The document summarizes key findings from a presentation given by Hesham Al-Jehani of comScore at the 2013 mSport Summit. Some of the main points include: - Smartphone ownership has risen rapidly across major European markets, with over half of consumers in the EU5 owning a smartphone. - Growth in online sports audience and engagement is primarily coming from mobile access, with mobile driving a 54% increase in sports access over 2 years. - Multi-platform users, accessing sports coverage across both PC and mobile, consume more content on average. - The 2012 London Olympics was a landmark event for digital and mobile consumption, with over 9 million mobile visits to the BBC's Olympics coverage from

1. The Mobile Shift:
How connected devices are changing
consumer attitudes and behaviour
mSport Summit 2013
Hesham Al-Jehani, Product Manager Mobile, Europe | 24th April 2013
hal-jehani@comscore.com
© comScore, Inc.
Proprietary.

2. Agenda

comScore Intro

Mobile Device Landscape

Mobile Media Trends

Mobile Sports Consumption

Demographics

Summary
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2

3. comScore Introduction
who are we and what we do?
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Proprietary.
3

4. comScore is a leading internet technology company that
provides Analytics for a Digital World™
NASDAQ
SCOR
Clients
2,100+ Worldwide
Employees
1,000+
Headquarters
Reston, Virginia, USA
Global Coverage
Measurement from 172 Countries; 44 Markets Reported
Local Presence
32 Locations in 23 Countries
Big Data
Over 1.5 Trillion Digital Interactions Captured Monthly
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Proprietary.
V0113
4

5. Providing Analytics For More Than 2,100 Clients Globally
Media
Agencies
Telecom/Mobile
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Financial
Proprietary.
Retail
Travel
CPG
Health
Technology
V0113
5

6. The Challenge of Understanding Today’s Digital Consumer
PC/Mac
Tablet
Smartphone
TV
Gaming
 Digital Omnivores accessing their digital world across multiple
devices, in different ways across each day
 Understanding the person—not just device traffic—is key
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Proprietary.
6

7. comScore Meets the Multi-Platform Challenge
MMX Multi-Platform
• Available in US and UK
• Official partner for digital audience
measurement in UK via UKOM
Unduplicated Digital Audience
• PC
• Smartphones
• Tablets
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Proprietary.
7

8. Mobile Device Landscape
the smartphone majority has
arrived!
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8

9. 2012 Was An Eventful Year For All Things Digital and Mobile
• London 2012 Olympics, the first truly digital Games with 55m
global browser visits to BBC sports online
• Launch of 4G in 10 UK cities
• Wi-Fi on London Underground
• The digital switchover and the death of Ceefax
• Launch of Microsoft Surface and iPad Mini tablet
• Samsung becomes largest mobile phone OEM by market share
• Facebook passes half a billion mobile user milestone
• Angry Birds hits 1 billion downloads
• The business failure of major high street chains - Comet, Jessops,
HMV and BlockBusters
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9

10. Mobile is Fundamental to Growth!
"Today there is no argument
Facebook is a mobile company.“
Mark Zuckerberg
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10

11. The Smartphone Majority Has Arrived: Penetration in EU5 at 59%
Smartphone Penetration
YoY Growth of 29%
in EU 5 and
Germany leading
the surge
55%
67%
YoY Growth By Country
Germany
45%
56%
France
32%
55%
Spain
UK
Italy
27%
68%
22%
20%
© comScore, Inc.
Proprietary.
Source: MobiLens™.
Data based on 3 month moving average to Feb 2013
11

12. Over Four Fifths Of Handset Acquisitions are Smartphones
Newly acquired handsets in UK
by platform February 2013
Google
56%
Feature
17%
Smartphones
83%
Apple
27%
Blackberry, 8%
Windows, 8%
Other, 2%
© comScore, Inc.
Proprietary.
Source: MobiLens™.
Data based on 3 month moving average to Feb 2013
12

13. Smartphone Landscape Is Dominated by Android and iOS Devices
With Over Three Quarters Market Share
Smartphone platform market share
and growth UK
56%
4%
5%8%
2%
12%
19%
13%
18%
20%
19%
28%
29%
38%
27%
21%
26%
Other
27%
Microsoft
Symbian
-14%
BlackBerry
Apple
20%
Google
39%
31%
22%
50%
42%
44%
Feb 12
-51%
Feb 13
27M
118%
33M
© comScore, Inc.
Proprietary.
Source: MobiLens™.
Data based on 3 month moving average to Feb 2013
13

14. Samsung The Largest OEM in UK
Device market share by OEM
LG
1%
LG
3%
Other
Sony 3%
Other
8%
5%
Sony
6%
BlackBerry
9%
Samsung
28%
Nokia
8%
BlackBerry
13%
Total Base
49.5 Million
HTC
9%
Nokia
19%
Apple
18%
© comScore, Inc.
Proprietary.
HTC
14%
Source: MobiLens™.
Data based on 3 month moving average to Feb 2013
Apple
28%
Smartphone
Base
33 Million
Samsung
28%
14

15. Rapid Rise of UK Tablet Ownership to Over 10 Million Units
Tablet ownership over 18 month period to Feb 2013
(millions)
10
Total Market
9
Tablet penetration
for smartphone
owners reaching
32% of base
Apple iPads
8
+280%
7
6
5
+217%
4
3
2
6
million
iPads
1
0
Sep-11
Nov-11
Jan-12
Mar-12
© comScore, Inc.
May-12
Proprietary.
Jul-12
Sep-12
Nov-12
Jan-13
Source: MobiLens™.
Data based on 3 month moving average to Feb 2013
15

16. Mobile Media Consumption
the rise of multi-platform digital
consumerism
© comScore, Inc.
Proprietary.
16

17. 91% of Smartphone Users Connect to the Internet With Their Device
Compared to a Quarter Of Feature Phone Users
95% 2 Year
Growth
Smartphone users who use connected media
(millions)
Feb-13
Jan-13
Dec-12
Nov-12
Oct-12
Sep-12
Aug-12
Jul-12
Jun-12
May-12
Apr-12
Mar-12
Feb-12
Jan-12
22 23
Dec-11
Nov-11
Oct-11
Sep-11
Aug-11
Jul-11
Jun-11
May-11
Apr-11
Mar-11
Feb-11
20 21
19 20
18 19
17 17
15 16
30 30
28 29 29
28
26 27
25 26
24 24 25
Connected Media = Used browser, application, native email, stream or download music
and broadcast / on-demand video (does not include SMS)
© comScore, Inc.
Proprietary.
Source: MobiLens™.
Data based on 3 month moving average to Feb 2013
17

18. A Third of UK Internet Traffic Driven by Non-PC Devices And Mobile
Mobile Phones Make Up Almost A Quarter of All Traffic
Share of non-PC device traffic in the UK
Feb 2013
PC 68%
Non PC
32%
Mobile
23%
Tablet 8%
Other 1%
© comScore, Inc.
Proprietary.
Source: Device Essentials™,
UK, February 2013
18

19. Almost 70% of All Mobile Phone Data Usage Takes Place Over a Wi-Fi
Network
Mobile phone traffic by network access
method and platform
Wi-Fi
Mobile Network
68%
60%
60%
69%
96%
32%
40%
40%
31%
4%
Mobile Phone Traffic
© comScore, Inc.
iOS
Proprietary.
Android
Source: Device Essentials™,
UK, February 2013
BB
Microsoft
19

20. Apple iOS Devices Generate 73% of UK Mobile Traffic
Platform share of UK tablet & mobile
Internet traffic
6%
94%
Microsoft
5% 1%
iOS
21%
67%
3%
30%
iOS
Android
Blackberry
85%
Android
15%
Other
73%
93%
Blackberry
Mobile
© comScore, Inc.
Proprietary.
Source: Device Essentials™,
UK, February 2013
Tablet
7%
Other
20

21. Share of Device Page Traffic on a Typical Workday
Devices Satisfy Different Demands Throughout the Day
Mobiles
brighten the
commute
Tablets
popular at
night
PCs dominate
working hours
LATE NIGHT
EARLY
MORNING
DAYTIME
EARLY
EVENING
(12AM - 7AM)
(7AM – 10AM)
(10AM – 5PM)
(5PM – 8PM)
© comScore, Inc.
Proprietary.
Source: comScore Device Essentials, 21st Jan 2013 UK data
PRIME
TIME
(8PM – 12AM)
21

22. Mobile Sports Consumption
mobile is driving growth in online
sports consumption
© comScore, Inc.
Proprietary.
22

23. Sports The 7th Largest Mobile Content Category: 13 Million Access
Sports News & Info On Their Phones
Top mobile content categories (million)
News
31
Social Networking
4 million users
access sports
sites daily on their
mobile phones
22
Search
21
Weather
21
News
18
Maps
14
Sports
13
Entertainment news
12
Reference
10
Online Retail
10
Photo / Video Sharing
8,805
Browser
11
Bank Accounts
Mobile sports access method (000)
10
Auction sites
5,205
9
Tech news
Application
9
Television Guides
8
© comScore, Inc.
Proprietary.
Source: MobiLens™.
Data based on 3 month moving average to Feb 2013
23

24. 10% Average Mobile Exclusive Reach For Sports Sites
How BIG is The Total, Unduplicated
Audience for Sport?
Unduplicated
Online
Audience
7 million
7 million
Mobile
Mobile users
Users
26M
© comScore, Inc.
Proprietary.
Source: MMX Multi-Platform ™.
Feb 2013 Data
24 million
accessing via
PC
24

25. Top Mobile Sports Sites Enjoy Significant Uplift in Audience Reach
Through Mobile
Top 10 Mobile Sports Sites v PC Access (000s)
PC Reach
Exclusive
Mobile
Reach
Mobile Reach
9,230
5,039
4,295
25%
37%
1,147
2,301
890
2,297
14%
685
1,900
17%
608
2,246
13%
583
697
448
46%
5,673
420
1,239
12%
350
854
20%
349
© comScore, Inc.
5%
Proprietary.
Source: MMX Multi-Platform ™.
Feb 2013 Data
25

26. Growth In Online Sports Audience Coming Almost Entirely From
Mobile Access
PC and mobile phone access to sports sites two
year trend (millions)
30
14
12
25
Mobile phone
sports access
up 54% in 2
years
10
20
8
PC
15
6
Mobile
10
4
5
2
© comScore, Inc.
Proprietary.
Feb-13
Jan-13
Dec-12
Nov-12
Oct-12
Sep-12
Aug-12
Jul-12
Jun-12
May-12
Apr-12
Mar-12
Feb-12
Jan-12
Dec-11
Nov-11
Oct-11
Sep-11
Aug-11
Jul-11
Jun-11
May-11
Apr-11
Mar-11
Feb-11
-
Source: MMX Multi-Platform ™. and MobiLens™.
MobiLens data based on 3 month moving average to Feb 2013, Feb 2013 Data for MMX
26

27. 2012 Olympics Was The First Digital Multi-Platform Games
Usage by hour across the day by device
for 28 July to 9 Aug
© comScore, Inc.
Proprietary.
Source BBC: “The story of the digital Olympics: streams, browsers, most watched, four screens”
bbc.co.uk/blogs/internet/posts/digital_olympics_reach_stream_stats
27

28. 9.2m UK Mobile Visits to the BBC’s Olympics Coverage
Usage by hour across the day by device
28 July to 9 Aug
© comScore, Inc.
Proprietary.
Source BBC: “The story of the digital Olympics: streams, browsers, most watched, four screens”
bbc.co.uk/blogs/internet/posts/digital_olympics_reach_stream_stats
28

29. More Devices Mean More Consumption: Olympic Sports
Coverage Viewed Most by Multi-Platform Users
Average Time Spent Per Day Following Olympics in US
8hr 29min
47min
6hr 50min
51min
5hr 18min
4hr 19min
4hr 28min
TV Only
TV + PC Only
55min
59min
50min
4hr 19min
40min
© comScore, Inc.
Proprietary.
5hr
Tablet
Mobile
PC
TV
6hr 7min
TV + PC + Mobile TV + PC + Mobile +
Tablet
Source: comScore custom analytics. Single Source Multi-Platform Study. A18+. 7/27/12 – 8/12/12. Total Day. Screen
Status Definitions: TV+PC Only = Followed the Olympics on TV and PC but not on Mobile or Tablet, TV+PC+Mobile =
Followed the Olympics on TV, PC and Mobile but not on Tablet, TV+PC+Mobile+Tablet = Followed the Olympics on all
4 screens.
29

30. Demographics
who are mobile sports fans?
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Proprietary.
30

31. Demographic Profile of Sports Users Describe A Typical 25-34 Year
Old Employed Male on a Post Paid Tariff
26
Corporate
4%
Age (%)
Plan
22
Female
28%
15
Male
72%
Postpaid
76%
7
13-17
18-24
£75k+
7%
<£15k
12%
£55k - <£65k
9%
£45k - <£55k
14%
25-34
35-44
45-54
55+
Other
Retired 2%
6%
Unemployed
6%
Household Y
£65k - <£75k
5%
14
Prepaid
20%
16
Status
Employed
part time
10%
£15k - <£30k
26%
Student
15%
Employed
Full time
59%
£30k - <£45k
27%
© comScore, Inc.
Proprietary.
Source: MobiLens™.
Data based on 3 month moving average to Feb 2013
31

32. 92% of Mobile Sports Fans Are Smartphone Owners
Device, platform and OEM share of
smartphone sports fans
Feature
8%
Smartphone
92%
Microsoft
4%
Symbian
3%
BlackBerry
10%
Google
50%
Other
Nokia 5%
5%
Sony
6%
Apple
33%
BlackBerry
10%
Apple
33%
HTC
14%
Samsung
27%
© comScore, Inc.
Proprietary.
Source: MobiLens™.
Data based on 3 month moving average to Feb 2013
32

33. Top 10 Sports Smartphones Dominated by Apple and Samsung
Devices
iPhone 4S
1.3M
Wildfire S
0.2M
iPhone 4
1.2M
HTC Desire S
0.2M
Galaxy S2
0.7M
Galaxy Ace
0.2M
Galaxy S3
0.5M
iPhone 3G
0.2M
iPhone 3GS
0.4M
iPhone 5
0.2M
© comScore, Inc.
Proprietary.
Source: MobiLens™.
Data based on 3 month moving average to Feb 2013
33

34. Summary
key take-aways
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Proprietary.
34

35. •
The smartphone majority has arrived with tablet ownership
rising rapidly
•
High-speed, ubiquitous mobile data connectivity will lead to
even more mobile media consumption
•
Multi-platform users typically consume more across all their
devices
•
Growth in online audience and engagement primarily driven
by mobile access
•
A holistic view of the digital omnivore is necessary to
succeed and grow your online business
© comScore, Inc.
Proprietary.
35

36. What’s Next for Mobile in 2013?
Get the free white paper!
2013 Mobile Future in Focus Report
2012 was another milestone year in the
life of mobile as continued innovation in
hardware, software and device
functionality laid the groundwork for the
future of the industry.
For a look at what’s ahead for mobile,
download the 2013 Mobile Future in
Focus Report:
www.comscore.com/FutureinFocus2013
© comScore, Inc.
Proprietary.
36

37. Thank you for your attention
mSport Summit 2013
Email: hal-jehani@comscore.com
Follow us on Twitter: @comScoreEMEA
Find us on Facebook: facebook.com/comscoreinc
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Proprietary.