Connected europe - smartphones

CONNECTED EUROPE How smartphones and tablets are shifting media consumption

Linda Abraham, CMO comScore René Schuster, CEO Telefónica 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

6.6% 

8.8% 

6.9% 

6.8% 

6.2% 

5.4% 

EU5 

ES 

IT 

FR 

UK 

DE 

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

APPLE ECOSYSTEM TAKES TOP SPOT FOR TOTAL DEVICES IN USE

0  10,000  20,000  30,000  40,000 

Other  

Microsoft 

RIM  

Symbian  

Google Android 

Apple iOS  

Users (000) 

Smartphones  

Tablets 

Other Devices (iPod Touch) 

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

Other  4%  Microsoft 

5% 

RIM  8% 

Symbian  26% 

Android 27% 

Apple 30% 

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

125 

75 

130 

200 

175 

116 

58 

29 

    Male 

    Female  

    13‐17 

    18‐24 

    25‐34  

    35‐44 

    45‐54 

    55+ 

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

Index of 100 indicates average representation

SMARTPHONES OPEN UP A WHOLE NEW WORLD FOR CONSUMERS…

20.3 

13.9 

12.1 

10.9 

10.6 

10.1 

Accessed bank accounts 

Accessed online retail 

Accessed electronic payments 

Accessed shopping guides 

Accessed credit cards 

Used deal‐a‐day 

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

2.4 

3.9 

4.5 

6.4 

6.6 

10.1 

10.9 

14.9 

21.8 

    Checked product availability 

    Found coupons or deals  

    Researched product features 

    Compared product prices  

    Found store location  

    Sent picture of product to family/friends  

    Scanned a product barcode 

    Texted or called friends/family about a product 

    Took picture of a product  

Top Activities Performed in a Retail Store by % of Smartphone Users Source: comScore MobiLens, EU5, 3 mon. avg. ending Oct 2011 

... AND BECOMES AN IN-STORE SHOPPING TOOL

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