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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