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4th Screen Advertising

ComScore MMetrics Update


October 09 Sector Focus:
Social Networking
Contents

 Mobile Internet User Demographic Breakdown

 October Focus: Social Networking

 Social Networking Traffic

 Social Networking Demographic


Mobile Internet Age and Gender

Browsing by Age Browsing by Gender


3,500,000 Male Female
3,000,000

2,500,000

2,000,000
36%
1,500,000

1,000,000
64%
500,000

0
13-17 18-24 25-34 35-44 45-54 55+

 Mobile internet users tend to be males aged 18-34


Mobile Internet Frequency and Usage

Browsing Frequency Browser Usage Breakdown


5,000,000
4,500,000 News Brand Usage
4,000,000
3,500,000 5%
7% Social Networking Brand
3,000,000 Usage
2,500,000 25%
8% Directories Brand Usage
2,000,000
1,500,000 Almost every day
Utilities Brand Usage
1,000,000
At least once each week 9%
500,000 Search Brand Usage
-
Once to three times
Almost every day

throughout the month


At least once each week

Once to three times

16% Entertainment Brand


throughout the month
15% Usage
Personal Email Brand
Usage
15%
IM Brand Usage

 The mobile internet is used every day by over 25% of all users

 News and social networking most popular sites


Mobile Internet Income and Connection

Browsing by Income Browsing by Handset


3,000,000 Connection
2,500,000 8,000,000
7,000,000
2,000,000 6,000,000
1,500,000 5,000,000
4,000,000
1,000,000 3,000,000
2,000,000
500,000
1,000,000
0 0
<£15k £15k - £30k - £45k - £55k - £65k - £75k+ 3G Subscribers Non-3G or Unknown
<£30k <£45k <£55k <£65k <£75k Subscribers

 56% of mobile internet users earn £30,000 or more

 Almost 2/3 of users handsets are 3G


Mobile Internet Handsets

Browsing by Handset Type Smartphone Browing by Brand


2,500,000

2,000,000

1,500,000
45%
Smartphone
1,000,000
55% Not Smartphone

500,000

0
Symbian Apple RIM Microsoft Google Palm

 Under 18 of handsets in the UK market are Smartphones but they account


for 45% of mobile internet traffic
 This could be due to a number of differences in functionality including large screens, easy
navigation and faster connections

 Symbian handsets are the most prevalent smartphone internet users


Month Focus: Social Networking Traffic

 Social networking the driving force for increasing mobile internet uses
 Facebook coming out as the top publisher

Mobile Social Networking


Users
8,000,000
7,000,000
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
0

Source: ComScore Mmetrics Sept 09

 The number of mobile social networking users has more than doubled
over the past year (based on UK ComScore MMetrics 3 month moving
average data)
Social Networking Demographics

Age Gender
35.00%

30.00%

25.00%
Female
20.00%
43%
Male
15.00% % Users
57%

10.00%

5.00%

0.00%
13-17 18-24 25-34 35-44 45-54 55+

Source: ComScore Mmetrics Sept 09 Source: ComScore Mmetrics Sept 09

 The majority (59% of users) are aged 18-34

 There is a slight skew towards users being male


Demographics Continued

Household Income Top Social Networking


30.00%
Handsets
25.00%

20.00%

15.00%

10.00%
% Users
5.00%

0.00%

Source: ComScore Mmetrics Sept 09 Source: ComScore Mmetrics Sept 09

 Almost 25% of social networking users earn between £30,000 and


£44,999

 Prominence of smart phones in the top handsets reflects the tech savvy
nature of the users
Thank You

For any questions please contact us.

Thank you

Oliver Watson
Analyst
4th Screen Advertising
oliver.watson@4th-screen.com