product availability 10.9%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0%
% of all Smartphone Owners
© comScore, Inc. Proprietary. 15 Source: comScore, MobiLens, EU5, 3 month average ending June 2012, 13+

16. Key Trends:
Mobile Commerce is Getting Serious
More than 1000€ 1.6%
501€ - 1000€ 8.1%
301€ - 500€ 12.9%
101€ - 300€ 32.3%
21€ - 100€ 36.4%
Less than 20€ 8.6%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%
% Made Purchase with Smartphone
© comScore, Inc. Proprietary. 16 Source: comScore MobiLens, EU4, 3 month average ending June 2012, 13+

17. *Changing Habits
*Social
*Mobile
*Shopping

18. Thank you
BERIT BLOCK bblock@comscore.com www.comscore.com
@comScoreEMEA
In Stockholm: GERBEN BOOT (gboot@comscore.com)