CONNECTED EUROPE

How smartphones and tablets are shifting media consumption

Linda Abraham, CMO comScore Ren Schuster, CEO Telefnica Germany

Cross-platform consumption has created a vastly different landscape

The Rise of smartphones and tablets . Apple demonstrated leadership Key Players in the fragmented mobile ecosystem Mobile Media is booming

Connected device traffic is gaining share of overall traffic

Apples halo continues to expand with the iPad

with mobile commerce taking off and reshaping expectations for the retail industry

THE RISE OF SMARTPHONES

EU5 LEADS THE US

Source: comScore MobiLens, EU5 and US, 3 mon. avg. ending Oct 2011

ANDROID GOES MAINSTREAM

TABLETS NOT JUST FOR MOBILE USERS

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

EU5

6.6%

ES

8.8%

IT

6.9%

FR

6.8%

UK

6.2%

DE

5.4%

APPLE ECOSYSTEM TAKES TOP SPOT FOR TOTAL DEVICES IN USE

OS Market Share Audience Source: comScore MobiLens, EU5, 3 mon. avg. ending Oct 2011

Other 4% Microsoft 5%

Apple iOS

Apple 30%

RIM 8%

Google Android

Symbian

RIM

Smartphones Tablets Other Devices (iPod Touch)

Symbian 26%

Microsoft

Other

Android 27%

10,000

20,000 30,000 Users (000)

40,000

MOBILE MEDIA CONSUMPTION ON THE UP

MOBILE LEADS BUT TABLETS GAINING STEAM

TABLET USAGE SPIKES AT NIGHT

APPLES HALO CONTINUES TO SHINE WITH THE iPAD

Tablet Ownership Amongst Smartphone Owners Source: comScore MobiLens, EU5, 3 mon. avg. ending Oct 2011

MOBILE RETAIL USAGE IS ACCELERATING

YOUNG MALES DRIVING MOBILE RETAIL

Demographic Profile of Mobile Retail Users by Index
Source: comScore MobiLens, EU5, 3 mon. avg. ending Oct 2011
Male 125

Female

75

13-17

130

18-24

200

25-34

175

35-44

116

45-54

58

55+

29
Index of 100 indicates average representation

SMARTPHONES OPEN UP A WHOLE NEW WORLD FOR CONSUMERS

E-commerce and Related Services Accessed by % of Smartphone Users
Source: comScore MobiLens, EU5, 3 mon. avg. ending Oct 2011

Accessed bank accounts

20.3

Accessed online retail

13.9

Accessed electronic payments

12.1

Accessed shopping guides

10.9

Accessed credit cards

10.6

Used deal-a-day

10.1

... AND BECOMES AN IN-STORE SHOPPING TOOL

Top Activities Performed in a Retail Store by % of Smartphone Users
Source: comScore MobiLens, EU5, 3 mon. avg. ending Oct 2011 Took picture of a product Texted or called friends/family about a product Scanned a product barcode Sent picture of product to family/friends Found store location Compared product prices Researched product features Found coupons or deals Checked product availability 2.4 4.5 3.9 6.6 10.9 10.1 14.9 21.8

6.4

Connected Europe
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