Connected europe dld conference presentation

CONNECTED EUROPE How smartphones and tablets are shifting media consumption

Linda Abraham, CMO comScore Ren茅 Schuster, CEO Telef贸nica 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 Apple’s 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

DE

6.2%

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%

RIM 8%

Apple 30%

Apple iOS

Google Android

Symbian

Smartphones

RIM

Symbian 26%

Tablets

Microsoft

Other Devices (iPod Touch)

Other

Android 27%

0

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

APPLE’S 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

55+

58

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

Accessed shopping guides

Accessed credit cards

Used deal-a-day

12.1

10.9

10.6

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

21.8

Texted or called friends/family about a product

14.9

Scanned a product barcode

10.9

Sent picture of product to family/friends

10.1

Found store location

6.6

Compared product prices

6.4

Researched product features

4.5

Found coupons or deals Checked product availability

3.9 2.4

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