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CONNECTED EUROPE
How smartphones and tablets are shifting
media consumption




                               Linda Abraham, CMO comScore
                        René Schuster, CEO Telefónica Germany
Cross-platform consumption has created
a vastly different landscape…

 The Rise of smartphones and tablets

. Apple demonstrated leadership

  Key Players in the fragmented mobile ecosystem

  Mobile Media is booming

  Connected device traffic is gaining share of overall traffic

  Apple’s halo continues to expand with the iPad



…with mobile commerce taking off and
reshaping expectations for the retail industry
THE RISE OF SMARTPHONES

EU5 LEADS THE US




                   Source: comScore MobiLens, EU5 and US, 3 mon. avg. ending Oct 2011
ANDROID GOES MAINSTREAM
TABLETS NOT JUST FOR MOBILE USERS

              Percent of Mobile Owners That Also Own Tablet 
          Source: comScore MobiLens, 3 mon. avg. ending Oct 2011 


 EU5                                                         6.6% 



  ES                                                                   8.8% 



  IT                                                           6.9% 



  FR                                                          6.8% 



 UK                                                  6.2% 



  DE                                         5.4% 
APPLE ECOSYSTEM TAKES TOP SPOT FOR
TOTAL DEVICES IN USE
                                        OS Market Share Audience  
                       Source:  comScore MobiLens, EU5, 3 mon. avg. ending Oct 2011

                       Other  
                        4%  Microsoft 
                               5%                                  Apple iOS  


                               RIM                            Google Android 
   Apple                       8% 
    30% 
                                                                    Symbian  


                                                                         RIM                      Smartphones  

                                  Symbian                                                         Tablets 
                                    26%                             Microsoft 


                                                                                                  Other Devices (iPod Touch) 
                                                                       Other  
            Android 
             27%                                                                 0    10,000      20,000  30,000     40,000 
                                                                                                Users (000) 
MOBILE MEDIA CONSUMPTION ON THE UP
MOBILE LEADS BUT TABLETS GAINING STEAM
TABLET USAGE SPIKES AT NIGHT
APPLE’S HALO CONTINUES TO SHINE WITH THE iPAD




                         Tablet Ownership Amongst Smartphone Owners 
                    Source: comScore MobiLens, EU5, 3 mon. avg. ending Oct 2011
MOBILE RETAIL USAGE IS ACCELERATING
YOUNG MALES DRIVING MOBILE RETAIL

                  Demographic Profile of Mobile Retail Users by Index 
                  Source: comScore MobiLens, EU5, 3 mon. avg. ending Oct 2011 


          Male                                                        125 


       Female                              75 


         13‐17                                                          130 


         18‐24                                                                                 200 


        25‐34                                                                           175 


         35‐44                                                 116 


         45‐54                    58 


           55+      29 

                                        Index of 100 indicates average representation
SMARTPHONES OPEN UP A WHOLE
NEW WORLD FOR CONSUMERS…
              E‐commerce and Related Services Accessed by % of Smartphone Users 
                         Source: comScore MobiLens, EU5, 3 mon. avg. ending Oct 2011 



          Accessed bank accounts                                                         20.3 



            Accessed online retail                                               13.9 



     Accessed electronic payments                                        12.1 



        Accessed shopping guides                                   10.9 



             Accessed credit cards                                10.6 



                  Used deal‐a‐day                                10.1 
... AND BECOMES AN IN-STORE SHOPPING TOOL

               Top Activities Performed in a Retail Store by % of Smartphone Users 
                         Source: comScore MobiLens, EU5, 3 mon. avg. ending Oct 2011 


                         Took picture of a product                                            21.8 

           Texted or called friends/family about a 
                                                                                      14.9 
                          product 

                       Scanned a product barcode                              10.9 


         Sent picture of product to family/friends                           10.1 


                              Found store location                    6.6 


                         Compared product prices                      6.4 


                      Researched product features              4.5 


                           Found coupons or deals          3.9 


                      Checked product availability      2.4 
Connected Europe
Download a complimentary copy of the report
www.comscore.com/connected-europe




Questions? Email worldpress@comscore.com
or reach out on Twitter @comScoreEMEA

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Connected europe smartphones

  • 1. CONNECTED EUROPE How smartphones and tablets are shifting media consumption Linda Abraham, CMO comScore René Schuster, CEO Telefónica Germany
  • 2. Cross-platform consumption has created a vastly different landscape… The Rise of smartphones and tablets . Apple demonstrated leadership Key Players in the fragmented mobile ecosystem Mobile Media is booming Connected device traffic is gaining share of overall traffic Apple’s halo continues to expand with the iPad …with mobile commerce taking off and reshaping expectations for the retail industry
  • 3. THE RISE OF SMARTPHONES EU5 LEADS THE US Source: comScore MobiLens, EU5 and US, 3 mon. avg. ending Oct 2011
  • 5. TABLETS NOT JUST FOR MOBILE USERS Percent of Mobile Owners That Also Own Tablet  Source: comScore MobiLens, 3 mon. avg. ending Oct 2011  EU5  6.6%  ES  8.8%  IT  6.9%  FR  6.8%  UK  6.2%  DE  5.4% 
  • 6. APPLE ECOSYSTEM TAKES TOP SPOT FOR TOTAL DEVICES IN USE OS Market Share Audience   Source:  comScore MobiLens, EU5, 3 mon. avg. ending Oct 2011 Other   4%  Microsoft  5%  Apple iOS   RIM   Google Android  Apple  8%  30%  Symbian   RIM   Smartphones   Symbian   Tablets  26%  Microsoft  Other Devices (iPod Touch)  Other   Android  27%  0  10,000  20,000  30,000  40,000  Users (000) 
  • 8. MOBILE LEADS BUT TABLETS GAINING STEAM
  • 10. APPLE’S HALO CONTINUES TO SHINE WITH THE iPAD Tablet Ownership Amongst Smartphone Owners  Source: comScore MobiLens, EU5, 3 mon. avg. ending Oct 2011
  • 11. MOBILE RETAIL USAGE IS ACCELERATING
  • 12. YOUNG MALES DRIVING MOBILE RETAIL Demographic Profile of Mobile Retail Users by Index  Source: comScore MobiLens, EU5, 3 mon. avg. ending Oct 2011      Male  125      Female   75      13‐17  130      18‐24  200      25‐34   175      35‐44  116      45‐54  58      55+  29  Index of 100 indicates average representation
  • 13. SMARTPHONES OPEN UP A WHOLE NEW WORLD FOR CONSUMERS… E‐commerce and Related Services Accessed by % of Smartphone Users  Source: comScore MobiLens, EU5, 3 mon. avg. ending Oct 2011  Accessed bank accounts  20.3  Accessed online retail  13.9  Accessed electronic payments  12.1  Accessed shopping guides  10.9  Accessed credit cards  10.6  Used deal‐a‐day  10.1 
  • 14. ... AND BECOMES AN IN-STORE SHOPPING TOOL Top Activities Performed in a Retail Store by % of Smartphone Users  Source: comScore MobiLens, EU5, 3 mon. avg. ending Oct 2011      Took picture of a product   21.8      Texted or called friends/family about a  14.9  product      Scanned a product barcode  10.9      Sent picture of product to family/friends   10.1      Found store location   6.6      Compared product prices   6.4      Researched product features  4.5      Found coupons or deals   3.9      Checked product availability  2.4 
  • 15. Connected Europe Download a complimentary copy of the report www.comscore.com/connected-europe Questions? Email worldpress@comscore.com or reach out on Twitter @comScoreEMEA