The Global Mobile Report FINAL ENG WL3 PDF

The Global Mobile Report
comScore’s cross-market comparison of

mobile trends and behaviours
Introduction Ben Martin | Director, Global Marketing Insights | bmartin@comscore.com
Earlier in 2017, our Mobile’s Hierarchy of With the addition of new markets, this report We examine audiences that are driving ‘mobile
Needs report highlighted some key expands on those findings to provide a global only’ digital consumption, which categories are
consumer behaviours on mobile devices that snapshot of the mobile ecosystem. In The more ‘mobile first’, and the state of global app
align with the human needs established in Global Mobile Report, comScore mobile and consumption, identifying actionable sweetspots for
Maslow’s famous paper. multi-platform data to highlight publishers, advertisers and digital businesses.
demographics, content categories and brands
that are shaping the digital landscape.
© comScore, Inc. Proprietary. 2

Global Mobile
Overview

Mobile has established primary position around the globe
Mobile accounts for over half of all digital minutes in 13 markets, and over 75% in Mexico,
India and Indonesia
Mobile Percentage of Total Digital Minutes
100%
90%
80% 86%
75% 73% 73% 73% 71%

60% 67% 65%
62%
v 61% 59% 57%
40%
20%
0%
Indonesia India Mexico Brazil Argentina Malaysia Spain China USA Italy UK Canada Germany
Source: comScore Mobile Metrix, May 2017 © comScore, Inc. Proprietary. 4

Argentina leads the world in per-person mobile minutes
Latin American markets top the world in terms of average mobile minutes per visitor
Mobile Average Minutes per Visitor
Argentina 5,653
Brazil 4,489
USA 4,419
France 4,022
Canada 3,927
UK 3,858
Indonesia v 3,722
Malaysia 3,573
Spain 3,565
Mexico 3,542
Germany 3,248
Italy 2,854
India 2,844
China 2,510
0 1,000 2,000 3,000 4,000 5,000 6,000

App time is universally a larger contributor than mobile web
The refined user experience and functionality of apps has led to their dominance of mobile time
App Average Minutes per Visitor
Mobile Average Minutes per Visitor App Average Minutes per Visitor
Argentina 5,344
Brazil 4,080
USA 4,075
France 3,497
Canada 3,607
UK 3,380
Indonesia v 3,584
Malaysia 3,509
Spain 3,248
Mexico 3,355
Germany 2,891
Italy 2,557
India 2,636
China 2,508
0 1,000 2,000 3,000 4,000 5,000 6,000

Apps drive dominant share of mobile time in all markets
More than 80% of mobile minutes in all markets are spent on apps
Share of Mobile Minutes for Apps / Mobile Web
App Minutes Mobile Web Minutes
94% 93% 92% 89% 89% 88% 88%
Argentina Malaysia Mexico v

Brazil Germany Spain India
87% 87% 87% 87% 86% 80%
Indonesia USA Italy France Canada UK

Mobile Only
Audiences

More than ¼ of global users measured are now mobile only
In all but 3 markets, 70%+ of users are active on mobile during the month. In India 70% use ONLY mobile
% of Total Digital Population Mobile Only Multi-Platform Desktop Only
4% 6% 8% 8% 12% 15% 22%

Mobile Only Mobile Only Mobile Only Mobile Only Mobile Only Mobile Only Mobile Only
Germany France UK Canada USA Argentina China
22% 26% 29% 32% 37% 67% 70%

Mobile Only Mobile Only Mobile Only Mobile Only Mobile Only Mobile Only Mobile Only
Malaysia Italy Brazil Spain Mexico Indonesia India
Source: comScore MMX Multi-Platform, May 2017 © comScore, Inc. Proprietary. 9

‘Mobile only’ share of total digital audience is growing
Brazil and Spain increased an already high share of mobile only users, but all markets saw this segment grow
Mobile Only % of Total Digital Audience (May 2016 to May 2017)
May 2016 May 2017
+5 +7 +2 +1
Mobile Mobile Mobile Mobile
Only Only Only Only
Spain Brazil United States United Kingdom

Mobile only usage correlates strongly with mobile time
Even as a minority, larger mobile only audiences intensify the overall share of the platform in their market
Mobile Only Audiences vs. Mobile’s Percentage of Total Digital Minutes
% of minutes which are mobile % of audience which is mobile only

100%
90%
90%
80% 86%
70% 75%
73% 73% 73% 71%
70%
60% 67% 67% 65%
62% 61% 59%
50% 57%
40%
30% 37%
32%
29%
20% 26%
22% 22%
10% 15%
12% 8% 8% 4%
0%
Indonesia India Mexico Brazil Argentina Malaysia Spain China USA Italy UK Canada Germany

Mobile only usage not restricted to demographic extremes
Despite high mobile minutes, younger and older demographics are less likely to abandon desktop altogether
Mobile Only % by Age Demographic Average
80%
60%
40%
28%
25% 26% 24%
20%
0%
18–24* 25–34 35–44 45+
Bars shown in order: Brazil, Canada, China, France, India, Italy, Malaysia, Spain, UK, USA
Source: comScore MMX Multi-Platform, May 2017 | *Ages 15–24 in Brazil, China, India, Italy, Malaysia, Spain & UK © comScore, Inc. Proprietary. 12
Females are more likely to be mobile only internet users
India was the only market where male users were more likely to be mobile only
Mobile Only % by Gender
14% USA 11%

9% UK 7%
35% Spain 29%
49% Mexico 37%
23% Malaysia 22%
28% Italy 23%
79% Indonesia 70%
60% India 76%
4% Germany 4%
Females 7% France 6% Males
26% China 19%
9% Canada 8%
31% Brazil 27%
19% Argentina 15%
80% 70% 60% 50% 40% 30% 20% 10% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80%

Certain content categories are driven by mobile only usage
On-the-go categories like communications and weather most likely to skew toward mobile only
Average Mobile Only % of Total Digital Audience Across 14 Markets
80% 74% 72% 67% 64%
Instant Messenger Incentives Weather Personals Job Search
62% 60% 59% 59% 58%
Telecommunications Lifestyles – Food Coupons Gay/Lesbian Beauty/Fashion/Style

‘Mobile first’ categories and human need states
Highlighted in a 2017 comScore study, mobile first behaviours can be aligned with human needs
SELF-ACTUALISATION | Travel
ESTEEM | Newspapers, Social networking
LOVE / BELONGING | Personals, Instant Messaging
SAFETY | Banking, Weather, Career services
PHYSIOLOGICAL | Health, Weather, Apparel, Retail - food, Real estate
Download Mobile’s Hierarchy of Needs for more information

Mobile Category
Dynamics

More than ¼ of mobile minutes on socially-driven functions
Social networking and instant messengers are consistently among the most popular mobile behaviours
Other Instant Messaging Social Networking
44% 40% 40% 38% 37% 33% 31%
Argentina Indonesia Malaysia Mexico France Brazil Germany
30% 25% 26% 25% 24% 23% 21%
Italy India Spain Canada China UK USA

Overall mobile share is driven by highly mobile categories
Services (including instant messaging), entertainment and social drive up overall share of mobile minutes
UK Total Minutes (MM) by Category / Platform
Mobile minutes Desktop minutes
50,000
40,000
30,000
20,000
10,000
0
Entertainment
Portals
Services
Social Media
Games
Retail
Lifestyles
Health
Gambling
Telecommunications
and Development
Real Estate
Family & Youth
Automotive
Reference
Education
Government
News/Information
Search/Navigation
Technology
Sports
Travel
Directories/Resources
Business/Finance
Business to Business
Career Services
The longer tail of categories still relies heavily on desktop
Beyond categories delivering large absolute volumes of mobile minutes, desktop share is often over 50%
Share of UK Total Minutes (MM) by Category / Platform
Mobile minutes Desktop minutes
100%
28% 21% 46% 19% 22% 50% 59% 40% 37% 32% 35% 40% 18% 57% 58% 42% 24% 43% 45% 69% 71% 61% 75% 92% 79%
80%
60%
40%
20%
72% 79% 54% 81% 78% 50% 41% 60% 63% 68% 65% 60% 82% 43% 42% 58% 76% 57% 55% 31% 29% 39% 25% 8% 21%
0%
Entertainment
Portals
Services
Social Media
Games
Retail
Lifestyles
Health
Technology
Sports
Gambling
Telecommunications
and Development
Real Estate
Family & Youth
Automotive
Reference
Education
Government
Travel
News/Information
Search/Navigation
Directories/Resources
Business/Finance
Business to Business
Career Services
Cross-market averages identify ‘mobile first’ categories
Mobile takes a large share of overall digital minutes, but category nuances are important to understand
Mobile % of Total Digital Minutes (with average for all markets) Average
100%
90%
80% 78%
70%
60% 60%
59%
50% 48%
44%
40% 40%
38%
33%
30%
20%
10%
0%
Social Networking Retail News/Information Travel Apparel Banking Real Estate Portals
Bars shown in alphabetical order: Argentina, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Malaysia, Mexico, Spain, UK, USA

Some category audiences are also surpassing desktop
In a number of major categories, mobile audiences are now larger on average than their
desktop counterparts
Mobile Audience as % of Desktop Audience (with average for all markets) Average
500%
450%
400%
350%
300%
250%
200%
170%
153% 153%
150% 143% 133%
128% 123%
100%
50%
0%
News/Information Apparel Social Networking Travel Banking Real Estate Retail

Social / leisure categories draw most mobile time per user
On a per-user basis, users spend more time on communication and entertainment than
practical uses
Average Mobile Minutes Per User (with average for all markets) Average
1,600
1,400
1,200
1,000
816
800
624
600
600
483
400
200 191
129
0
Social Networking Instant Messengers Entertainment Games Retail News/Information

Games flourish in North America and Western Europe
In several markets, gaming accounts for more minutes per user than even the instant
messaging category
Average Minutes Per User
Games Instant Messaging Social Media
3,000
2,500
2,000
France Germany
1,500
Canada
UK USA
1,000
500
0
Argentina Brazil Canada China France Germany India Indonesia Italy Malaysia Mexico Spain UK USA

M-commerce
and mobile
transactions

Mobile banking / retail reach achieves relative parity with desktop
Mobile adoption for the banking and retail categories now almost mirrors desktop equivalents
Category Reach by Platform Mobile Desktop
USA
UK
Spain
Malaysia
Mexico
Indonesia
Italy
India
Germany
Banking Retail
France
China
Canada
Brazil
Argentina
100% 80% 60% 40% 20% 0% 0% 20% 40% 60% 80% 100%

Global retail time has generally shifted to mobile devices
More than half of time in the retail category has shifted to mobile in most markets, but are
they converting?
Share of Retail Minutes by Platform
Mobile Minutes Desktop Minutes
42% 60% 51% 86% 47% 36% 87%
Argentina Brazil Canada China France Germany India
91% 52% 50% 63% 63% 50% 58%
Indonesia Italy Malaysia Mexico Spain UK USA

Fewer than 4 out of 10 mobile users purchase in a month
Under half of all mobile users in three major markets are making all mobile retail transactions
% Making a Retail Purchase on Mobile in a Month
39% 30% 38%
USA Canada UK
Source: comScore MobiLens, May 2017 (3 month average) for USA / UK, June 2017 for Canada © comScore, Inc. Proprietary. 27
Mobile shoppers show greater comfort with mobile finance
Retail purchasing is indicative of comfort, with mobile shoppers often 2x more likely to perform
finance activities
% Performing Mobile Financial Actions in a Month
All Mobile Shoppers
70%
60% 66% 57%

54% 48% 53% 68%
50% 47%
50% 52%
56%
40%
39% 32%
30% 38%
27% 34%
20% 27% 27%
23% 28%
10% 19%
12% 9% 11%
0% 7%
Stock Bank Credit Card e-payment Stock Bank Credit Card e-payment Stock Bank Credit Card e-payment
Trading Account Account Trading Account Account Trading Account Account
USA Canada UK
Large international retailers share market leadership
These 6 retailers dominate the #1 spot in the Retail category across all 14 markets studied
% Mobile Reach for largest Retail entity by country
Amazon eBay Mercado Libre B2W Lazada Alibaba
80
60
40
20
0
USA Spain UK France Italy India Canada Germany Mexico Argentina Brazil Indonesia Malaysia China
Footnote
Source: comScore Mobile Metrix, May 2017 | India combines Amazon Mobile and Amazon India Apps. B2W is a a result of the merger
between Americanas.com and Submarino.com. © comScore, Inc. Proprietary. 29
Mobile App
Usage

App reach still dominated by a small number of apps
Only US / Canada have over 30 apps reaching more than 10%, and none have more than 20 with 20%+ reach
Number of Apps Within Reach Brackets
10-20% reach >20% reach
35
30
25
16
20 16 9
20 17 15 13
18
15 13 12 11
16 11
11
10
17
15 14 14
12 12 13
5 10 9 9 10
8 7
6
0
Malaysia
USA
Canada
France
UK
China
Argentina
Mexico
Germany
Italy
India
Brazil
Spain
Indonesia

Reliance on top 30 for mobile minutes is consistent globally
The top 30 apps in all markets generate over 40% of all mobile minutes, and around 60% in
Indonesia and Mexico
Top 30 Apps’ Share of Total Mobile Minutes
49% 46% 46% 43% 51% 60% 61%
USA Canada France UK India Indonesia Malaysia
47% 56% 48% 51% 46% 58% 41%
China Argentina Germany Brazil Spain Mexico Italy

Individual users spend over 95% of time in their top 10 apps
Almost half of all mobile time is spent inside users’ most used app, and nearly all of it within their top 10
Concentration of Time Spent by Individual Users for App Rank
Top 1 Top 3 Top 5 Top 10
96% 96% 97%
88% 87% 89%
80%
77% 77%
53%
48% 49%
Age 18-34 Age 35-54 Age 55+
Source: comScore Mobile Metrix (Custom), U.S., Age 18+, June 2017 © comScore, Inc. Proprietary. 33
The most significant number of apps are games…
In almost every market, the category with the largest number of apps is gaming
% of Total Apps
Games News/Information Social Networking Instant Messaging Sports Entertainment Retail Other
50%
40%
30%
20%
10%
0%

…but app minutes are dominated by social and IM
Despite a smaller number of apps, these two categories share a disproportionately large number of minutes
% of Total App Minutes
Games News/Information Social Networking Instant Messaging Sports Entertainment Retail Other
50%
40%
30%
20%
10%
0%

Adoption almost binary for Instant Messaging Apps
Despite a relatively small number of apps, markets generally have one established category leader
% Reach of 3 Major Instant Messaging Apps
Facebook Messenger WhatsApp Messenger WeChat
100
80
60
40
20
0
USA Canada Argentina Mexico Brazil UK Spain France Germany Italy India Indonesia Malaysia China

Adoption almost binary for Instant Messaging Apps
Despite a relatively small number of apps, markets generally have one established category leader
% Reach of 3 Major Instant Messaging Apps
WhatsApp sees its lowest reach (in an France and UK are the only EMEA WeChat dominates in China, but
active market) in North America, failing to markets where Facebook Messenger faces more international
displace Facebook Messenger has higher reach than WhatsApp competition in Malaysia
100
80
60
40
20
0
USA Canada Argentina Mexico Brazil UK Spain France Germany Italy India Indonesia Malaysia China

Winners Take All: Top News Apps Dominate Category Minutes
The dominance of top apps is especially noteworthy in Brazil, Indonesia, Mexico and the UK
Share of Total News App Minutes for Top 3 Apps Number 1 Number 2 Number 3
Avg. Avg. Avg. Avg. Avg. Avg. Avg.

60% 84% 41% 67% 50% 53% 42%
Argentina Brazil Canada China France Germany India
Avg. Avg. Avg. Avg. Avg. Avg.

88% 56% 83% 43% 82% 40%
Indonesia Italy Mexico Spain UK USA

Is LATAM leading the Way for the Ride Sharing Economy?
Uber enjoys its highest reach in Brazil and Mexico, although APAC regions appear to support 2 large players
Reach of Uber vs. Selected Ride Sharing Services (% of Mobile Users)
Uber Competitor
16%
14%
Ola
12%
Didi
10%
8%
6%
4%
2%
0%
Brazil Mexico USA India Indonesia UK Malaysia Canada France Spain Italy China
Source: comScore Mobile Metrix, May 2017 | Note: Didi acquired Uber’s business in China in 2016. © comScore, Inc. Proprietary. 39
Facebook leads adoption of global social apps
Other apps are more subject to regional variation, notably in Indonesia where
Instagram eclipses even Facebook
% Reach for Top 2 Major Social Networking Apps* Facebook Instagram Snapchat WeChat
61% 51% 79% 74% 54% 35% 45%
Argentina Brazil Canada France Germany India Indonesia
42% 56% 63% 40% 71% 75%
Italy Malaysia Mexico Spain UK USA
Source: comScore Mobile Metrix, May 2017 | *Facebook, Google+, Instagram, Pinterest, Snapchat, Twitter, WeChat © comScore, Inc. Proprietary. 40
Facebook Lite boosts minutes in heavily-mobile markets
Argentina, India and Indonesia are within the top 5 markets for share of mobile minutes
Share of Total Facebook / Facebook Lite Minutes Facebook Facebook Lite
Argentina 63% 37%

Brazil 89% 11%
Canada 100%
France 100%
Germany 99% 1%
India 75% 25%
Indonesia 63% 37%
Italy 97% 3%
Malaysia 94% 6%
Mexico 93% 7%
Spain 94% 6%
UK 100%
USA 100%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Homescreens are the domain of ‘essential’ apps
There is a strong correlation between apps which make it onto users’ homescreen and
those considered essential
Selected Smartphone Apps: ‘Most Essential’ vs. Home Screen Incidence
40%
% of Home Screens On Which App Appears
Facebook
Gmail
30%
Google Search
Amazon
YouTube
Google Play Store Google Maps
20% Twitter
Facebook Messenger
Instagram
Snapchat Apple App Store
10%
Uber Pandora eBay
Netflix
% of Smartphone Users Who List App as Their Top 3 Most Essential

0%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Source: comScore Custom Survey, U.S., Age 18+, July 2017 © comScore, Inc. Proprietary. 42
A Maturing Mobile
Marketplace

Apps’ share of time appears to have reached a plateau
Most markets saw almost flat or declining change in apps’ share of minutes. Only
Spain saw noteworthy growth
Mobile app % of total digital minutes
Brazil Spain Canada UK
70%
65% +2
+5
60%
55%
-1
50%
+1
45%
40%
Jan 2016 May 2016 Sep 2016 Jan 2017 May 2017

More than half of users don’t download new apps
Only a minority of smartphone owners download more than one, creating hurdles for new apps to be adopted
Number of Apps Downloaded in a Month (% of Smartphone Owners)
None 1 App >1 App
13% 13% 11%
51% 66%
21% 23%
36%
66%
USA Canada UK
Only younger users are ‘net positive’ for app downloads
Over 35s are more likely to download fewer apps than a year ago, and more likely to delete at a faster rate
% of US Smartphone Users by Age Segment
I download new apps more often now than I did a year ago I download new apps more often than I delete/uninstall old ones
64%
57%
30% 30%
19% 20%
Age 18-34 Age 35-54 Age 55+
Source: comScore Custom Survey, U.S., Age 18+, July 2017 © comScore, Inc. Proprietary. 46
The 2017 U.S. Mobile App Report
Download The 2017 U.S. Mobile App Report for more information

App categories experiencing growth
Flattening overall app time has not stopped some categories tripling audiences in the last year
% Change in Unique Users (May 2016 – May 2017) for Selected Categories
USA Canada Brazil UK Spain
300%
250%
200%
150%
100%
50%
0%
Fragrances/Cosmetics
Hotels/Resorts
Apparel
Retail - Food
Travel
Travel
News/Information
Banking
Entertainment
Instant Messengers
Beauty/Fashion/Style
Newspapers
Entertainment - News
Apparel
Tickets
Personal Finance
Retail - Food
Job Search
Tickets
Banking
Newspapers
Entertainment - News
Flowers/Gifts/Greetings
Beauty/Fashion/Style
Tickets

Key takeaways

Key Takeaways
Mobile Audience Dynamics Vary from Market to Market

While mobile now accounts for the majority of time spent across nearly every market, the extent to which different countries rely on mobile vs. desktop varies
considerably. Some markets are dominated heavily by mobile-only internet users, while multi-platform internet usage is the norm in others.
Mobile Usage Time Dominated by a Few Content Categories

Social networking, entertainment and gaming are universally the biggest drivers of overall mobile time, but there is still value across many other categories that are
important functions, offer marketing touchpoints or drive transactions.
Comfort with Mobile Transactions Can Unlock Growth for Multiple Categories
Trust and user experience are traditional barriers to m-commerce, and it there is a natural link between users who make retail purchases on mobile devices, and other
transactions. Improving confidence and usability can allow transactional categories to truly benefit from an already-enlarged mobile share of time.
Mobile App Usage is Highly Concentrated Within the Leading Apps

Consumers spend more than 95% of their app time on their 10 most regularly used apps, often drawn from a relatively short list of top overall apps that contribute the
majority of app time spent and are most likely to be found on users’ home screens.
The Mobile Marketplace is Showing Signs of Maturity

Apps’ share of overall digital time has plateaued in many markets over the last year. As downloading of new apps begins to stall while usage concentrates among the
leaders, the opportunity to disrupt the local or global market is a growing challenge.

Where the data comes from
MMX®
MOBILE METRIX® MOBILENS CUSTOM SOLUTIONS
MULTI-PLATFORM
Get a complete, unduplicated view Understand total mobile audience Gain a deeper understanding of your Gain tailored mobile and
of how digital audiences consume behaviour across browsers and apps mobile audiences’ behaviours and desktop insights to address
content across devices device preferences unique business needs

Why comScore
MASSIVE MULTI-PLATFORM TRUSTED

SCALE AUDIENCES EXPERIENCE
Our scale of digital census network, First to measure unduplicated Over 17 years measuring
mobile and desktop panels enables audience across desktop, audiences around the world.
measurement of real consumer behaviour. smartphones and tablets.

About This Report
The Global Mobile Report leverages several data sources unique to comScore:
§ The report is based primarily on behavioral measurement from comScore MMX Multi-Platform, which provides deduplicated reporting of
digital audiences across desktop computers, smartphones and tablets, and comScore Mobile Metrix®, which provides deduplicated
reporting of mobile web and app audiences across both smartphones and tablets. The report also includes survey-based data from
comScore MobiLens®.
§ Custom analytics data derived from the aforementioned products’ data streams is also included.
§ The report also incorporates results from a survey of 1,033 smartphone users in July 2017 to understand their habits. In some charts we
compare these results to our August 2016 and August 2015 surveys.
Important Definitions:
o Any reference to “mobile” means the combination of smartphone and tablet. When data is referring specifically to smartphones or
tablets, it will be labeled accordingly.
o All mobile data is based on Age 18+ population except where labelled otherwise. Mobile reporting in Spain, Brazil, Argentina, Mexico,
Italy, France, Germany, India, Indonesia, Malaysia is conducted via an Android smartphone panel and census-based measurement for
tagged entities. In USA, UK and Canada, this is supplemented by iOS panels.
o A “unique visitor” is a person who visits an app or digital media property at least once over the course of a month. This metric, in app
parlance, is equivalent to a “monthly active user/MAU”.
For more information about subscribing to comScore services, please contact us at www.comscore.com/learnmore.
comscore.com/mobile
To learn more, contact us at learnmore@comscore.com

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The Global Mobile Report

comScore’s cross-market comparison of

© comScore, Inc. Proprietary. 2

© comScore, Inc. Proprietary. 3

Mobile Percentage of Total Digital Minutes

75% 73% 73% 73% 71%

Source: comScore Mobile Metrix, May 2017 © comScore, Inc. Proprietary. 4

Mobile Average Minutes per Visitor

0 1,000 2,000 3,000 4,000 5,000 6,000

Source: comScore Mobile Metrix, May 2017 © comScore, Inc. Proprietary. 5

App Average Minutes per Visitor

0 1,000 2,000 3,000 4,000 5,000 6,000

Source: comScore Mobile Metrix, May 2017 © comScore, Inc. Proprietary. 6

Share of Mobile Minutes for Apps / Mobile Web

App Minutes Mobile Web Minutes

94% 93% 92% 89% 89% 88% 88%

Argentina Malaysia Mexico v

87% 87% 87% 87% 86% 80%

Indonesia USA Italy France Canada UK

Source: comScore Mobile Metrix, May 2017 © comScore, Inc. Proprietary. 7

© comScore, Inc. Proprietary. 8

% of Total Digital Population Mobile Only Multi-Platform Desktop Only

4% 6% 8% 8% 12% 15% 22%

Germany France UK Canada USA Argentina China

22% 26% 29% 32% 37% 67% 70%

Malaysia Italy Brazil Spain Mexico Indonesia India

Source: comScore MMX Multi-Platform, May 2017 © comScore, Inc. Proprietary. 9

Mobile Only % of Total Digital Audience (May 2016 to May 2017)

May 2016 May 2017

Spain Brazil United States United Kingdom

Source: comScore MMX Multi-Platform, May 2017 © comScore, Inc. Proprietary. 10

Mobile Only Audiences vs. Mobile’s Percentage of Total Digital Minutes

% of minutes which are mobile % of audience which is mobile only

Source: comScore MMX Multi-Platform, May 2017 © comScore, Inc. Proprietary. 11

Mobile Only % by Age Demographic Average

18–24* 25–34 35–44 45+

Mobile Only % by Gender

14% USA 11%

Source: comScore MMX Multi-Platform, May 2017 © comScore, Inc. Proprietary. 13

Average Mobile Only % of Total Digital Audience Across 14 Markets

80% 74% 72% 67% 64%

Instant Messenger Incentives Weather Personals Job Search

62% 60% 59% 59% 58%

Telecommunications Lifestyles – Food Coupons Gay/Lesbian Beauty/Fashion/Style

Source: comScore Mobile Metrix, May 2017 © comScore, Inc. Proprietary. 14

ESTEEM | Newspapers, Social networking

LOVE / BELONGING | Personals, Instant Messaging

SAFETY | Banking, Weather, Career services

PHYSIOLOGICAL | Health, Weather, Apparel, Retail - food, Real estate

Download Mobile’s Hierarchy of Needs for more information

© comScore, Inc. Proprietary. 15

© comScore, Inc. Proprietary. 16

Other Instant Messaging Social Networking

44% 40% 40% 38% 37% 33% 31%

Argentina Indonesia Malaysia Mexico France Brazil Germany

30% 25% 26% 25% 24% 23% 21%

Italy India Spain Canada China UK USA

Source: comScore Mobile Metrix, May 2017 © comScore, Inc. Proprietary. 17

UK Total Minutes (MM) by Category / Platform

Mobile minutes Desktop minutes

Family & Youth

Share of UK Total Minutes (MM) by Category / Platform

Mobile minutes Desktop minutes