The document discusses how connected devices like smartphones and tablets are driving new trends in digital media consumption in Europe. It finds that the installed base of these devices continues to grow rapidly, with platforms led by Android and iOS. Smartphones and tablets now generate a significant portion of online traffic and usage of connected apps and browsing is increasing dramatically. Mobile social networking, search, and shopping are among the most popular mobile activities. The market is predominantly younger males, though smartphone owners in general are becoming more engaged in mobile shopping. Measurement of these trends can help companies understand how to best reach their target audiences.

1. How Connected Devices are Mobilising a New
Revolution in Digital Consumption
Insights into Europe’s Connected Consumer
Jeremy Copp, Vice President Mobile Europe
jcopp@comscore.com, +44 7876 567742

2. Agenda
– Mobile Landscape
 Devices & Platforms
 From Phones Towards Connected Devices
 Mobile Media
 What? Content Consumption
 When? Usage Patterns
 Who? Demographics
 Takeaways
© comScore, Inc. Proprietary and Confidential. 2

3. Mobile Landscape
Devices & Platforms
From Phones Towards Connected Devices
© comScore, Inc. Proprietary and Confidential. 3

4. Smartphones Penetration Continues To Grow in EU5
 The installed based of smartphones has seen a 31% YoY increase in 2011 to 101
million, whereas non-smartphones share has dropped 20% to 136 million.
 The number of Android and Apple smartphones saw huge rises of 302% and 52%
respectively, whilst other platforms lost share.
EU5 Smartphone Penetration Trends
Smartphone
30% Smartphone
Non- Non-
42%
Smartphone Smartphone
70% 58%
Nov 2010 Nov 2011
(233 million) (237 million)
(101 million)
© comScore, Inc. Proprietary and Confidential. 4
Source: MobiLens™. Data based on three month moving
average to Nov 11 for UK, France Germany, Italy & Spain

5. Smartphone Growth throughout Europe
Product: MobiLens
Data: Three month average ending October 2010 vs October 2011
© comScore, Inc. Proprietary and Confidential. 5 Country: EU5, N= 67,792

6. More Than Smartphones: the Tablets are Coming
 A quarter of smartphone owners own a tablet device across EU5 with ownership
highest in the UK.
 iOS leads the tablet market by a clear margin with almost 10 million iPads, followed
by 5 million Android Tablets.
(23%)
(26%)
(24%)
(24%)
(22%)
© comScore, Inc. Proprietary and Confidential. 6
Source: MobiLens™. Data based on three month moving
average to Nov 11 for UK, France Germany, Italy & Spain

7. Mobile Media
Content Consumption
Usage Patterns
Demographics
© comScore, Inc. Proprietary and Confidential. 7

8. Smartphones and Tablets Are Generating More Internet Traffic
Internet Traffic By Device Type
 Non-Computer Devices
Contribute 5% of total Internet
traffic in the EU5
 The biggest component of this
was mobile devices which
drove 3.2% of total digital
traffic followed by tablets
generating 1.4%.
 The UK market showed the
biggest share of non-PC
Internet traffic, with mobile
devices contributing over 5%
and tablets 2%.
© comScore, Inc. Proprietary and Confidential. 8
Source: Device Essentials™. Data based on three month
moving average to Oct 11.

9. Smartphone Adoption Drives Growth in Mobile Media Consumption
 More than 45% of the EU5 mobile audience now use Mobile Media, a growth of 20%
in the past year to more than 106 million people in November 2011.
 The growth in Mobile Media is largely attributed to the increase in Smartphone
adoption who were 70% more likely to use connected media.
Total Users of Connected Media EU5
Non- Non-
Smartphone Smartphone
44% 28%
Smartphone Smartphone
56% 72%
Nov 2010 Nov 2011
(85 million) (106 million)
Mobile Media User = Used browser, application, native email, stream or download music (76 million)
and broadcast or on demand video (does not include SMS)
© comScore, Inc. Proprietary and Confidential. 9
Source: MobiLens™. Data based on three month moving
average to Nov 11 for UK, France Germany, Italy & Spain

10. PCs for Lunch, Tablets for Dinner on Weekdays
 Most tablet activity was observed in the late evening between 9pm and 11pm.
 Otherwise mobile and tablet consumption patterns were similar with mobile traffic showing
peaks during typical commuter travel hours (around 9am and 6pm).
 Computer-based traffic had its highest relative consumption during typical office hours,
spiking around lunchtime.
Product: Custom Analytix
Data: 7 December 2011
© comScore, Inc. Proprietary and Confidential. 10 Country: EU5

11. Weekend Activity Closely Aligned
 Usage patterns of all three devices align more closely with one another at weekends.
 Two spikes occurred on the Saturday analysed at around 11am and 6pm.
Product: Custom Analytix
Data: 10 December 2011
© comScore, Inc. Proprietary and Confidential. 11 Country: EU5

12. Search & Social Networking Most Popular Media Genres
 Around 65% of smartphone owners use connected applications and browse the web.
 Browser still the dominant access method for all categories with Search, Social
Networking and News the most popular activities.
 For connected applications Social Networking usage increased 108% and was the
most used in 2011, followed by Weather and Maps.
Top 10 Applications Used EU5 (millions) Top 10 Browser Categories EU5 (millions)
© comScore, Inc. Proprietary and Confidential. 12
Source: MobiLens™. Data based on three month moving
average to Nov 11 for UK, France Germany, Italy & Spain

13. What’s Going on With Social Networking Sites in the EU5 Region?
 Almost half of smartphone owners (45 million) access social networking sites in a month,
with 52% of those accessing daily.
 By far the most popular activity is reading posts from friends or family, followed by posting
an own status update and following a posted link to a website.
 iPhone users demonstrate the highest propensity, 64%, to access social networking, with
61% of those accessing daily.
Social Networking Activity on Smartphones EU5 Social Networking Access by Platform
© comScore, Inc. Proprietary and Confidential. 13
Source: MobiLens™. Data based on three month moving
average to Nov 11 for UK, France Germany, Italy & Spain

14. Double-Digit Growth in All Mobile Retail and E-Commerce Categories
 Access to all types of retail and e-commerce services is increasing in popularity, 45% YoY..
 Almost 15 million smartphone owners accessed auction sites such as eBay, growing 69%
YoY and making up15% of the total Smartphone audience.
 The biggest rise was seen in online retail by 92% YoY. and was accessed by 14.7 million
users, 15% of the smartphone base.
Access to Retail / E Commerce Services (millions)
© comScore, Inc. Proprietary and Confidential. 14
Source: MobiLens™. Data based on three month moving
average to Nov 11 for UK, France Germany, Italy & Spain

15. Smartphone Owners Becoming More Savvy Shoppers
 Many smartphone owners are using their phone in their shopping experience and product
evaluations.
 A great number used their smartphones to find a store (17%), compare prices (14%) and
research product features (13%) among other related activity..
 Many smartphone users are uninhibited to find out more about products in store.
Mobile Shopping Activities Activities In Store About A Product
© comScore, Inc. Proprietary and Confidential. 15
Source: MobiLens™. Data based on three month moving
average to Nov 11 for UK, France Germany, Italy & Spain

16. Deal-A-Day Conquers Mobile in Europe
 10.1% of EU5’s Smartphone owners used deal-a-day services in
October 2011, which accounts for almost 10 million consumers.
 21.6% of deal-a-day users accessed the service almost every day.
 Groupon is by far the most popular brand among deal-a-day users
with 57.5% reach.
Top 5 Deal-a-Day % Reach Among
Brands Deal-a-Day Users
Groupon 57.5%
LivingSocial 17.9%
Groupalia 16.9%
Daily Deal 6.1%
Gilt Groupe 5.6%
Product: MobiLens
Data: Three month average ending October 2011
© comScore, Inc. Proprietary and Confidential. 16 Country: EU5, N= 67,792

17. Predominantly Young, Male Smartphone Users
Smartphone Owners Use Connected Media
Female Male Female Male
Access Social Networking Sites Do Mobile Shopping Activities
Female Male Female Male
© comScore, Inc. Proprietary and Confidential. 17
Source: MobiLens™. Data based on three month moving
average to Nov 11 for UK, France Germany, Italy & Spain

18. Takeaways
© comScore, Inc. Proprietary and Confidential. 18

19. Takeaways
 Connected devices continue to proliferate
– Installed base of smartphones and tablets still on the rise.
– Platform landscape dominated by Google Android and Apple iOS
 The market for mobile media in Europe continues to grow
– Smartphones and tablets are contributing to increasing levels of online traffic.
– Significant growth seen in connected application usage and web browsing.
– Big trends in mobile social networking and search.
 Strong appetite for mobile shopping and eRetailing
– Smartphone users can be savvy shoppers.
– Smartphones being used in store and out of store to get for the best deals and
be well informed about product features.
 Consider the market carefully – how will you reach your target
audience?
– The reality as revealed by measurement is often different from intuition
© comScore, Inc. Proprietary and Confidential. 19

20. Thank you
Any Questions?
Jeremy Copp
jcopp@comscore.com