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Key Insights from 2011 and What They Mean for the Coming Year



                                                                February 2012
Introduction
                             201 was a pivotal year for the mobile industry, marked by the
                                 1
                             dramatic rise of smartphones in the mainstream, the burgeoning of
                             tablets and other web-enabled connected devices, and a cultural
                             shift toward cross-platform digital media consumption. With mobile
                             becoming an increasing part of comprehensive digital marketing
                             strategies, it becomes more important than ever to understand how
                             the current trends are shaping the mobile environment, with an eye to
                             what lies ahead for 2012.

                             This report examines the mobile and connected device landscape
                             across the mobile markets measured by comScore – primarily
                             the United States, United Kingdom, France, Germany, Italy, Spain,
                             Japan, and Canada – through an exploration of dominant themes
                             in smartphone adoption growth, mobile media use in areas such as
FOR FURTHER INFORMATION,     social networking and retail, platform ecosystem dynamics, and shifts
         PLEASE CONTACT:
                             in multi-device digital media consumption.
         Sarah Radwanick
            comScore, Inc.
         +1 206 268 6310
     press@comscore.com

          Carmela Aquino
           comScore, Inc.
        +1 703 438 2024
     press@comscore.com
                             Stay Connected


                                              Follow @comscore


                                                                                                     2
Contents
                               DATA NOTE

    This report is based on a combination
                                                 4   Executive Summary
       of sources in the comScore mobile
    suite of products, including behavioral
                                                 6   Mobile and Connected Device Landscape
  data from comScore Device Essentials,
 comScore Mobile Metrix 2.0 and GSMA            10   Mobile Handsets
        Mobile Media Metrics (MMM). The
   majority of this report utilizes data from   16   Smartphone Adoption
     comScore MobiLens, which is based
   on a nationally-representative survey of
 mobile subscribers age 13+ in the U.S.,
                                                25   Mobile Media Consumption
UK, France, Germany, Italy, Spain, Japan,
        and Canada. All monthly data from
                                                36   Tablets and Multi-Platform Consumption
  comScore MobiLens are averaged over
  three months on a rolling basis, with the     43   Conclusion
                                                48
 exception of Canada, which is measured
   monthly, four times a year (at the end of         Methodology and Definitions
  each quarter). Smartphones are defined
  throughout the report as mobile phones
that use the Google Android, Apple iOS,
     RIM Blackberry, Microsoft, and other
similar platforms. For more information on
          comScore products, please visit
www.comscore.com/Products_Services.
Executive Summary
SMARTPHONES GAIN TRACTION AMONG ‘EARLY                            SURGE IN MOBILE APP USAGE SHAPES A DUAL MOBILE
MAJORITY’ DRIVING MOBILE MEDIA CONSUMPTION                        BROWSING EXPERIENCE, FUELING CATEGORY GROWTH
Smartphones gained rapid adoption among mainstream                Along with the growth in smartphone adoption, investment
consumer segments across markets. Nearly 42 percent of all        in mobile applications by publishers has fueled increasing
U.S. mobile subscribers now use smartphones, along with           app usage among total mobile users. In 2011, both the U.S.
44 percent of mobile users across the EU5 (comprised of           and EU5 saw strong growth in the usage of apps, reaching
France, Germany, Italy, Spain, and the UK). Mobile media          parity with the mobile browser audience by year’s end. Health
usage – defined as browsing the mobile web, accessing             ranked as the fastest-growing mobile media category in the
applications, or downloading content – saw a surge in activity    U.S. in 2011, followed by Retail and other commerce-related
and surpassed 50 percent penetration in many markets,             categories such as Electronic Payments and Auction Sites.
supported by the proliferation of high-speed networks and
increased public WiFi availability.                               ‘SMART SHOPPERS’ DISRUPT TRADITIONAL RETAIL AS
                                                                  SMARTPHONES ENTER BRICK-AND-MORTAR STORES
SMARTPHONE PLATFORM WARS INTENSIFY AS                             More than half of the U.S. smartphone population used
ANDROID AND APPLE TAKE THE LEAD IN MOST                           their phone to perform retail research while inside a store
MARKETS                                                           in 2011, illustrating the emergence of savvy smartphone
The Google Android and Apple iOS smartphone platforms             shoppers who bring online shopping behaviors in-store. At
emerged as the leaders of the U.S. smartphone market in           the end of 2011, nearly 1 in 5 smartphone users scanned
2011, with Android capturing just shy of half the smartphone      product barcodes and nearly 1 in 8 compared prices on their
market and iOS accounting for nearly 30 percent of the            phone while in a store. Male and female smartphone users
market, ousting other platforms in the process. Android’s         exhibited mobile retail behaviors to differing degrees, as
rapid rise is notable given its relatively recent emergence       females were more likely to use their devices to share their
on the scene. In the EU5, Android saw similarly significant       shopping experience socially while males were more likely
gains, unseating market leader Symbian in 3 out of the 5          to do product research. As mobile retail usage grows not
European markets measured. But the platform race is far           just in the U.S. but also across other markets, retailers face
from over as other players fight to reclaim market share.         the challenge of understanding how audiences interact with
Under new leadership, RIM held on to the leading position in      their mobile devices while shopping to take advantage of any
Canada’s smartphone market, albeit followed closely by iOS.       opportunities to increase customer conversion.
Microsoft took steps to rebuild its platform share with a Nokia
partnership in the works and the launch of its Metro user
interface across multiple devices.




                                                                                                                                   4
EXECUTIVE   MOBILE DEVICES FUEL SOCIAL NETWORKING ON-THE-
            GO, DRIVING REAL-TIME ONLINE INTERACTION
                                                                             MOBILE CONNECTIVITY AND CONNECTED DEVICES
                                                                             ENCOURAGE CROSS-PLATFORM DIGITAL MEDIA
 SUMMARY    With the means to connect on-the-go, mobile users have not       CONSUMPTION AMONG ‘DIGITAL OMNIVORES’
            only adopted real-time social networking on their devices at a   Tablets quickly rose in popularity in 2011, taking less than
            growing rate but they are doing so with increasing frequency.    two years to reach nearly 40 million tablets in use among the
            64.2 million U.S. smartphone users and 48.4 million EU5          U.S. mobile population, significantly outpacing smartphones
            smartphone users accessed social networking sites or blogs       which took 7 years to reach similar levels of adoption. By the
            on their mobile devices at least once in December 2011,          end of 2011, nearly 15 percent of U.S. mobile users also
            with more than half of these mobile social networking users      had tablets – a trend seen across other markets as well.
            accessing social media almost every day. While mobile social     Combining portability with powerful computing functionality in
            networking users showed the highest propensity to read           a sleek, user-friendly package, tablets have emerged as the
            posts from people they knew personally, more than half of        fourth screen, heralding a shift to an increasingly multi-device
            those in the U.S. and nearly half in the EU5 also reported       lifestyle that is becoming the norm for many consumers we
            reading posts from brands, organizations, and events.            call “digital omnivores” who engage seamlessly with multiple
            With people increasingly using social networking sites not       online touchpoints throughout a day. Even when accessing
            just to interact with their friends but also with brands and     the same content, each device has very different peak usage
            organizations, this platform will only grow in importance for    times throughout a typical day, highlighting their varying use
            those advertisers seeking to engage their social networking      cases and value propositions to the digitally-connected
            audiences through mobile with location-based services.           consumer.
Mobile and Connected Device Landscape
    Mobile media     MOBILE MEDIA USE SOARS IN 2011
 usage in the U.S.   2011 saw mobile media use accelerate across markets,              Among the eight markets analyzed, Japan had the highest
and UK surpassed     fueled by the popularity of smartphones, the growing              penetration of mobile media usage at 76.2 percent in
                     availability of WiFi paired with the proliferation of 3G and 4G   December 2011. The UK followed with more than 56 percent
     50% in 2011     wireless networks, and continuing shifts towards a constantly     of its mobile population using mobile media, having crossed
                     connected consumer lifestyle. A significant percentage of         the 50-percent threshold halfway through the year. Mobile
                     mobile users reported engaging with mobile media – which is       media usage in the U.S. showed similar penetration of 55.2
                     defined as browsing the mobile web, accessing applications        percent, with more than half of mobile subscribers using
                     or downloading content – with penetration of this behavior        mobile media at the beginning of Q3 2011. The strong rise in
                     increasing 9.2 percentage points across the EU5 (France,          penetration of mobile media usage and continued adoption
                     Germany, Italy, Spain, United Kingdom) and 11.6 points in         of different means of accessing digital content indicate
                     the United States.                                                significant opportunity for content creators, publishers and app
                                                                                       developers as this behavior becomes even more ubiquitous.

                     Share of Mobile Media Users Across Markets
                     Source: comScore MobiLens, 3 mon. avg. ending Dec-2011

                          76.2%



                                           56.6%             55.2%
                                                                              49.9%
                                                                                           49.7%
                                                                                                            43.9%            43.6%
                                                                                                                                              40.0%




                          JAPAN              UK               U.S.            CANADA       SPAIN           FRANCE            ITALY          GERMANY




                                                                                                                                                          6
MOBILE AND   RISE OF SMARTPHONES DRIVES SURGE IN MOBILE MEDIA CONSUMPTION

CONNECTED    The significant increase in mobile media usage can be
             attributed to the widespread adoption of smartphones
                                                                               Smartphone Installed Audience (000)
                                                                               Source: comScore MobiLens, 3 mon. avg. ending Dec-2011

    DEVICE   throughout 2011. The smartphone audience in the EU5
                                                                               UK                                   25,386
             achieved a significant 44-percent increase to 104 million
LANDSCAPE    subscribers, representing 44.0 percent of all mobile users.
                                                                               Spain                                17,855
                                                                               Canada                               9,103
             The U.S. saw an even stronger increase of 55 percent to
             98 million smartphone subscribers, representing nearly 42         Italy                                21,067

             percent of all U.S. mobile users.                                 US                                   97,865
                                                                               France                               18,788
             In July 2011, smartphones surpassed feature phones in              Germany                        21,300
             the U.S. in terms of new mobile acquisitions for the first
                                                                                Japan                          16,902
             time, buoyed by the continued development of smartphone
             models and rollout of more affordable device options –
             particularly on the Android platform – across all carriers. By the end of the year, nearly 60 percent of all recently acquired
             mobile devices in the U.S. were smartphones, illustrating how pervasive these devices have become among the mobile
             audience. In comparison, less than 20 percent of new devices acquired were smartphones at the end of Q1 2009.
             Share of Smartphone Users Across Markets
             Source: comScore MobiLens, 3 mon. avg. ending Dec-2011


                   UK                                                                                             51.3%


                SPAIN                                                                                             51.0%


              CANADA                                                                                      45.3%


                 ITALY                                                                                 43.9%


                  U.S.                                                                            41.8%


              FRANCE                                                                           40.0%


             GERMANY                                                                   37.0%


                JAPAN                                16.6%




                                                                                                                                              7
MOBILE AND           MOBILE AND CONNECTED DEVICES GENERATE INCREASING SHARE OF INTERNET TRAFFIC

    CONNECTED            In 2011, tablets, e-readers and other web-enabled
                         handheld devices – collectively known as “connected
                                                                                          Share of Connected Device Traffic in the U.S.
                                                                                          Source: comScore Device Essentials, Dec-2011, U.S.

        DEVICE           devices” – grew in popularity alongside smartphones
                         as they provided consumers with new ways to connect
    LANDSCAPE            digitally. The rapid adoption of smartphones coupled with
                                                                                                                                                0.5%
                         the growth of connected device usage ushered a period of
      8% of total U.S.   expansion for Internet use on-the-go, introducing shifts in                                                            2.5%

Internet traffic comes   online visitation away from “classic web” use on desktop
                         and laptop computers to mobile platforms.
     from mobile and                                                                                91.8%                       8.2%
   connected devices     By December, mobile and connected devices were driving
                         approximately 8 percent of observed Internet traffic* in the                                                           5.2%

                         United States. Mobile phones drove the majority of the
                         traffic at 5.2 percent, while tablets delivered 2.5 percent
                         of all digital traffic in the market. Other mature technology
                         markets show similar trends in share of Internet traffic
                         coming from mobile and connected devices, illustrating
                         the impact of such devices on Internet use. 2012 will see                     COMPUTER     OTHER    TABLET    MOBILE
                         device manufacturers continue to develop more affordable
                         and innovative connected device offerings, as wireless
                         carriers continue to make significant investments in 4G
                         networks and WiFi hotspots. As the availability of devices
                         and network improvements fuel mobile and connected
                         device usage, we expect to see Internet traffic from these
                         devices secure a growing share of total digital traffic in
                         the year to come – an important trend that will affect the
                         entire ecosystem, including advertisers, publishers, app
                         developers, among others.


                         *Internet traffic is measured here and throughout the paper as
                         census-level page view data collected from more than a million
                         domains tagging with comScore.



                                                                                                                                                       8
Around the world, similar trends can be seen in varying degrees as mobile phones and tablets increasingly become a
gateway to the web. In an analysis of 10 selected worldwide markets, Singapore led in driving the highest share of non-
computer Internet traffic at more than 11 percent at the end of the year. The UK followed, with nearly 10 percent of traffic
coming from mobile phones, tablets and other connected devices. These two markets also drove the highest percentage
of mobile Internet traffic among the markets studied. Japan ranked third in driving mobile Internet traffic at nearly 6 percent.
This shift in global device consumption is not only of paramount importance to local brands and digital ecosystems, but
also for multinational brands seeking to understand their audiences across borders and across screens.


Non-Computer Traffic for Selected Markets
Source: comScore Device Essentials, Dec-2011

SINGAPORE                                                                                                         11.5%

       UK                                                                                        9.5%

      U.S.                                                                                8.2%

 AUSTRALIA                                                                         7.7%

    JAPAN                                                                   7.1%

  CANADA                                                             6.5%

     SPAIN                                               5.2%

     INDIA                                              5.1%

   FRANCE                                2.8%

   BRAZIL                 1.5%

             MOBILE   TABLET     OTHER




                                                                                                                                   9
Mobile Handsets
  Apple iPhone 4     SMARTPHONES SHAPE THE GLOBAL DEVICE LANDSCAPE
    ranked as top    2011 saw consumers face an ever-growing number of device options to consider when making a mobile phone purchase,
acquired phone in    particularly when shopping for a smartphone. In the U.S. alone, there were more than 400 smartphone devices on the
                     market at the end of 2011, supplying consumers with a plethora of options when making a purchase. In several markets,
      the U.S. and   smartphones surpassed feature phones to account for the majority of new device purchases for the first time during 2011.
      EU5 in 2011    During the year, Germany, France, Italy, Canada and the U.S. all achieved this milestone, joining the UK and Spain which
                     passed this threshold in 2010. The UK and Spain, which both see smartphone ownership account for more than half of
                     their total mobile populations, foreshadow the trend that will occur in other markets as smartphone devices make their way
                     into the majority of mobile users’ hands during 2012.



                     Smartphones Surpass Feature Phones as the Top Acquired Device Type
                     Source: comScore MobiLens



                      May 2010                          September 2010                     January 2011                                June 2011
                      UK                                Spain                              Germany                                     Italy and Canada

                                                                                                     February 2011                                July 2011
                                                                                                     France                                       U.S.




                                                                                                                                                          10
MOBILE   Looking at the past year’s most acquired devices further
           demonstrates this device shift, as all five of the most
                                                                        Top Acquired Phones in the U.S.
                                                                        Source: comScore MobiLens, Jan-2011 to Dec-2011

HANDSETS   acquired devices in the U.S. and EU5 were smartphones.
                                                                         1               Apple iPhone 4
           Apple displayed its strength by ranking in the top three
                                                                         2               Apple iPhone 3GS
           spots in the U.S. and 3 of the 5 slots in the EU5, with
           the iPhone 4 ranking #1 in both markets. Although not         3               Apple iPhone 4S

           released until October, the iPhone 4S rapidly gained          4               RIM - BlackBerry Curve 8530
           traction to secure the #3 ranking in the U.S. and the         5               HTC - EVO 4G
           #5 ranking in Europe.

           In the U.S., the BlackBerry Curve 8530 took the #4
                                                                        Top Acquired Phones in the EU5
           spot despite RIM shedding a significant portion of its       Source: comScore MobiLens, Jan-2011 to Dec-2011
           smartphone share throughout 2011. The HTC – EVO 4G
           secured the #5 slot and was the only device in the top 5      1               Apple iPhone 4
           running the Android operating system, demonstrating that      2               Apple iPhone 3GS
           even though Android leads in smartphone platform share,       3               Samsung - Galaxy Ace S5830
           its fragmentation across devices keeps OEMs in a constant     4               Samsung - Galaxy S II
           competition over platform users. In the EU5, Samsung          5               Apple iPhone 4S
           secured the #3 and #4 spots with the Galaxy Ace S5830
           and the Galaxy S II, as Samsung increased its market share
           in each of the five European markets.




                                                                                                                          11
MOBILE   U.S. AND EU SMARTPHONE BUYERS RATE OS BRAND AS VERY IMPORTANT IN THEIR PURCHASE DECISION

HANDSETS   In this rapidly developing and increasingly competitive
           market, it is critical for OEMs, operating systems and
                                                                                     demonstrating the importance of the ecosystem experience,
                                                                                     smartphone owners rated selection of apps and music/video
           carriers to understand what is driving consumers’ mobile                  capabilities as significantly more important than the total
           purchase decisions. Among both the total U.S. mobile                      mobile market. Meanwhile social networking features were
           audience and smartphone purchasers exclusively, both                      less important, falling outside of the top purchase factors
           segments ranked network quality as the most important                     for smartphone buyers, despite the overall popularity in
           factor in purchasing a new device.                                        accessing social networking sites on mobile devices.

           For U.S. smartphone purchasers, phone operating system                    Both the total mobile market and smartphone-specific
           immediately followed with a rating of 8.1 on a 10-point scale,            purchasers rated cost, including overall cost of monthly
           demonstrating the importance of OS brand awareness in                     service and price of phone, at nearly the same importance
           purchase decisions. OS was more important for purchasers                  level, demonstrating that price still reigns as a central factor
           than handset brand, as consumers placed a higher degree of                in nearly all consumers’ purchase decisions and will be an
           value on the mobile ecosystem than the phone itself. Further              important selling point in 2012 and beyond.

           U.S. Top Purchase Consideration Factors for Smartphone Purchasers vs. Total Mobile (1-10 scale, 10=most important)
           Source: comScore MobiLens, 3 mon. avg. ending Dec-2011, U.S.

                                                                                                                                                     8.2
           NETWORK QUALITY OF MOBILE SERVICE PROVIDER
                                                                                                                                               8.0

                                                                                                                                                 8.1
                             PHONE OPERATING SYSTEM
                                                                                                                               7.3

                                                                                                                                          7.9
                                    SELECTION OF APPS
                                                                                                                         7.1

                                                                                                                                          7.8
                     OVERALL COST OF MONTHLY SERVICE
                                                                                                                                           7.9

                                                                                                                                         7.8
                                    COST OF DATA PLAN
                                                                                                                                  7.6

                                                                                                                                  7.6
                          MUSIC AND VIDEO CAPABILITIES
                                                                                                                   6.8

                                                                                                                                  7.5
               BRAND NAME OF MOBILE SERVICE PROVIDER
                                                                                                                           7.2

             PRICE OF PHONE (AFTER REBATES/INCENTIVES)                                                                           7.4
                                                                                                                                   7.5

                                                         SMARTPHONE   TOTAL MOBILE




                                                                                                                                                           12
MOBILE   When looking at the EU5, network quality of mobile service provider also ranked as the most important factor when making
           a purchase decision for both the smartphone and the total mobile market. Compared to the U.S., Europeans ranked cost as
HANDSETS   relatively more important compared with other factors in their purchase decision, while operating system and selection of
           apps remained highly important to smartphone purchasers on both sides of the Atlantic.


           EU5 Top Purchase Consideration Factors for Smartphone Purchasers vs. Total Mobile (1-10 scale, 10=most important)
           Source: comScore MobiLens, 3 mon. avg. ending Dec-2011, EU5

                                                                                                                                                    7.8
           NETWORK QUALITY OF MOBILE SERVICE PROVIDER
                                                                                                                                          7.6

                                                                                                                                              7.7
                     OVERALL COST OF MONTHLY SERVICE
                                                                                                                                  7.5

                                                                                                                                        7.6
                             PHONE OPERATING SYSTEM
                                                                                                       7.0

                                                                                                                                 7.5
                                    SELECTION OF APPS
                                                                                                 6.9

                                                                                                                           7.4
             PRICE OF PHONE (AFTER REBATES/INCENTIVES)
                                                                                                                   7.3

                                                                                                                     7.3
                                    COST OF DATA PLAN
                                                                                                   7.0

                                                                                                             7.2
                          MUSIC AND VIDEO CAPABILITIES
                                                                                           6.8

                                                                                                       7.0
                                BRAND NAME OF PHONE
                                                                                     6.7


                                                         SMARTPHONE   TOTAL MOBILE




                                                                                                                                                          13
MOBILE          TOP OEMS – SMARTPHONES SHAKE UP THE HANDSET MARKET

     HANDSETS          Across markets, the battle between OEMs continues to
                       intensify, especially among smartphone device makers as
                                                                                           Top OEMs by Share of Total Mobile Market and Smartphone Market
                                                                                           Source: comScore MobiLens, 3 mon. avg. ending Dec-2011
                       partnerships with operating systems and carriers become
      Samsung and      ever-more strategically important in today’s ecosystem.
                                                                                                                     Total Mobile                Smartphone


    Nokia handsets                                                                                      Nokia               24.4%   Apple              26.4%

                       Analysis across European markets revealed that Nokia                             Samsung             19.9%   HTC                18.5%
 account for largest   accounted for the largest share of total mobile handsets (feature                Apple               13.6%   RIM                18.3%

    share of device    phone and smartphones combined) across four of the five EU5                      Samsung             37.9%   Samsung            27.3%
                                                                                                        Nokia               18.5%   Apple              25.2%
    market in North    markets in December 2011, including the UK (24.4 percent),
                                                                                                        Apple               10.1%   Nokia              15.8%
                       Germany (29.1 percent), Italy (43.8 percent) and Spain (40.7
America and Europe     percent), while coming in second to Samsung in France with
                                                                                                        Nokia               29.1%   Nokia              25.1%
                                                                                                        Samsung             24.3%   Apple              22.2%
                       18.5 percent share. Samsung secured more than one-third of                       Sony Eric.          13.5%   Samsung            20.3%
                       the total mobile market in France at 37.9 percent and led in the                 Nokia               43.8%   Nokia              51.7%
                       U.S. (25.3 percent) and Canada (24.3 percent). Apple, which                      Samsung             24.2%   Apple              15.8%

                       was absent from the top 3 OEM rankings last year, made its                       LG                  7.2%    Samsung            14.1%

                       way to the #3 position in the UK (13.6 percent) and France                       Nokia               40.7%   Nokia              37.2%

                       (10.1 percent) driven by continued smartphone adoption and the                   Samsung             20.4%   Samsung            17.9%

                       recent introduction of iPhone 4S.                                                Sony Eric.          8.4%    Apple              11.5%
                                                                                                        Sharp               24.4%   Apple              33.6%

                       Japan’s ranking of top OEM providers did not overlap at                          Panasonic           13.6%   Sharp              27.7%

                       all with any of the markets in Europe, Canada or the U.S.,                       Fujitsu             11.5%   Sony Eric.         12.8%

                       highlighting the uniqueness of this market. Sharp led as the top                 Samsung             24.3%   RIM                32.6%
                                                                                                        LG                  18.8%   Apple              31.2%
                       OEM in Japan, securing 24.4 percent of the market, followed
                                                                                                        RIM                 14.8%   Samsung            11.0%
                       by Panasonic (13.6 percent) and Fujitsu (11.5 percent). None
                                                                                                        Samsung             25.3%   Apple              29.6%
                       of these brands had significant penetration elsewhere.                           LG                  20.0%   RIM                16.0%
                                                                                                        Motorola            13.3%   HTC                14.6%
                       When looking exclusively at smartphone manufacturers, Apple
                       secured the top ranking in the U.S. (29.6 percent), UK (26.4        percent of the market. With smartphones surpassing feature
                       percent) and Japan (33.6 percent), Nokia led in Germany, Italy      phones as the most acquired device type in the majority of these
                       and Spain’s smartphone markets, and Samsung commanded               markets in 2011, this already heated landscape will only see
                       the top position in France. RIM, which was the top smartphone       competition intensify among OEMs and operating systems as
                       operating system in Canada, was also the top handset with 32.6      they vie to win consumers’ investment and their loyalty.


                                                                                                                                                               14
MOBILE   SMARTPHONE CARRIER NETWORKS SEE INCREASED COMPETITION

HANDSETS   Analysis of the network operator landscape in the U.S.
           found that the four largest mobile network providers –
                                                                           An exclusive look at the smartphone market reveals a
                                                                           different story, with AT&T accounting for the largest share
           Verizon, AT&T, Sprint and T-Mobile – combined to account        at 33.5 percent, followed closely by Verizon at 30.4 percent
           for nearly 78 percent of the total U.S. mobile subscriber       share. Verizon grew its share 3.7 percentage points from the
           market in December 2011. Verizon led the U.S. mobile            previous year, bolstered by its growing menu of smartphone
           market as the carrier for 31.6 percent of mobile subscribers.   options, including the introduction of a Verizon iPhone in
           AT&T, which ended its bid to buy T-Mobile USA in                early 2011, which marked the end of AT&T’s arrangement
           December, ranked second at 26.3 percent, followed by            with Apple as the exclusive carrier of the iPhone. Sprint,
           Sprint (10.5 percent) and T-Mobile (9.5 percent).               which also saw the iPhone debut on its network near
                                                                           the end of 2011, reached 13.7 percent of smartphone
                                                                           subscribers, while T-Mobile accounted for 11.3 percent
           U.S. Network Operator Share of Total Mobile Market              of the market.
           Source: comScore MobiLens, 3 mon. avg. ending Dec-2011, U.S.




                                                                            VERIZON, 31.6%

                                                                            AT&T, 26.3%

                                                                            SPRINT, 10.5%

                                                                            T-MOBILE, 9.5%
                                                VERIZON (31.6%)
                                                                            TRACFONE, 7.1%

                                                                            SPRINT PREPAID, 5.1%

               T-MOBILE (9.5%)                                              METROPCS, 3.2%

                                                                            OTHER, 2.8%

                                                                            US CELLULAR, 2.1%

                  SPRINT (10.5%)                                            CRICKET, 1.9%
                                         AT&T (26.3%)




                                                                                                                                          15
Smartphone Adoption
       Smartphone     SMARTPHONE ADOPTION GAINS ACROSS MARKETS
adoption surpasses    2011 saw smartphone adoption experience strong gains                        Some key factors accelerating smartphone adoption across
   50% penetration    across much of the developed world. In the U.S. and                         these markets are the proliferation of 3G and 4G networks,
                      EU5 markets, smartphone penetration grew at least 8                         innovations in device functionality and applications, and
milestone in the UK   percentage points and in many cases, significantly more                     aggressive pricing. While the newest models of many
         and Spain    than that. Both the UK and Spain saw smartphone adoption                    high-demand smartphones continue to have higher price
                      surpass 50 percent penetration, representing an important                   points, earlier models are increasingly being offered to
                      milestone in the evolution of this market. Meanwhile, the                   consumers at very low costs – or in some cases, for free
                      U.S., France, and Italy all saw smartphone penetration                      – with the purchase of a wireless service contract. In the
                      surpass 40 percent of the market.                                           U.S. for instance, Apple currently offers a free 8GB iPhone
                                                                                                  3GS with the purchase of a two-year service contract. As
                                                                                                  smartphones become more accessible for an increasing
                                                                                                  segment of the market, we should expect adoption to
                                                                                                  accelerate even faster throughout 2012.

                      Smartphone Share of Total Mobile Audience
                      Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 vs. Dec-2010

                                                                                 51.3%            51.0%
                                                            44.0%                                                     43.9%
                                      41.8%                                                                                           40.0%
                                                                                         37.6%                                                         37.0%
                                                                    34.2%                                     35.2%
                                              31.0%
                       27.0%                                                                                                  25.8%            25.0%




                               U.S.                   EU5                   UK               SPAIN                ITALY          FRANCE           GERMANY

                                                                                         DEC-10      DEC-11




                                                                                                                                                                16
SMARTPHONE   SMARTPHONES MOST POPULAR AMONG 25-34 YEAR OLDS

  ADOPTION   Smartphone adoption, while quickly breaking into
             mainstream consumer segments, continues to be more
                                                                                users (55.7 percent). In both the U.S. and Europe, 25-34
                                                                                year olds comprise the largest proportion of the respective
             popular among certain segments of the market. While in the         markets, followed by 35-44 year olds. Europe has a slightly
             U.S., smartphone users are fairly evenly split among males         higher profile of smartphone users age 55 and older, while
             and females, EU5 markets have a higher incidence of male           the U.S. has a higher percentage of 18-24 year old users.


             Percent Composition of Smartphone Users by Age
             Source: comScore MobiLens, 3 mon. avg. Dec-2011, U.S. and EU5

                                                                                                    51.3%
                 MALE
                                                                                                            55.7%

                                                                                                48.7%
               FEMALE
                                                                                        44.3%



                                  6.3%
             AGE 13-17
                                     7.6%
                                                  17.2%
             AGE 18-24
                                             14.4%

                                                                        25.6%
             AGE 25-34
                                                                22.0%

                                                           20.7%
             AGE 35-44
                                                            21.1%
                                               15.6%
             AGE 45-54
                                                16.0%

              AGE 55+                         14.6%
                                                        18.9%


                         U.S.   EU5




                                                                                                                                              17
SMARTPHONE   FASTEST-GROWING SEGMENTS OF SMARTPHONE ADOPTERS SUGGEST AFFORDABILITY DRIVING GROWTH

  ADOPTION   The current age and gender dynamics indicate that the
             smartphone market has not yet fully matured with many
                                                                             U.S. Fastest Growing Demographic Segments
                                                                             Among Smartphone Users
                                                                             Source: comScore Mobilens, 3 mon avg. ending Dec-2011 vs. Dec-2010, U.S.
             demographic segments remaining partially penetrated.
             While smartphone adoption grew across nearly every
             demographic segment in the past year, certain segments                HH SIZE: 6 PERSONS                                              99%

             achieved significantly faster growth than their peers. An
             analysis of the fastest-growing U.S. demographic segments
                                                                               HH INCOME: UNDER $25K                                               98%
             within age, gender, household income, household size,
             education and census region paints a vivid portrait of how
             the market dynamics are changing. The most significant              EMPLOYMENT: RETIRED                                             92%
             growth (99 percent) occurred among 6-person households,
             a segment that is typically very cost-conscious due to
             the household size, which suggests that the proliferation       EDUCATION: ASSOC DEGREE                                       80%

             of low-cost smartphones subsidized by carriers with the
             purchase of a new wireless contract or additional family plan
                                                                                            AGE: 55-64                                  79%
             subscriber lines may be driving adoption. This hypothesis is
             supported by other fast-growing demographic segments,
             including those making less than $25,000, retirees, and                  GENDER: FEMALE                                 70%
             people age 55-64, all of whom tend to be more cost-
             conscious segments. In addition, women and people living
             in the Midwest are adopting smartphones at a much faster                REGION: MIDWEST                             62%

             than average rate.

             This profile of fast-growing smartphone adopters in 2011 suggests that traditional late adopter segments are the ones
             climbing aboard the smartphone bandwagon with the most vigor. Although these segments are in many cases still small
             relative to other segments, their rapid growth trajectory suggests the smartphone market is quickly going mainstream. The
             increasing affordability of smartphones continues to be an important growth driver, with many Americans now feeling like
             they are a part of a club that once seemed exclusive.




                                                                                                                                                         18
SMARTPHONE           ANDROID CAPTURES NEARLY HALF OF U.S. SMARTPHONE MARKET

  ADOPTION           The U.S. smartphone market has seen significant shifts in market
                     share in the past couple of years with Android and iOS devices
                                                                                        U.S. Smartphone Market Share by OS
                                                                                        Source: comScore MobiLens, 3 mon. avg. ending Jun-2010 to Dec-2011, U.S.
                     gaining share at the expense of everyone else. Android, in
    Android and      particular, has quickly captured a significant percentage of the
                                                                                        100%
                                                                                        90%
    iOS account      market and now reigns as the leading smartphone platform at        80%

        for 3 in 4   47.3 percent. Where are all these new Android owners coming        70%
                     from? Data suggest that many RIM users are actually shifting to    60%
   smartphones       Android when they purchase a new smartphone. Specifically,         50%

      in the U.S.    of RIM users who purchased a new smartphone in 2011, 31            40%
                                                                                        30%
                     percent purchased Android phones while 43 percent stuck            20%
                     with a RIM device. Despite being a longtime market leader in        10%
                     the U.S., RIM faced challenges in reacting to rapidly-changing      0%
                                                                                            JUN-10         OCT-10       FEB-11         JUN-11             OCT-11
                     consumer preferences for a better browsing experience, sleeker
                     touch interface, and an expanded app marketplace.                         MICROSOFT      SYMBIAN   PALM     RIM   IOS      ANDROID



                     The iOS smartphone share gains were somewhat more deliberate in nature throughout much of the year, never gaining
                     more than 0.6 percentage points in a month until the end of the year. However, 1.5 percentage points of its 4.6 point gain
                     for the year came in the final two months of 2011 on the heels of the iPhone 4S launch in October. RIM, currently the third
                     leading platform in U.S. market share, has seen the greatest attrition with its market share halving in the past year to
                     16.0 percent.




                                                                                                                                                                   19
SMARTPHONE   2012 will be a significant year in the U.S. smartphone
             market as adoption soars past 100 million owners and more
                                                                             U.S. Smartphone Market Share by OS Expanded Trend
                                                                             Source: comScore MobiLens, 3 mon. avg. ending Dec-2005 to Dec-2011, U.S.
  ADOPTION   than half of the market use smartphones as their primary        100%
                                                                                                          8%
                                                                                                                   4%       4%         3%
             mobile devices. iOS and Android will continue to maintain a      90%
                                                                                               10%
                                                                                                                                                  16%
                                                                                      23%
             stronghold on the platform market with the most advanced         80%                                                      32%
                                                                                                                                                  5%
             ecosystems of apps and complementary products. RIM               70%
                                                                                               28%        31%      40%      41%

             continues to face a significant challenge in regaining market            26%                                              4%         30%
                                                                              60%
                                                                                                                                       8%
             share, as it promises to address product weaknesses under                                    16%               6%
                                                                              50%                                  12%
             new leadership. Finally, Microsoft could emerge as a strong                       28%
                                                                              40%                                           18%        25%
             contender with its new Metro user interface promising to                 35%
                                                                              30%                                  26%
             unify Windows-based phones, tablets, and computers and                                       36%
                                                                                                                                                  47%
                                                                              20%
             a partnership with Nokia to serve as the primary platform for                     34%                          25%
                                                                                                                                       29%
             its smartphones.                                                 10%     17%
                                                                                                          9%
                                                                                                                   17%

                                                                               0%
             If it looks like Android and Apple are positioned to lock              Dec-2005 Dec-2006
                                                                                    DEC-2005 DEC-2006   Dec-2007 Dec-2008 Dec-2009
                                                                                                        DEC-2007 DEC-2008 DEC-2009   Dec-2010
                                                                                                                                     DEC-2010   Dec-2011
                                                                                                                                                DEC-2011

             up the smartphone market, one would be well-advised to                  SYMBIAN    RIM     PALM    MICROSOFT    IOS     ANDROID
             recall the history of this market and how quickly leadership
             positions can change. If we travel back in time to 2005,
             Palm was the smartphone market leader at 35 percent,            What does the future of the U.S. smartphone market
             followed by RIM and Symbian, each with more than                look like? One could argue that the emergence of apps
             20 percent of the U.S. market. By 2006, Microsoft had           and more well-developed ecosystems around particular
             grabbed the lead, only to be overtaken by RIM in 2008,          platforms might create a higher degree of customer lock-
             which would emerge as a strong leader for the next few          in and help the leaders maintain and even extend their
             years. In 2011, Android vaulted into the lead while Apple       positions. While Microsoft overhauls its platform and user
             solidified a strong #2 position. While the lead has switched    interface and aligns with Nokia, and as RIM aims to reboot
             hands numerous times over the course of the entire history      under a new CEO, the only thing we know is that we just
             of the U.S. smartphone market, Apple has never claimed          can’t be sure how this rapidly changing market will play out.
             that mantle.




                                                                                                                                                           20
SMARTPHONE   ANDROID GRABS TOP POSITION IN EU5 SMARTPHONE MARKET

  ADOPTION   The European smartphone market has seen significant shifts
             in market share in the past couple of years with Android
                                                                              EU5 Smartphone Market Share by OS
                                                                              Source: comScore MobiLens, 3 mon. avg. ending Dec-2011, EU5
             and iOS gaining share at the expense of other platforms.
             In recent months, Android captured the top position                                               0.2%
             from Symbian in the EU5 and has seen substantial share
             gains across each of the markets in the past year. Overall,
                                                                                                             3.4%
             Android’s EU5 market share jumped from 12.0 percent
                                                                                                     5.2%
             in December 2010 to 31.2 percent in December 2011.
             Symbian, meanwhile, has seen its market share erode in
             each of these markets but is still maintaining the leading                     9.4%
             position in Italy and Spain. iOS has mostly maintained or                                                           31.2%
             slightly extended its market share across Europe. Despite
             accounting for a smaller percentage of the smartphone
             market, RIM actually expanded its market share in Europe
             in the past year, despite losing significant share in the U.S.              20.7%




                                                                                                                    29.9%




                                                                                                   ANDROID    SYMBIAN   IOS     RIM
                                                                                              MICROSOFT      OTHER SMARTPHONE     PALM




                                                                                                                                            21
SMARTPHONE   The European market may prove to be especially
             competitive in the coming year given the migration of Nokia
                                                                                          triumvirate promises the emergence of three robust app
                                                                                          ecosystems that will benefit consumers but might force
  ADOPTION   phones to the Microsoft platform. If Nokia can maintain a                    difficult choices among app developers. RIM also should
             similar market share in the OEM market, then Microsoft will                  not be discounted, particularly in the UK. Such competition
             establish itself as a very strong third platform in Europe to                is likely to propel even greater operating system and app
             contend against the likes of iOS and Android. This platform                  innovation.



             EU5 Smartphone Market Share by OS
             Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 to Dec-2010

             100%
                                     2.5%                                                                                                                     4.3%
                     4.9%                                                                                      10.0%               7.0%
                                                 9.6%                                         7.9%                                            9.3%
             90%
                                                                 4.4%          12.5%                                               4.9%                       9.7%
                                    18.3%                                                     3.3%              5.2%                          6.8%
                     17.1%                       8.1%            9.2%           4.8%
             80%
                                                                                                               12.9%              15.8%                      11.5%
                                                                                                                                             10.1%
                                                                                             22.2%
             70%                                                               20.7%
                                                30.0%        25.2%
                     27.4%          26.4%
             60%
                                                                                                                                                             40.4%
             50%
                                                                                             28.4%
                                    14.5%                        17.0%                                                            52.8%
             40%
                                                                                                               67.1%                         64.7%
                                                30.2%                          46.4%
                     29.6%
             30%


             20%
                                    36.6%                    35.4%                           33.6%                                                           32.1%
             10%                                19.3%
                     18.6%                                                                                                         17.9%
                                                                               11.6%
                                                                                                                4.1%                          7.2%
              0%
                    DEC-2010        DEC-2011    DEC-2010     DEC-2011          DEC-2010      DEC-2011          DEC-2010           DEC-2011   DEC-2010        DEC-2011
                               UK                       FRANCE                       GERMANY                              ITALY                      SPAIN


                                                             OTHER       MICROSOFT     RIM    IOS    SYMBIAN    ANDROID




                                                                                                                                                                        22
SMARTPHONE   SMARTPHONE MARKETS IN JAPAN AND CANADA HAVE DIFFERENT COMPLEXION

  ADOPTION   comScore introduced measurement of the mobile market in
             Canada during 2011 and in Japan during 2010, highlighting
                                                                              Japan Smartphone Market Share by OS
                                                                              Source: comScore MobiLens, 3 mon. avg. ending Dec-2011, Japan
             these two markets’ unique industry dynamics in smartphone
                                                                                                            0.3% 0.2%
             usage. The market in Japan is particularly interesting in that
             smartphones currently represent just 17 percent of the
             market – far below what is seen for the North American
                                                                                                        5.4%
             and European markets reported by comScore. However,
             the Japanese market is unique in that consumers have
             long had access to advanced phone capabilities through
             feature phone offerings exclusive to the Japanese market,
             presenting an initial barrier to entry for smartphones.

             Today, Japan’s smartphone market is heavily dominated by
             the Android and iOS platforms, with the two combining for                    33.6%
             94.1 percent of the smartphone market. Microsoft was the                                                          60.5%
             only other platform with any notable slice of the market at
             5.4 percent. While smartphone penetration still remains low
             in this market, we should expect to see the numbers climb
             substantially in the next year given continuing innovations
             made to smartphone functionality and the wide availability of
             these devices at more affordable price points.




                                                                                           ANDROID    IOS    MICROSOFT   SYMBIAN    RIM




                                                                                                                                              23
SMARTPHONE             Meanwhile, Canada also shows a very different complexion
                          than most other markets due to the strength of the RIM/
                                                                                           Canada Smartphone Market Share by OS
                                                                                           Source: comScore MobiLens, Dec-2011, Canada
     ADOPTION             Blackberry platform. In fact, with 32.6 percent of the market,                                 0.4%
                          Canada was the only smartphone market reported by
                                                                                                                                            0.6%
  Canada was the only     comScore in which RIM still maintained the leading position.                                       2.9%
                          Also notable is that the iOS platform (31.2 percent market                                                4.5%
   smartphone market      share) held a slight advantage over Android (27.8 percent).
reported by comScore      Symbian (4.5 percent) and Microsoft (2.9 percent) rounded
     in which RIM still   out the top five platforms.
   maintained the lead    While RIM currently maintains the top position in Canada, the                 27.8%
                          market dynamics are shifting and its hold is tenuous at best.
                          Apple looks poised to assume the top position during the                                                          32.6%
                          first few months of the year, though Android could surprise
                          and get there first. Over the past six months, RIM has lost
                          6 percentage points of market share with most of it going
                          to Android. It should be noted, however, that RIM’s January
                          appointment of a new CEO likely signals some upcoming
                          strategic changes that may result in more innovative product                           31.2%
                          offerings. Should this change in leadership and enhancement
                          in product offerings prove successful, RIM’s home market
                          Canada represents perhaps the best opportunity to stem the
                          tide and regain lost market share.


                                                                                               MICROSOFT    SYMBIAN   PALM    RIM    IOS   ANDROID   OTHER




                                                                                                                                                             24
Mobile Media Consumption
        In the U.S.   APP AND BROWSER AUDIENCES REACH PARITY AS DUAL ACCESS METHODS SHAPE USERS’ EXPERIENCE
 and EU5, mobile      At the conclusion of 2011, more than 127.6 million mobile             surge in app users. In December 2011, 47.6 percent of the
     app audience     users in the U.S. and 108 million users in Europe consumed            total mobile audience in the U.S. used apps, an increase
                      mobile media through their mobile browser or applications,            of 13.3 percentage points, while 47.5 percent used mobile
growth exceeded       with both geographies seeing nearly 30 percent increases              browsers, up 11.1 points. In Europe, 38.2 of the total
    that of mobile    in these audiences. In 2011 both geographies saw mobile               mobile audience accessed mobile media via application,
  browser growth      app audience growth exceed that of mobile browser growth,             up 10.1 percentage points, while 38.1 percent used their
                      as smartphone adoption and growing app options fueled a               browser (up 9.2 points).



                      Percent Share of Browser and App Users Among Total Mobile Audience
                      Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 vs. Dec-2010



                                                                                                      38.2%                          +10.1 pts
                      USED APPLICATION
                                                                                                                    47.6%            +13.3 pts




                                                                                                      38.1%                           +9.2 pts
                       USED BROWSER
                                                                                                                    47.5%            +11.1 pts

                                         EU5   U.S.




                                                                                                                                                        25
MOBILE MEDIA   Apps and mobile browsers offer brands distinct ways to
               engage with their audiences. Analysis of two news brands
                                                                             UK Mobile Access Method by Share of Total Visitors
                                                                             to BBC Sites and Sky Sites
CONSUMPTION    in the UK, BBC Sites and Sky Sites, found mobile access       Source: comScore GSMA MMM, Dec-2011, UK

               methods vary significantly between the two. Three of four       75.5%
               visitors reached BBC Sites via their mobile browser, while
               more than two in five (42.2 percent) accessed content via                                                         63.4%
               mobile apps. In comparison, Sky Sites, which launched its
               mobile app nearly a year prior to the BBC, witnessed
               63.4 percent of its visitors access content via mobile apps                                             48.0%

                                                                                           42.2%
               and just 48 percent of the Sky Sites mobile audience
               accessing via mobile browser, demonstrating how app
               adoption influences the relationships between these two
               access methods.
                                                                                                     17.0%
               For both brands, a substantial percentage of their                                                                          11.0%
               respective mobile audiences accessed content via both
               app and mobile browser, highlighting the importance of
               both channels for mobile media consumption. In December,                  BBC SITES                             SKY SITES

               17 percent of mobile visitors reached BBC Sites through                 BROWSER ACCESS    APP ACCESS   BROWSER AND APP ACCESS
               a combination of app and browser usage compared to
               11 percent of Sky Sites visitors.




                                                                                                                                                   26
MOBILE MEDIA            GOOGLE APPS MOST-VISITED BY BOTH IPHONE AND ANDROID USERS

 CONSUMPTION             Apps are a critical component of the mobile media
                         ecosystem, playing an important role in consumers’ mobile
                                                                                      U.S. Top Mobile Apps for iPhone and Android by Unique Active
                                                                                      Users (Age 18+)
                         device purchase decision while shaping their engagement      Source: comScore Mobile Metrix 2.0, Beta Data, Dec-2011, U.S.
  Facebook app ranks     with mobile media content. A look at the top U.S. mobile
                                                                                       iPhone Top Mobile Apps                    Android Top Mobile Apps
   as #3 most popular    apps, using comScore’s forthcoming Mobile Metrix 2.0
                                                                                       YouTube                                   Google Search
app for iPhone and #4    behavioral mobile audience measurement product, found
                                                                                       Google Maps                               Gmail
                         that Google-owned apps led across both iPhones and
     for Android users   Android devices in terms of total unique active users. For    Facebook                                  Google Maps

                         iPhone users, YouTube ranked as the top app by unique         Yahoo! Weather                            Facebook
                         visitors, followed by Google Maps, Facebook, Yahoo!           Pandora Radio                             Google News and Weather
                         Weather and Pandora Radio. Analysis of the Android market     Angry Birds                               YouTube
                         found that Google Search led as the top app, followed         Yahoo! Stocks                             Pandora Radio
                         by Gmail, Google Maps, Facebook and Google News &             ESPN ScoreCenter                          Angry Birds
                         Weather. Other top apps among both ecosystems include         The Weather Channel                       Adobe Reader
                         popular games such as Angry Birds and Words with              Google Search                             Words With Friends
                         Friends. Both platforms saw Twitter join Facebook as the      Words With Friends                        Twitter
                         only other social network to crack the top 15 ranking.
                                                                                       Netflix                                   Yahoo! Messenger
                                                                                       Fruit Ninja                               Amazon Appstore
                                                                                       Twitter                                   Yahoo! Mail
                                                                                       Movies by Flixster                        Google Talk
                                                                                       Facebook Messenger                        The Weather Channel




                                                                                                                                                           27
MOBILE MEDIA   1 IN 3 NORTH AMERICANS ACCESS SOCIAL NETWORKS ON THEIR PHONE

CONSUMPTION    Analysis of the top mobile (feature phone and smartphone)
               activities across the U.S., Europe, Canada and Japan
                                                                               Selected Mobile Activities by Share of Total Mobile Audience
                                                                               Source: comScore MobiLens, 3 mon. avg. ending Dec-2011
               revealed varying degrees of mobile content usage and
                                                                                                              U.S.    EU5       Canada   Japan
               preferences. Americans and Canadians showed the
                                                                                Sent text message             74.3%   84.4%     69.2%    44.4%
               strongest propensity to access social networks and blogs
               on their mobile phones with more than one in three mobile        Took photos                   60.3%   59.8%     55.1%    63.9%

               users doing so in the U.S. (35.2 percent) and 31.2 percent       Used email                    40.8%   30.0%     35.9%    57.3%
               of Canadians doing so. Americans were also most likely to        Accessed social networking/   35.3%   25.7%     31.2%    19.6%
                                                                                blog
               access maps and news on their phone with 1 in 4 engaging
               in these behaviors in December 2011.                             Accessed weather              35.2%   23.2%     29.8%    35.1%
                                                                                Played games                  31.4%   27.5%     30.8%    15.3%
               Europeans were the heaviest texters with nearly 85 percent       Accessed search               29.5%   20.4%     25.6%    30.8%
               sending a text message during the month of December.             Accessed maps                 26.5%   18.2%     21.6%    19.4%
               Europeans were also most likely to use their phone to
                                                                                Accessed news                 25.5%   20.0%     20.1%    24.3%
               capture video and listen to music with more than 1 in 4
                                                                                Listened to music             23.8%   27.4%     23.0%    13.3%
               doing so. In Japan, mobile users demonstrated a high affinity
                                                                                Accessed sports info          21.8%   16.5%     16.0%    19.7%
               for content consumption, leading the four geographies in
                                                                                Accessed financial news or    15.1%   11.3%     11.4%    17.9%
               mobile media use. Across the markets studied, Japanese           stock quotes
               mobile users were most likely to access email on their
                                                                                Accessed online retail        12.2%   8.2%      6.1%     10.0%
               phones with nearly 3 in 5 doing so during December, while
               17.9 percent accessed financial news/stock quotes.




                                                                                                                                                 28
MOBILE MEDIA   Analysis of the fastest-growing activities for mobile users
               in the U.S. showed that consumers increasingly turn to
                                                                                                       showing no signs of slowing in the year ahead. Commerce-
                                                                                                       related content, including Electronic Payments (up 80
CONSUMPTION    their devices for retail and commerce, a trend that many                                percent), Classifieds (up 72 percent), Auction Sites (up 70
               analysts would highlight as among the most important                                    percent) and Shopping Guides (up 67 percent), all realized
               stories for 2012. The disruptive force of mobile in the retail                          strong gains over the past year.
               environment provides brands with a significant opportunity
               to reach customers through a highly personal digital channel                            Health Information has continued to gain popularity for
               while at the same time posing a challenge, as consumers                                 mobile users leading as the top-growing content category
               increasingly consult their new favorite shopping companion                              in 2011, surging 134 percent to reach 18.5 million U.S.
               – their smartphone – inside stores. In December 2011, 28.5                              mobile users as this emergent category amassed a
               million mobile users accessed online retail content on their                            significant audience base. With more mobile health startups
               mobile devices, up 87 percent from the previous year and                                entering the field and traditional health information providers
                                                                                                       improving their mobile strategies, we expect to see this area
               U.S. Top Mobile Categories by Growth in Audience (000)                                  develop even further in 2012.
               Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 vs. Dec-2010, U.S.

                                                               7,895
                     HEALTH INFORMATION                                                                                                             +134%
                                                                                             18,491
                                                                                    15,221
                           ONLINE RETAIL                                                                                                            +87%
                                                                                                                       28,537
                                                       6,250
                MEN’S MAGAZINE CONTENT                                                                                                              +82%
                                                                       11,356
                                                                              13,056
                   ELECTRONIC PAYMENTS                                                                                                              +80%
                                                                                                            23,480
                                                                                13,789
                    GAMING INFORMATION                                                                                                              +77%
                                                                                                              24,358
                                                                           11,794
                            JOB LISTINGS                                                                                                            +74%
                                                                                                   20,570
                                                                                                  19,992
                    GENERAL REFERENCE                                                                                                               +74%
                                                                                                                                 34,859
                                                                                         16,971
                            CLASSIFIEDS                                                                                                             +72%
                                                                                                                        29,164
                                                                                13,908
                          AUCTION SITES                                                                                                             +70%
                                                                                                            23,675
                                                                   9,803
               KIDS/FAMILY ENTERTAINMENT                                                                                                            +69%
                                                                                         16,593

                                           DEC-2010   DEC-2011




                                                                                                                                                                         29
MOBILE MEDIA            SMARTPHONES POISED TO BECOME CONSUMERS’ FAVORITE SHOPPING COMPANION IN 2012

CONSUMPTION             The rise of mobile retail has become both an on-screen and
                        in-store phenomenon. More than half of the U.S. smartphone
                                                                                            look for new opportunities to use these mobile habits to their
                                                                                            advantage. Retailers that fail to address this shifting shopping
                        population used their phone to perform retail-related activities    paradigm in 2012 risk losing dollars as savvy smartphone
    More than half of   while in a brick-and-mortar store, bridging the gap between         shoppers become a reality across many global markets.
the U.S. smartphone     the physical and digital worlds. This dynamic has created what
                        some have deemed “retailers’ worst nightmare” as they are           A look at the most popular in-store smartphone behaviors,
    population used                                                                         found that 1 in 5 U.S. smartphone owners took a picture of
                        forced to directly compete with others for the sale while the
 their phone to shop    customer is inside their store.                                     a product while in store and nearly the same number texted
while in a brick-and-                                                                       or called family or friends about a specific product. Nearly 1
                        The retail industry, which already experienced an upheaval with     in 5 scanned a product barcode, while 12.1 percent of all
         mortar store   the advent of online shopping, is poised for further disruption     smartphone owners used their phone to compare product
                        as smartphones enter brick-and-mortar stores, bringing the          prices while in a store. Finally, nearly 10 percent used their
                        Internet right onto retailers’ home turf and further complicating   device to find coupons or deals.
                        customer conversion. For retailers, this environment demands
                        true prowess in order to understand how consumers are
                        using these devices while in stores. The challenge for retailers
                        will be to develop marketing strategies that recognize how
                        their audiences are using mobile devices while shopping and




                                                                                                                                                               30
MOBILE MEDIA   Males and females displayed differing patterns of smartphone
               shopping behavior. Females were more likely to use their
                                                                                            compared prices (14.1 percent), and researched product
                                                                                            features (10.9 percent).
CONSUMPTION    smartphone to make shopping a more social experience as
                                                                                            The rising trend seen for the smartphone shopping companion
               they engaged in behaviors such as taking product pictures
               (24 percent), sending these pictures to friends/family (20.2                 is not limited to the U.S. In Canada, 53 percent of smartphone
               percent) and calling/texting family or friends about a specific              owners used their phone for retail-related activities in a store,
               product (22.3 percent). Males were more likely to use their                  while Spain, bolstered by its strong smartphone penetration,
               smartphone to find information, with male respondents                        saw 52 percent of smartphone owners engage with their
               reporting to have scanned a product barcode (20.4 percent),                  phone while shopping.


               Share of U.S. Smartphone Owners Performing Activities in Retail Store
               Source: comScore MobiLens, 3 mon. avg. ending Dec-2011, U.S.




                19.7%   24.0%    18.8%   22.3%    20.4%   16.2%   14.6%   20.2%     13.1%   12.3%     14.1%   10.0%   8.3%   11.1%   10.9%   7.2%   6.3%    5.7%

                TOOK PICTURE     TEXTED/CALLED     SCANNED A       SENT PICTURE     FOUND STORE        COMPARED         FOUND        RESEARCHED      CHECKED
                 OF PRODUCT      FRIENDS/FAMILY     PRODUCT       OF PRODUCT TO       LOCATION          PRODUCT       COUPONS OR      PRODUCT        PRODUCT
                                ABOUT PRODUCT       BARCODE       FAMILY/FRIENDS                         PRICES         DEALS         FEATURES      AVAILABILITY


                                                                                   MALES    FEMALES




                                                                                                                                                                   31
MOBILE MEDIA   QR CODES LINK MOBILE TO TRADITIONAL MARKETING MEDIA

CONSUMPTION    During 2011, QR codes came onto the scene as a way to
               bridge mobile and traditional media across various mediums
                                                                                their phone, leading Canada and European markets as the
                                                                                top scanning market. Canada and Germany both saw near
               including print publications, product packaging, outdoor         16 percent of smartphone owners scanning QR codes
               kiosks and more. A QR (“Quick Response”) code is a               during the month, while the UK and Spain (home to the
               specific matrix bar code (or two-dimensional code) that is       most penetrated smartphone markets) saw just 12 percent
               readable by smartphones. In December 2011, 1 in every 5          of their audiences scanning QR codes.
               smartphone owners in the U.S. scanned a QR code with

               Percent of Smartphone Audience that Scanned a QR Code
               Source: comScore MobiLens, 3 mon. avg. ending Dec-2011


                     U.S.                                                                                         20.3%


                CANADA                                                                           16.1%


               GERMANY                                                                         15.6%


                 FRANCE                                                            12.6%


                      UK                                                         12.3%


                   SPAIN                                                        11.9%


                    ITALY                                               10.1%




                                                                                                                                          32
MOBILE MEDIA   Of those U.S. smartphone owners that scanned a QR code
               in December 2011, the most popular source of scanning
                                                                                      QR codes demonstrate just one of the ways in which mobile
                                                                                      marketing can be integrated into existing campaigns to help
CONSUMPTION    was product packaging (done by 42 percent of the scanning              reach desired consumer segments and further bridge the
               population), while the most popular location for scanning was          gap between mobile and traditional marketing strategies at
               at home (done by 57 percent of scanners). Product information          relatively low risk and investment for brands. But in order for
               was the most popular result of scanning a QR code with                 it to become a truly effective marketing tool, marketers must
               nearly 3 in 4 of the scanning audience directed to product info.       understand how consumers are engaging with these codes
               Nearly one-third of those that scanned a QR code resulted in a         and how these codes can complement marketing strategies to
               coupon or offer, while 1 in 4 received event information.              create another connection point with consumers.



               Result of Scanning QR Code by Percent of Smartphone Scanning Audience*                         *Percentages will not sum to 100% as respondents
               Source: comScore MobiLens, 3 mon. avg. ending Dec-2011, U.S.                                 may select more than one source of QR code scanned


                    PRODUCT INFORMATION                                                                          73.3%


                       COUPON OR OFFER                                        32.2%


                       EVENT INFORMATION                              25.1%


               CHARITY/CAUSE INFORMATION                 12.7%


                   APPLICATION DOWNLOAD                  10.9%




                                                                                                                                                                 33
Com score 2012 mobile future in focus
Com score 2012 mobile future in focus
Com score 2012 mobile future in focus
Com score 2012 mobile future in focus
Com score 2012 mobile future in focus
Com score 2012 mobile future in focus
Com score 2012 mobile future in focus
Com score 2012 mobile future in focus
Com score 2012 mobile future in focus
Com score 2012 mobile future in focus
Com score 2012 mobile future in focus
Com score 2012 mobile future in focus
Com score 2012 mobile future in focus
Com score 2012 mobile future in focus
Com score 2012 mobile future in focus
Com score 2012 mobile future in focus

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Com score 2012 mobile future in focus

  • 1. Key Insights from 2011 and What They Mean for the Coming Year February 2012
  • 2. Introduction 201 was a pivotal year for the mobile industry, marked by the 1 dramatic rise of smartphones in the mainstream, the burgeoning of tablets and other web-enabled connected devices, and a cultural shift toward cross-platform digital media consumption. With mobile becoming an increasing part of comprehensive digital marketing strategies, it becomes more important than ever to understand how the current trends are shaping the mobile environment, with an eye to what lies ahead for 2012. This report examines the mobile and connected device landscape across the mobile markets measured by comScore – primarily the United States, United Kingdom, France, Germany, Italy, Spain, Japan, and Canada – through an exploration of dominant themes in smartphone adoption growth, mobile media use in areas such as FOR FURTHER INFORMATION, social networking and retail, platform ecosystem dynamics, and shifts PLEASE CONTACT: in multi-device digital media consumption. Sarah Radwanick comScore, Inc. +1 206 268 6310 press@comscore.com Carmela Aquino comScore, Inc. +1 703 438 2024 press@comscore.com Stay Connected Follow @comscore 2
  • 3. Contents DATA NOTE This report is based on a combination 4 Executive Summary of sources in the comScore mobile suite of products, including behavioral 6 Mobile and Connected Device Landscape data from comScore Device Essentials, comScore Mobile Metrix 2.0 and GSMA 10 Mobile Handsets Mobile Media Metrics (MMM). The majority of this report utilizes data from 16 Smartphone Adoption comScore MobiLens, which is based on a nationally-representative survey of mobile subscribers age 13+ in the U.S., 25 Mobile Media Consumption UK, France, Germany, Italy, Spain, Japan, and Canada. All monthly data from 36 Tablets and Multi-Platform Consumption comScore MobiLens are averaged over three months on a rolling basis, with the 43 Conclusion 48 exception of Canada, which is measured monthly, four times a year (at the end of Methodology and Definitions each quarter). Smartphones are defined throughout the report as mobile phones that use the Google Android, Apple iOS, RIM Blackberry, Microsoft, and other similar platforms. For more information on comScore products, please visit www.comscore.com/Products_Services.
  • 4. Executive Summary SMARTPHONES GAIN TRACTION AMONG ‘EARLY SURGE IN MOBILE APP USAGE SHAPES A DUAL MOBILE MAJORITY’ DRIVING MOBILE MEDIA CONSUMPTION BROWSING EXPERIENCE, FUELING CATEGORY GROWTH Smartphones gained rapid adoption among mainstream Along with the growth in smartphone adoption, investment consumer segments across markets. Nearly 42 percent of all in mobile applications by publishers has fueled increasing U.S. mobile subscribers now use smartphones, along with app usage among total mobile users. In 2011, both the U.S. 44 percent of mobile users across the EU5 (comprised of and EU5 saw strong growth in the usage of apps, reaching France, Germany, Italy, Spain, and the UK). Mobile media parity with the mobile browser audience by year’s end. Health usage – defined as browsing the mobile web, accessing ranked as the fastest-growing mobile media category in the applications, or downloading content – saw a surge in activity U.S. in 2011, followed by Retail and other commerce-related and surpassed 50 percent penetration in many markets, categories such as Electronic Payments and Auction Sites. supported by the proliferation of high-speed networks and increased public WiFi availability. ‘SMART SHOPPERS’ DISRUPT TRADITIONAL RETAIL AS SMARTPHONES ENTER BRICK-AND-MORTAR STORES SMARTPHONE PLATFORM WARS INTENSIFY AS More than half of the U.S. smartphone population used ANDROID AND APPLE TAKE THE LEAD IN MOST their phone to perform retail research while inside a store MARKETS in 2011, illustrating the emergence of savvy smartphone The Google Android and Apple iOS smartphone platforms shoppers who bring online shopping behaviors in-store. At emerged as the leaders of the U.S. smartphone market in the end of 2011, nearly 1 in 5 smartphone users scanned 2011, with Android capturing just shy of half the smartphone product barcodes and nearly 1 in 8 compared prices on their market and iOS accounting for nearly 30 percent of the phone while in a store. Male and female smartphone users market, ousting other platforms in the process. Android’s exhibited mobile retail behaviors to differing degrees, as rapid rise is notable given its relatively recent emergence females were more likely to use their devices to share their on the scene. In the EU5, Android saw similarly significant shopping experience socially while males were more likely gains, unseating market leader Symbian in 3 out of the 5 to do product research. As mobile retail usage grows not European markets measured. But the platform race is far just in the U.S. but also across other markets, retailers face from over as other players fight to reclaim market share. the challenge of understanding how audiences interact with Under new leadership, RIM held on to the leading position in their mobile devices while shopping to take advantage of any Canada’s smartphone market, albeit followed closely by iOS. opportunities to increase customer conversion. Microsoft took steps to rebuild its platform share with a Nokia partnership in the works and the launch of its Metro user interface across multiple devices. 4
  • 5. EXECUTIVE MOBILE DEVICES FUEL SOCIAL NETWORKING ON-THE- GO, DRIVING REAL-TIME ONLINE INTERACTION MOBILE CONNECTIVITY AND CONNECTED DEVICES ENCOURAGE CROSS-PLATFORM DIGITAL MEDIA SUMMARY With the means to connect on-the-go, mobile users have not CONSUMPTION AMONG ‘DIGITAL OMNIVORES’ only adopted real-time social networking on their devices at a Tablets quickly rose in popularity in 2011, taking less than growing rate but they are doing so with increasing frequency. two years to reach nearly 40 million tablets in use among the 64.2 million U.S. smartphone users and 48.4 million EU5 U.S. mobile population, significantly outpacing smartphones smartphone users accessed social networking sites or blogs which took 7 years to reach similar levels of adoption. By the on their mobile devices at least once in December 2011, end of 2011, nearly 15 percent of U.S. mobile users also with more than half of these mobile social networking users had tablets – a trend seen across other markets as well. accessing social media almost every day. While mobile social Combining portability with powerful computing functionality in networking users showed the highest propensity to read a sleek, user-friendly package, tablets have emerged as the posts from people they knew personally, more than half of fourth screen, heralding a shift to an increasingly multi-device those in the U.S. and nearly half in the EU5 also reported lifestyle that is becoming the norm for many consumers we reading posts from brands, organizations, and events. call “digital omnivores” who engage seamlessly with multiple With people increasingly using social networking sites not online touchpoints throughout a day. Even when accessing just to interact with their friends but also with brands and the same content, each device has very different peak usage organizations, this platform will only grow in importance for times throughout a typical day, highlighting their varying use those advertisers seeking to engage their social networking cases and value propositions to the digitally-connected audiences through mobile with location-based services. consumer.
  • 6. Mobile and Connected Device Landscape Mobile media MOBILE MEDIA USE SOARS IN 2011 usage in the U.S. 2011 saw mobile media use accelerate across markets, Among the eight markets analyzed, Japan had the highest and UK surpassed fueled by the popularity of smartphones, the growing penetration of mobile media usage at 76.2 percent in availability of WiFi paired with the proliferation of 3G and 4G December 2011. The UK followed with more than 56 percent 50% in 2011 wireless networks, and continuing shifts towards a constantly of its mobile population using mobile media, having crossed connected consumer lifestyle. A significant percentage of the 50-percent threshold halfway through the year. Mobile mobile users reported engaging with mobile media – which is media usage in the U.S. showed similar penetration of 55.2 defined as browsing the mobile web, accessing applications percent, with more than half of mobile subscribers using or downloading content – with penetration of this behavior mobile media at the beginning of Q3 2011. The strong rise in increasing 9.2 percentage points across the EU5 (France, penetration of mobile media usage and continued adoption Germany, Italy, Spain, United Kingdom) and 11.6 points in of different means of accessing digital content indicate the United States. significant opportunity for content creators, publishers and app developers as this behavior becomes even more ubiquitous. Share of Mobile Media Users Across Markets Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 76.2% 56.6% 55.2% 49.9% 49.7% 43.9% 43.6% 40.0% JAPAN UK U.S. CANADA SPAIN FRANCE ITALY GERMANY 6
  • 7. MOBILE AND RISE OF SMARTPHONES DRIVES SURGE IN MOBILE MEDIA CONSUMPTION CONNECTED The significant increase in mobile media usage can be attributed to the widespread adoption of smartphones Smartphone Installed Audience (000) Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 DEVICE throughout 2011. The smartphone audience in the EU5 UK 25,386 achieved a significant 44-percent increase to 104 million LANDSCAPE subscribers, representing 44.0 percent of all mobile users. Spain 17,855 Canada 9,103 The U.S. saw an even stronger increase of 55 percent to 98 million smartphone subscribers, representing nearly 42 Italy 21,067 percent of all U.S. mobile users. US 97,865 France 18,788 In July 2011, smartphones surpassed feature phones in Germany 21,300 the U.S. in terms of new mobile acquisitions for the first Japan 16,902 time, buoyed by the continued development of smartphone models and rollout of more affordable device options – particularly on the Android platform – across all carriers. By the end of the year, nearly 60 percent of all recently acquired mobile devices in the U.S. were smartphones, illustrating how pervasive these devices have become among the mobile audience. In comparison, less than 20 percent of new devices acquired were smartphones at the end of Q1 2009. Share of Smartphone Users Across Markets Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 UK 51.3% SPAIN 51.0% CANADA 45.3% ITALY 43.9% U.S. 41.8% FRANCE 40.0% GERMANY 37.0% JAPAN 16.6% 7
  • 8. MOBILE AND MOBILE AND CONNECTED DEVICES GENERATE INCREASING SHARE OF INTERNET TRAFFIC CONNECTED In 2011, tablets, e-readers and other web-enabled handheld devices – collectively known as “connected Share of Connected Device Traffic in the U.S. Source: comScore Device Essentials, Dec-2011, U.S. DEVICE devices” – grew in popularity alongside smartphones as they provided consumers with new ways to connect LANDSCAPE digitally. The rapid adoption of smartphones coupled with 0.5% the growth of connected device usage ushered a period of 8% of total U.S. expansion for Internet use on-the-go, introducing shifts in 2.5% Internet traffic comes online visitation away from “classic web” use on desktop and laptop computers to mobile platforms. from mobile and 91.8% 8.2% connected devices By December, mobile and connected devices were driving approximately 8 percent of observed Internet traffic* in the 5.2% United States. Mobile phones drove the majority of the traffic at 5.2 percent, while tablets delivered 2.5 percent of all digital traffic in the market. Other mature technology markets show similar trends in share of Internet traffic coming from mobile and connected devices, illustrating the impact of such devices on Internet use. 2012 will see COMPUTER OTHER TABLET MOBILE device manufacturers continue to develop more affordable and innovative connected device offerings, as wireless carriers continue to make significant investments in 4G networks and WiFi hotspots. As the availability of devices and network improvements fuel mobile and connected device usage, we expect to see Internet traffic from these devices secure a growing share of total digital traffic in the year to come – an important trend that will affect the entire ecosystem, including advertisers, publishers, app developers, among others. *Internet traffic is measured here and throughout the paper as census-level page view data collected from more than a million domains tagging with comScore. 8
  • 9. Around the world, similar trends can be seen in varying degrees as mobile phones and tablets increasingly become a gateway to the web. In an analysis of 10 selected worldwide markets, Singapore led in driving the highest share of non- computer Internet traffic at more than 11 percent at the end of the year. The UK followed, with nearly 10 percent of traffic coming from mobile phones, tablets and other connected devices. These two markets also drove the highest percentage of mobile Internet traffic among the markets studied. Japan ranked third in driving mobile Internet traffic at nearly 6 percent. This shift in global device consumption is not only of paramount importance to local brands and digital ecosystems, but also for multinational brands seeking to understand their audiences across borders and across screens. Non-Computer Traffic for Selected Markets Source: comScore Device Essentials, Dec-2011 SINGAPORE 11.5% UK 9.5% U.S. 8.2% AUSTRALIA 7.7% JAPAN 7.1% CANADA 6.5% SPAIN 5.2% INDIA 5.1% FRANCE 2.8% BRAZIL 1.5% MOBILE TABLET OTHER 9
  • 10. Mobile Handsets Apple iPhone 4 SMARTPHONES SHAPE THE GLOBAL DEVICE LANDSCAPE ranked as top 2011 saw consumers face an ever-growing number of device options to consider when making a mobile phone purchase, acquired phone in particularly when shopping for a smartphone. In the U.S. alone, there were more than 400 smartphone devices on the market at the end of 2011, supplying consumers with a plethora of options when making a purchase. In several markets, the U.S. and smartphones surpassed feature phones to account for the majority of new device purchases for the first time during 2011. EU5 in 2011 During the year, Germany, France, Italy, Canada and the U.S. all achieved this milestone, joining the UK and Spain which passed this threshold in 2010. The UK and Spain, which both see smartphone ownership account for more than half of their total mobile populations, foreshadow the trend that will occur in other markets as smartphone devices make their way into the majority of mobile users’ hands during 2012. Smartphones Surpass Feature Phones as the Top Acquired Device Type Source: comScore MobiLens May 2010 September 2010 January 2011 June 2011 UK Spain Germany Italy and Canada February 2011 July 2011 France U.S. 10
  • 11. MOBILE Looking at the past year’s most acquired devices further demonstrates this device shift, as all five of the most Top Acquired Phones in the U.S. Source: comScore MobiLens, Jan-2011 to Dec-2011 HANDSETS acquired devices in the U.S. and EU5 were smartphones. 1 Apple iPhone 4 Apple displayed its strength by ranking in the top three 2 Apple iPhone 3GS spots in the U.S. and 3 of the 5 slots in the EU5, with the iPhone 4 ranking #1 in both markets. Although not 3 Apple iPhone 4S released until October, the iPhone 4S rapidly gained 4 RIM - BlackBerry Curve 8530 traction to secure the #3 ranking in the U.S. and the 5 HTC - EVO 4G #5 ranking in Europe. In the U.S., the BlackBerry Curve 8530 took the #4 Top Acquired Phones in the EU5 spot despite RIM shedding a significant portion of its Source: comScore MobiLens, Jan-2011 to Dec-2011 smartphone share throughout 2011. The HTC – EVO 4G secured the #5 slot and was the only device in the top 5 1 Apple iPhone 4 running the Android operating system, demonstrating that 2 Apple iPhone 3GS even though Android leads in smartphone platform share, 3 Samsung - Galaxy Ace S5830 its fragmentation across devices keeps OEMs in a constant 4 Samsung - Galaxy S II competition over platform users. In the EU5, Samsung 5 Apple iPhone 4S secured the #3 and #4 spots with the Galaxy Ace S5830 and the Galaxy S II, as Samsung increased its market share in each of the five European markets. 11
  • 12. MOBILE U.S. AND EU SMARTPHONE BUYERS RATE OS BRAND AS VERY IMPORTANT IN THEIR PURCHASE DECISION HANDSETS In this rapidly developing and increasingly competitive market, it is critical for OEMs, operating systems and demonstrating the importance of the ecosystem experience, smartphone owners rated selection of apps and music/video carriers to understand what is driving consumers’ mobile capabilities as significantly more important than the total purchase decisions. Among both the total U.S. mobile mobile market. Meanwhile social networking features were audience and smartphone purchasers exclusively, both less important, falling outside of the top purchase factors segments ranked network quality as the most important for smartphone buyers, despite the overall popularity in factor in purchasing a new device. accessing social networking sites on mobile devices. For U.S. smartphone purchasers, phone operating system Both the total mobile market and smartphone-specific immediately followed with a rating of 8.1 on a 10-point scale, purchasers rated cost, including overall cost of monthly demonstrating the importance of OS brand awareness in service and price of phone, at nearly the same importance purchase decisions. OS was more important for purchasers level, demonstrating that price still reigns as a central factor than handset brand, as consumers placed a higher degree of in nearly all consumers’ purchase decisions and will be an value on the mobile ecosystem than the phone itself. Further important selling point in 2012 and beyond. U.S. Top Purchase Consideration Factors for Smartphone Purchasers vs. Total Mobile (1-10 scale, 10=most important) Source: comScore MobiLens, 3 mon. avg. ending Dec-2011, U.S. 8.2 NETWORK QUALITY OF MOBILE SERVICE PROVIDER 8.0 8.1 PHONE OPERATING SYSTEM 7.3 7.9 SELECTION OF APPS 7.1 7.8 OVERALL COST OF MONTHLY SERVICE 7.9 7.8 COST OF DATA PLAN 7.6 7.6 MUSIC AND VIDEO CAPABILITIES 6.8 7.5 BRAND NAME OF MOBILE SERVICE PROVIDER 7.2 PRICE OF PHONE (AFTER REBATES/INCENTIVES) 7.4 7.5 SMARTPHONE TOTAL MOBILE 12
  • 13. MOBILE When looking at the EU5, network quality of mobile service provider also ranked as the most important factor when making a purchase decision for both the smartphone and the total mobile market. Compared to the U.S., Europeans ranked cost as HANDSETS relatively more important compared with other factors in their purchase decision, while operating system and selection of apps remained highly important to smartphone purchasers on both sides of the Atlantic. EU5 Top Purchase Consideration Factors for Smartphone Purchasers vs. Total Mobile (1-10 scale, 10=most important) Source: comScore MobiLens, 3 mon. avg. ending Dec-2011, EU5 7.8 NETWORK QUALITY OF MOBILE SERVICE PROVIDER 7.6 7.7 OVERALL COST OF MONTHLY SERVICE 7.5 7.6 PHONE OPERATING SYSTEM 7.0 7.5 SELECTION OF APPS 6.9 7.4 PRICE OF PHONE (AFTER REBATES/INCENTIVES) 7.3 7.3 COST OF DATA PLAN 7.0 7.2 MUSIC AND VIDEO CAPABILITIES 6.8 7.0 BRAND NAME OF PHONE 6.7 SMARTPHONE TOTAL MOBILE 13
  • 14. MOBILE TOP OEMS – SMARTPHONES SHAKE UP THE HANDSET MARKET HANDSETS Across markets, the battle between OEMs continues to intensify, especially among smartphone device makers as Top OEMs by Share of Total Mobile Market and Smartphone Market Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 partnerships with operating systems and carriers become Samsung and ever-more strategically important in today’s ecosystem. Total Mobile Smartphone Nokia handsets Nokia 24.4% Apple 26.4% Analysis across European markets revealed that Nokia Samsung 19.9% HTC 18.5% account for largest accounted for the largest share of total mobile handsets (feature Apple 13.6% RIM 18.3% share of device phone and smartphones combined) across four of the five EU5 Samsung 37.9% Samsung 27.3% Nokia 18.5% Apple 25.2% market in North markets in December 2011, including the UK (24.4 percent), Apple 10.1% Nokia 15.8% Germany (29.1 percent), Italy (43.8 percent) and Spain (40.7 America and Europe percent), while coming in second to Samsung in France with Nokia 29.1% Nokia 25.1% Samsung 24.3% Apple 22.2% 18.5 percent share. Samsung secured more than one-third of Sony Eric. 13.5% Samsung 20.3% the total mobile market in France at 37.9 percent and led in the Nokia 43.8% Nokia 51.7% U.S. (25.3 percent) and Canada (24.3 percent). Apple, which Samsung 24.2% Apple 15.8% was absent from the top 3 OEM rankings last year, made its LG 7.2% Samsung 14.1% way to the #3 position in the UK (13.6 percent) and France Nokia 40.7% Nokia 37.2% (10.1 percent) driven by continued smartphone adoption and the Samsung 20.4% Samsung 17.9% recent introduction of iPhone 4S. Sony Eric. 8.4% Apple 11.5% Sharp 24.4% Apple 33.6% Japan’s ranking of top OEM providers did not overlap at Panasonic 13.6% Sharp 27.7% all with any of the markets in Europe, Canada or the U.S., Fujitsu 11.5% Sony Eric. 12.8% highlighting the uniqueness of this market. Sharp led as the top Samsung 24.3% RIM 32.6% LG 18.8% Apple 31.2% OEM in Japan, securing 24.4 percent of the market, followed RIM 14.8% Samsung 11.0% by Panasonic (13.6 percent) and Fujitsu (11.5 percent). None Samsung 25.3% Apple 29.6% of these brands had significant penetration elsewhere. LG 20.0% RIM 16.0% Motorola 13.3% HTC 14.6% When looking exclusively at smartphone manufacturers, Apple secured the top ranking in the U.S. (29.6 percent), UK (26.4 percent of the market. With smartphones surpassing feature percent) and Japan (33.6 percent), Nokia led in Germany, Italy phones as the most acquired device type in the majority of these and Spain’s smartphone markets, and Samsung commanded markets in 2011, this already heated landscape will only see the top position in France. RIM, which was the top smartphone competition intensify among OEMs and operating systems as operating system in Canada, was also the top handset with 32.6 they vie to win consumers’ investment and their loyalty. 14
  • 15. MOBILE SMARTPHONE CARRIER NETWORKS SEE INCREASED COMPETITION HANDSETS Analysis of the network operator landscape in the U.S. found that the four largest mobile network providers – An exclusive look at the smartphone market reveals a different story, with AT&T accounting for the largest share Verizon, AT&T, Sprint and T-Mobile – combined to account at 33.5 percent, followed closely by Verizon at 30.4 percent for nearly 78 percent of the total U.S. mobile subscriber share. Verizon grew its share 3.7 percentage points from the market in December 2011. Verizon led the U.S. mobile previous year, bolstered by its growing menu of smartphone market as the carrier for 31.6 percent of mobile subscribers. options, including the introduction of a Verizon iPhone in AT&T, which ended its bid to buy T-Mobile USA in early 2011, which marked the end of AT&T’s arrangement December, ranked second at 26.3 percent, followed by with Apple as the exclusive carrier of the iPhone. Sprint, Sprint (10.5 percent) and T-Mobile (9.5 percent). which also saw the iPhone debut on its network near the end of 2011, reached 13.7 percent of smartphone subscribers, while T-Mobile accounted for 11.3 percent U.S. Network Operator Share of Total Mobile Market of the market. Source: comScore MobiLens, 3 mon. avg. ending Dec-2011, U.S. VERIZON, 31.6% AT&T, 26.3% SPRINT, 10.5% T-MOBILE, 9.5% VERIZON (31.6%) TRACFONE, 7.1% SPRINT PREPAID, 5.1% T-MOBILE (9.5%) METROPCS, 3.2% OTHER, 2.8% US CELLULAR, 2.1% SPRINT (10.5%) CRICKET, 1.9% AT&T (26.3%) 15
  • 16. Smartphone Adoption Smartphone SMARTPHONE ADOPTION GAINS ACROSS MARKETS adoption surpasses 2011 saw smartphone adoption experience strong gains Some key factors accelerating smartphone adoption across 50% penetration across much of the developed world. In the U.S. and these markets are the proliferation of 3G and 4G networks, EU5 markets, smartphone penetration grew at least 8 innovations in device functionality and applications, and milestone in the UK percentage points and in many cases, significantly more aggressive pricing. While the newest models of many and Spain than that. Both the UK and Spain saw smartphone adoption high-demand smartphones continue to have higher price surpass 50 percent penetration, representing an important points, earlier models are increasingly being offered to milestone in the evolution of this market. Meanwhile, the consumers at very low costs – or in some cases, for free U.S., France, and Italy all saw smartphone penetration – with the purchase of a wireless service contract. In the surpass 40 percent of the market. U.S. for instance, Apple currently offers a free 8GB iPhone 3GS with the purchase of a two-year service contract. As smartphones become more accessible for an increasing segment of the market, we should expect adoption to accelerate even faster throughout 2012. Smartphone Share of Total Mobile Audience Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 vs. Dec-2010 51.3% 51.0% 44.0% 43.9% 41.8% 40.0% 37.6% 37.0% 34.2% 35.2% 31.0% 27.0% 25.8% 25.0% U.S. EU5 UK SPAIN ITALY FRANCE GERMANY DEC-10 DEC-11 16
  • 17. SMARTPHONE SMARTPHONES MOST POPULAR AMONG 25-34 YEAR OLDS ADOPTION Smartphone adoption, while quickly breaking into mainstream consumer segments, continues to be more users (55.7 percent). In both the U.S. and Europe, 25-34 year olds comprise the largest proportion of the respective popular among certain segments of the market. While in the markets, followed by 35-44 year olds. Europe has a slightly U.S., smartphone users are fairly evenly split among males higher profile of smartphone users age 55 and older, while and females, EU5 markets have a higher incidence of male the U.S. has a higher percentage of 18-24 year old users. Percent Composition of Smartphone Users by Age Source: comScore MobiLens, 3 mon. avg. Dec-2011, U.S. and EU5 51.3% MALE 55.7% 48.7% FEMALE 44.3% 6.3% AGE 13-17 7.6% 17.2% AGE 18-24 14.4% 25.6% AGE 25-34 22.0% 20.7% AGE 35-44 21.1% 15.6% AGE 45-54 16.0% AGE 55+ 14.6% 18.9% U.S. EU5 17
  • 18. SMARTPHONE FASTEST-GROWING SEGMENTS OF SMARTPHONE ADOPTERS SUGGEST AFFORDABILITY DRIVING GROWTH ADOPTION The current age and gender dynamics indicate that the smartphone market has not yet fully matured with many U.S. Fastest Growing Demographic Segments Among Smartphone Users Source: comScore Mobilens, 3 mon avg. ending Dec-2011 vs. Dec-2010, U.S. demographic segments remaining partially penetrated. While smartphone adoption grew across nearly every demographic segment in the past year, certain segments HH SIZE: 6 PERSONS 99% achieved significantly faster growth than their peers. An analysis of the fastest-growing U.S. demographic segments HH INCOME: UNDER $25K 98% within age, gender, household income, household size, education and census region paints a vivid portrait of how the market dynamics are changing. The most significant EMPLOYMENT: RETIRED 92% growth (99 percent) occurred among 6-person households, a segment that is typically very cost-conscious due to the household size, which suggests that the proliferation EDUCATION: ASSOC DEGREE 80% of low-cost smartphones subsidized by carriers with the purchase of a new wireless contract or additional family plan AGE: 55-64 79% subscriber lines may be driving adoption. This hypothesis is supported by other fast-growing demographic segments, including those making less than $25,000, retirees, and GENDER: FEMALE 70% people age 55-64, all of whom tend to be more cost- conscious segments. In addition, women and people living in the Midwest are adopting smartphones at a much faster REGION: MIDWEST 62% than average rate. This profile of fast-growing smartphone adopters in 2011 suggests that traditional late adopter segments are the ones climbing aboard the smartphone bandwagon with the most vigor. Although these segments are in many cases still small relative to other segments, their rapid growth trajectory suggests the smartphone market is quickly going mainstream. The increasing affordability of smartphones continues to be an important growth driver, with many Americans now feeling like they are a part of a club that once seemed exclusive. 18
  • 19. SMARTPHONE ANDROID CAPTURES NEARLY HALF OF U.S. SMARTPHONE MARKET ADOPTION The U.S. smartphone market has seen significant shifts in market share in the past couple of years with Android and iOS devices U.S. Smartphone Market Share by OS Source: comScore MobiLens, 3 mon. avg. ending Jun-2010 to Dec-2011, U.S. gaining share at the expense of everyone else. Android, in Android and particular, has quickly captured a significant percentage of the 100% 90% iOS account market and now reigns as the leading smartphone platform at 80% for 3 in 4 47.3 percent. Where are all these new Android owners coming 70% from? Data suggest that many RIM users are actually shifting to 60% smartphones Android when they purchase a new smartphone. Specifically, 50% in the U.S. of RIM users who purchased a new smartphone in 2011, 31 40% 30% percent purchased Android phones while 43 percent stuck 20% with a RIM device. Despite being a longtime market leader in 10% the U.S., RIM faced challenges in reacting to rapidly-changing 0% JUN-10 OCT-10 FEB-11 JUN-11 OCT-11 consumer preferences for a better browsing experience, sleeker touch interface, and an expanded app marketplace. MICROSOFT SYMBIAN PALM RIM IOS ANDROID The iOS smartphone share gains were somewhat more deliberate in nature throughout much of the year, never gaining more than 0.6 percentage points in a month until the end of the year. However, 1.5 percentage points of its 4.6 point gain for the year came in the final two months of 2011 on the heels of the iPhone 4S launch in October. RIM, currently the third leading platform in U.S. market share, has seen the greatest attrition with its market share halving in the past year to 16.0 percent. 19
  • 20. SMARTPHONE 2012 will be a significant year in the U.S. smartphone market as adoption soars past 100 million owners and more U.S. Smartphone Market Share by OS Expanded Trend Source: comScore MobiLens, 3 mon. avg. ending Dec-2005 to Dec-2011, U.S. ADOPTION than half of the market use smartphones as their primary 100% 8% 4% 4% 3% mobile devices. iOS and Android will continue to maintain a 90% 10% 16% 23% stronghold on the platform market with the most advanced 80% 32% 5% ecosystems of apps and complementary products. RIM 70% 28% 31% 40% 41% continues to face a significant challenge in regaining market 26% 4% 30% 60% 8% share, as it promises to address product weaknesses under 16% 6% 50% 12% new leadership. Finally, Microsoft could emerge as a strong 28% 40% 18% 25% contender with its new Metro user interface promising to 35% 30% 26% unify Windows-based phones, tablets, and computers and 36% 47% 20% a partnership with Nokia to serve as the primary platform for 34% 25% 29% its smartphones. 10% 17% 9% 17% 0% If it looks like Android and Apple are positioned to lock Dec-2005 Dec-2006 DEC-2005 DEC-2006 Dec-2007 Dec-2008 Dec-2009 DEC-2007 DEC-2008 DEC-2009 Dec-2010 DEC-2010 Dec-2011 DEC-2011 up the smartphone market, one would be well-advised to SYMBIAN RIM PALM MICROSOFT IOS ANDROID recall the history of this market and how quickly leadership positions can change. If we travel back in time to 2005, Palm was the smartphone market leader at 35 percent, What does the future of the U.S. smartphone market followed by RIM and Symbian, each with more than look like? One could argue that the emergence of apps 20 percent of the U.S. market. By 2006, Microsoft had and more well-developed ecosystems around particular grabbed the lead, only to be overtaken by RIM in 2008, platforms might create a higher degree of customer lock- which would emerge as a strong leader for the next few in and help the leaders maintain and even extend their years. In 2011, Android vaulted into the lead while Apple positions. While Microsoft overhauls its platform and user solidified a strong #2 position. While the lead has switched interface and aligns with Nokia, and as RIM aims to reboot hands numerous times over the course of the entire history under a new CEO, the only thing we know is that we just of the U.S. smartphone market, Apple has never claimed can’t be sure how this rapidly changing market will play out. that mantle. 20
  • 21. SMARTPHONE ANDROID GRABS TOP POSITION IN EU5 SMARTPHONE MARKET ADOPTION The European smartphone market has seen significant shifts in market share in the past couple of years with Android EU5 Smartphone Market Share by OS Source: comScore MobiLens, 3 mon. avg. ending Dec-2011, EU5 and iOS gaining share at the expense of other platforms. In recent months, Android captured the top position 0.2% from Symbian in the EU5 and has seen substantial share gains across each of the markets in the past year. Overall, 3.4% Android’s EU5 market share jumped from 12.0 percent 5.2% in December 2010 to 31.2 percent in December 2011. Symbian, meanwhile, has seen its market share erode in each of these markets but is still maintaining the leading 9.4% position in Italy and Spain. iOS has mostly maintained or 31.2% slightly extended its market share across Europe. Despite accounting for a smaller percentage of the smartphone market, RIM actually expanded its market share in Europe in the past year, despite losing significant share in the U.S. 20.7% 29.9% ANDROID SYMBIAN IOS RIM MICROSOFT OTHER SMARTPHONE PALM 21
  • 22. SMARTPHONE The European market may prove to be especially competitive in the coming year given the migration of Nokia triumvirate promises the emergence of three robust app ecosystems that will benefit consumers but might force ADOPTION phones to the Microsoft platform. If Nokia can maintain a difficult choices among app developers. RIM also should similar market share in the OEM market, then Microsoft will not be discounted, particularly in the UK. Such competition establish itself as a very strong third platform in Europe to is likely to propel even greater operating system and app contend against the likes of iOS and Android. This platform innovation. EU5 Smartphone Market Share by OS Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 to Dec-2010 100% 2.5% 4.3% 4.9% 10.0% 7.0% 9.6% 7.9% 9.3% 90% 4.4% 12.5% 4.9% 9.7% 18.3% 3.3% 5.2% 6.8% 17.1% 8.1% 9.2% 4.8% 80% 12.9% 15.8% 11.5% 10.1% 22.2% 70% 20.7% 30.0% 25.2% 27.4% 26.4% 60% 40.4% 50% 28.4% 14.5% 17.0% 52.8% 40% 67.1% 64.7% 30.2% 46.4% 29.6% 30% 20% 36.6% 35.4% 33.6% 32.1% 10% 19.3% 18.6% 17.9% 11.6% 4.1% 7.2% 0% DEC-2010 DEC-2011 DEC-2010 DEC-2011 DEC-2010 DEC-2011 DEC-2010 DEC-2011 DEC-2010 DEC-2011 UK FRANCE GERMANY ITALY SPAIN OTHER MICROSOFT RIM IOS SYMBIAN ANDROID 22
  • 23. SMARTPHONE SMARTPHONE MARKETS IN JAPAN AND CANADA HAVE DIFFERENT COMPLEXION ADOPTION comScore introduced measurement of the mobile market in Canada during 2011 and in Japan during 2010, highlighting Japan Smartphone Market Share by OS Source: comScore MobiLens, 3 mon. avg. ending Dec-2011, Japan these two markets’ unique industry dynamics in smartphone 0.3% 0.2% usage. The market in Japan is particularly interesting in that smartphones currently represent just 17 percent of the market – far below what is seen for the North American 5.4% and European markets reported by comScore. However, the Japanese market is unique in that consumers have long had access to advanced phone capabilities through feature phone offerings exclusive to the Japanese market, presenting an initial barrier to entry for smartphones. Today, Japan’s smartphone market is heavily dominated by the Android and iOS platforms, with the two combining for 33.6% 94.1 percent of the smartphone market. Microsoft was the 60.5% only other platform with any notable slice of the market at 5.4 percent. While smartphone penetration still remains low in this market, we should expect to see the numbers climb substantially in the next year given continuing innovations made to smartphone functionality and the wide availability of these devices at more affordable price points. ANDROID IOS MICROSOFT SYMBIAN RIM 23
  • 24. SMARTPHONE Meanwhile, Canada also shows a very different complexion than most other markets due to the strength of the RIM/ Canada Smartphone Market Share by OS Source: comScore MobiLens, Dec-2011, Canada ADOPTION Blackberry platform. In fact, with 32.6 percent of the market, 0.4% Canada was the only smartphone market reported by 0.6% Canada was the only comScore in which RIM still maintained the leading position. 2.9% Also notable is that the iOS platform (31.2 percent market 4.5% smartphone market share) held a slight advantage over Android (27.8 percent). reported by comScore Symbian (4.5 percent) and Microsoft (2.9 percent) rounded in which RIM still out the top five platforms. maintained the lead While RIM currently maintains the top position in Canada, the 27.8% market dynamics are shifting and its hold is tenuous at best. Apple looks poised to assume the top position during the 32.6% first few months of the year, though Android could surprise and get there first. Over the past six months, RIM has lost 6 percentage points of market share with most of it going to Android. It should be noted, however, that RIM’s January appointment of a new CEO likely signals some upcoming strategic changes that may result in more innovative product 31.2% offerings. Should this change in leadership and enhancement in product offerings prove successful, RIM’s home market Canada represents perhaps the best opportunity to stem the tide and regain lost market share. MICROSOFT SYMBIAN PALM RIM IOS ANDROID OTHER 24
  • 25. Mobile Media Consumption In the U.S. APP AND BROWSER AUDIENCES REACH PARITY AS DUAL ACCESS METHODS SHAPE USERS’ EXPERIENCE and EU5, mobile At the conclusion of 2011, more than 127.6 million mobile surge in app users. In December 2011, 47.6 percent of the app audience users in the U.S. and 108 million users in Europe consumed total mobile audience in the U.S. used apps, an increase mobile media through their mobile browser or applications, of 13.3 percentage points, while 47.5 percent used mobile growth exceeded with both geographies seeing nearly 30 percent increases browsers, up 11.1 points. In Europe, 38.2 of the total that of mobile in these audiences. In 2011 both geographies saw mobile mobile audience accessed mobile media via application, browser growth app audience growth exceed that of mobile browser growth, up 10.1 percentage points, while 38.1 percent used their as smartphone adoption and growing app options fueled a browser (up 9.2 points). Percent Share of Browser and App Users Among Total Mobile Audience Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 vs. Dec-2010 38.2% +10.1 pts USED APPLICATION 47.6% +13.3 pts 38.1% +9.2 pts USED BROWSER 47.5% +11.1 pts EU5 U.S. 25
  • 26. MOBILE MEDIA Apps and mobile browsers offer brands distinct ways to engage with their audiences. Analysis of two news brands UK Mobile Access Method by Share of Total Visitors to BBC Sites and Sky Sites CONSUMPTION in the UK, BBC Sites and Sky Sites, found mobile access Source: comScore GSMA MMM, Dec-2011, UK methods vary significantly between the two. Three of four 75.5% visitors reached BBC Sites via their mobile browser, while more than two in five (42.2 percent) accessed content via 63.4% mobile apps. In comparison, Sky Sites, which launched its mobile app nearly a year prior to the BBC, witnessed 63.4 percent of its visitors access content via mobile apps 48.0% 42.2% and just 48 percent of the Sky Sites mobile audience accessing via mobile browser, demonstrating how app adoption influences the relationships between these two access methods. 17.0% For both brands, a substantial percentage of their 11.0% respective mobile audiences accessed content via both app and mobile browser, highlighting the importance of both channels for mobile media consumption. In December, BBC SITES SKY SITES 17 percent of mobile visitors reached BBC Sites through BROWSER ACCESS APP ACCESS BROWSER AND APP ACCESS a combination of app and browser usage compared to 11 percent of Sky Sites visitors. 26
  • 27. MOBILE MEDIA GOOGLE APPS MOST-VISITED BY BOTH IPHONE AND ANDROID USERS CONSUMPTION Apps are a critical component of the mobile media ecosystem, playing an important role in consumers’ mobile U.S. Top Mobile Apps for iPhone and Android by Unique Active Users (Age 18+) device purchase decision while shaping their engagement Source: comScore Mobile Metrix 2.0, Beta Data, Dec-2011, U.S. Facebook app ranks with mobile media content. A look at the top U.S. mobile iPhone Top Mobile Apps Android Top Mobile Apps as #3 most popular apps, using comScore’s forthcoming Mobile Metrix 2.0 YouTube Google Search app for iPhone and #4 behavioral mobile audience measurement product, found Google Maps Gmail that Google-owned apps led across both iPhones and for Android users Android devices in terms of total unique active users. For Facebook Google Maps iPhone users, YouTube ranked as the top app by unique Yahoo! Weather Facebook visitors, followed by Google Maps, Facebook, Yahoo! Pandora Radio Google News and Weather Weather and Pandora Radio. Analysis of the Android market Angry Birds YouTube found that Google Search led as the top app, followed Yahoo! Stocks Pandora Radio by Gmail, Google Maps, Facebook and Google News & ESPN ScoreCenter Angry Birds Weather. Other top apps among both ecosystems include The Weather Channel Adobe Reader popular games such as Angry Birds and Words with Google Search Words With Friends Friends. Both platforms saw Twitter join Facebook as the Words With Friends Twitter only other social network to crack the top 15 ranking. Netflix Yahoo! Messenger Fruit Ninja Amazon Appstore Twitter Yahoo! Mail Movies by Flixster Google Talk Facebook Messenger The Weather Channel 27
  • 28. MOBILE MEDIA 1 IN 3 NORTH AMERICANS ACCESS SOCIAL NETWORKS ON THEIR PHONE CONSUMPTION Analysis of the top mobile (feature phone and smartphone) activities across the U.S., Europe, Canada and Japan Selected Mobile Activities by Share of Total Mobile Audience Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 revealed varying degrees of mobile content usage and U.S. EU5 Canada Japan preferences. Americans and Canadians showed the Sent text message 74.3% 84.4% 69.2% 44.4% strongest propensity to access social networks and blogs on their mobile phones with more than one in three mobile Took photos 60.3% 59.8% 55.1% 63.9% users doing so in the U.S. (35.2 percent) and 31.2 percent Used email 40.8% 30.0% 35.9% 57.3% of Canadians doing so. Americans were also most likely to Accessed social networking/ 35.3% 25.7% 31.2% 19.6% blog access maps and news on their phone with 1 in 4 engaging in these behaviors in December 2011. Accessed weather 35.2% 23.2% 29.8% 35.1% Played games 31.4% 27.5% 30.8% 15.3% Europeans were the heaviest texters with nearly 85 percent Accessed search 29.5% 20.4% 25.6% 30.8% sending a text message during the month of December. Accessed maps 26.5% 18.2% 21.6% 19.4% Europeans were also most likely to use their phone to Accessed news 25.5% 20.0% 20.1% 24.3% capture video and listen to music with more than 1 in 4 Listened to music 23.8% 27.4% 23.0% 13.3% doing so. In Japan, mobile users demonstrated a high affinity Accessed sports info 21.8% 16.5% 16.0% 19.7% for content consumption, leading the four geographies in Accessed financial news or 15.1% 11.3% 11.4% 17.9% mobile media use. Across the markets studied, Japanese stock quotes mobile users were most likely to access email on their Accessed online retail 12.2% 8.2% 6.1% 10.0% phones with nearly 3 in 5 doing so during December, while 17.9 percent accessed financial news/stock quotes. 28
  • 29. MOBILE MEDIA Analysis of the fastest-growing activities for mobile users in the U.S. showed that consumers increasingly turn to showing no signs of slowing in the year ahead. Commerce- related content, including Electronic Payments (up 80 CONSUMPTION their devices for retail and commerce, a trend that many percent), Classifieds (up 72 percent), Auction Sites (up 70 analysts would highlight as among the most important percent) and Shopping Guides (up 67 percent), all realized stories for 2012. The disruptive force of mobile in the retail strong gains over the past year. environment provides brands with a significant opportunity to reach customers through a highly personal digital channel Health Information has continued to gain popularity for while at the same time posing a challenge, as consumers mobile users leading as the top-growing content category increasingly consult their new favorite shopping companion in 2011, surging 134 percent to reach 18.5 million U.S. – their smartphone – inside stores. In December 2011, 28.5 mobile users as this emergent category amassed a million mobile users accessed online retail content on their significant audience base. With more mobile health startups mobile devices, up 87 percent from the previous year and entering the field and traditional health information providers improving their mobile strategies, we expect to see this area U.S. Top Mobile Categories by Growth in Audience (000) develop even further in 2012. Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 vs. Dec-2010, U.S. 7,895 HEALTH INFORMATION +134% 18,491 15,221 ONLINE RETAIL +87% 28,537 6,250 MEN’S MAGAZINE CONTENT +82% 11,356 13,056 ELECTRONIC PAYMENTS +80% 23,480 13,789 GAMING INFORMATION +77% 24,358 11,794 JOB LISTINGS +74% 20,570 19,992 GENERAL REFERENCE +74% 34,859 16,971 CLASSIFIEDS +72% 29,164 13,908 AUCTION SITES +70% 23,675 9,803 KIDS/FAMILY ENTERTAINMENT +69% 16,593 DEC-2010 DEC-2011 29
  • 30. MOBILE MEDIA SMARTPHONES POISED TO BECOME CONSUMERS’ FAVORITE SHOPPING COMPANION IN 2012 CONSUMPTION The rise of mobile retail has become both an on-screen and in-store phenomenon. More than half of the U.S. smartphone look for new opportunities to use these mobile habits to their advantage. Retailers that fail to address this shifting shopping population used their phone to perform retail-related activities paradigm in 2012 risk losing dollars as savvy smartphone More than half of while in a brick-and-mortar store, bridging the gap between shoppers become a reality across many global markets. the U.S. smartphone the physical and digital worlds. This dynamic has created what some have deemed “retailers’ worst nightmare” as they are A look at the most popular in-store smartphone behaviors, population used found that 1 in 5 U.S. smartphone owners took a picture of forced to directly compete with others for the sale while the their phone to shop customer is inside their store. a product while in store and nearly the same number texted while in a brick-and- or called family or friends about a specific product. Nearly 1 The retail industry, which already experienced an upheaval with in 5 scanned a product barcode, while 12.1 percent of all mortar store the advent of online shopping, is poised for further disruption smartphone owners used their phone to compare product as smartphones enter brick-and-mortar stores, bringing the prices while in a store. Finally, nearly 10 percent used their Internet right onto retailers’ home turf and further complicating device to find coupons or deals. customer conversion. For retailers, this environment demands true prowess in order to understand how consumers are using these devices while in stores. The challenge for retailers will be to develop marketing strategies that recognize how their audiences are using mobile devices while shopping and 30
  • 31. MOBILE MEDIA Males and females displayed differing patterns of smartphone shopping behavior. Females were more likely to use their compared prices (14.1 percent), and researched product features (10.9 percent). CONSUMPTION smartphone to make shopping a more social experience as The rising trend seen for the smartphone shopping companion they engaged in behaviors such as taking product pictures (24 percent), sending these pictures to friends/family (20.2 is not limited to the U.S. In Canada, 53 percent of smartphone percent) and calling/texting family or friends about a specific owners used their phone for retail-related activities in a store, product (22.3 percent). Males were more likely to use their while Spain, bolstered by its strong smartphone penetration, smartphone to find information, with male respondents saw 52 percent of smartphone owners engage with their reporting to have scanned a product barcode (20.4 percent), phone while shopping. Share of U.S. Smartphone Owners Performing Activities in Retail Store Source: comScore MobiLens, 3 mon. avg. ending Dec-2011, U.S. 19.7% 24.0% 18.8% 22.3% 20.4% 16.2% 14.6% 20.2% 13.1% 12.3% 14.1% 10.0% 8.3% 11.1% 10.9% 7.2% 6.3% 5.7% TOOK PICTURE TEXTED/CALLED SCANNED A SENT PICTURE FOUND STORE COMPARED FOUND RESEARCHED CHECKED OF PRODUCT FRIENDS/FAMILY PRODUCT OF PRODUCT TO LOCATION PRODUCT COUPONS OR PRODUCT PRODUCT ABOUT PRODUCT BARCODE FAMILY/FRIENDS PRICES DEALS FEATURES AVAILABILITY MALES FEMALES 31
  • 32. MOBILE MEDIA QR CODES LINK MOBILE TO TRADITIONAL MARKETING MEDIA CONSUMPTION During 2011, QR codes came onto the scene as a way to bridge mobile and traditional media across various mediums their phone, leading Canada and European markets as the top scanning market. Canada and Germany both saw near including print publications, product packaging, outdoor 16 percent of smartphone owners scanning QR codes kiosks and more. A QR (“Quick Response”) code is a during the month, while the UK and Spain (home to the specific matrix bar code (or two-dimensional code) that is most penetrated smartphone markets) saw just 12 percent readable by smartphones. In December 2011, 1 in every 5 of their audiences scanning QR codes. smartphone owners in the U.S. scanned a QR code with Percent of Smartphone Audience that Scanned a QR Code Source: comScore MobiLens, 3 mon. avg. ending Dec-2011 U.S. 20.3% CANADA 16.1% GERMANY 15.6% FRANCE 12.6% UK 12.3% SPAIN 11.9% ITALY 10.1% 32
  • 33. MOBILE MEDIA Of those U.S. smartphone owners that scanned a QR code in December 2011, the most popular source of scanning QR codes demonstrate just one of the ways in which mobile marketing can be integrated into existing campaigns to help CONSUMPTION was product packaging (done by 42 percent of the scanning reach desired consumer segments and further bridge the population), while the most popular location for scanning was gap between mobile and traditional marketing strategies at at home (done by 57 percent of scanners). Product information relatively low risk and investment for brands. But in order for was the most popular result of scanning a QR code with it to become a truly effective marketing tool, marketers must nearly 3 in 4 of the scanning audience directed to product info. understand how consumers are engaging with these codes Nearly one-third of those that scanned a QR code resulted in a and how these codes can complement marketing strategies to coupon or offer, while 1 in 4 received event information. create another connection point with consumers. Result of Scanning QR Code by Percent of Smartphone Scanning Audience* *Percentages will not sum to 100% as respondents Source: comScore MobiLens, 3 mon. avg. ending Dec-2011, U.S. may select more than one source of QR code scanned PRODUCT INFORMATION 73.3% COUPON OR OFFER 32.2% EVENT INFORMATION 25.1% CHARITY/CAUSE INFORMATION 12.7% APPLICATION DOWNLOAD 10.9% 33