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

4. ANDROID GOES MAINSTREAM

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)

7. MOBILE MEDIA CONSUMPTION ON THE UP

8. MOBILE LEADS BUT TABLETS GAINING STEAM

9. TABLET USAGE SPIKES AT NIGHT

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
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www.comscore.com/connected-europe
Questions? Email worldpress@comscore.com
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