The UK Mobile Retail Landscape. Gregor Smith, Mobile Sales Director Tel:

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1 The UK Mobile Retail Landscape Gregor Smith, Mobile Sales Director Tel:

2 Agenda Mobile Web Browsing Mobile App usage Shopping activities performed on Mobile Goods and services purchased on Mobile Profile of a Mobile shopper QR codes Takeaways 2

3 UK Mobile Web Browsing Over 11.3 million people, and 42.1% of the total audience, browsed retail sites on their mobile phone in July Source: comscore GSMA Mobile Media Metrics, July 2012 UK data

4 UK Mobile Web Browsing: Retail Sites Most Popular Top 5 Mobile Retail sites (on and off network): 1) Amazon.co.uk 5.07m (17.3%) 2) Tesco.com 2.98m (10.2%) 3) ebay UK 2.89m (9.9%) 4) Argos.co.uk 2.84m (9.7%) 5) Groupon.co.uk 2.64m (9%) 4 Source: comscore GSMA Mobile Media Metrics, July 2012 UK data, based on total universe of 29.3m users

5 UK Mobile Web Usage Amazon had more than 5m Mobile web users during July Source: comscore GSMA Mobile Media Metrics, July 2012 UK data

6 UK Mobile App Usage 9m Over million people, and 60% of the total audience, used Retail App s on their mobile phone In July Source: comscore GSMA Mobile Media Metrics, July 2012 UK data

7 UK Mobile Retail App s Most Popular Top 5 Retail App s: 1) Apple itunes 8.16m (52%) 2) ebay 1.11m (7.1%) 3) Amazon 594k (3.8%) 4) Autotrader 433k (2.8%) 5) Groupon 421k (2.7%) 7 Source: comscore GSMA Mobile Media Metrics, July 2012 UK data based on a total App audience of 15.7m

8 Smartphone Owners Keen on Shopping Activities Shopping Activities Performed -% of Smartphone Base Found store location 24 Purchased goods or services 18 Compared product prices 16 Researched product features 16 Made shopping lists 16 Found coupons or deals 15 Checked product availability 14 8 Product: MobiLens, UK 3 month average ending Jul 2012

9 Smartphone Owners Using Their Phone in Store Shopping Activities Performed in Store - % of Smartphone Base Took picture of a product 17 Texted or called someone about a product 16 Scanned a product barcode 10 Sent picture of product to family/friends 9 Compared product prices 7 Found store location 6 Found Coupons or deals 5 Researched product features 4 Checked product availability 3 9 Product: MobiLens, UK 3 month average ending Jul 2012

10 Activities Performed in a Retail Store on a Mobile Device 35,000 30,000 25,000 20,000 15,000 10,000 Took picture of a product Texted or called friends/family about a product Sent picture of product to family/friends Scanned a product barcode Researched product features Purchased goods or services (online) Found store location Found coupons or deals Compared product prices Checked product availability 5,000 - Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul Source: Mobiilens, Oct July Figures above are in 000 s

11 Goods & Service Purchased Online Using Phone 5.7M phone users made online purchases in July Clothing / accessories < 20 Books (not ebooks) Tickets 21 Groceries - 50 Fast Food CE / HH 51 Appliances Personal care Deals 101 / coupons Sports / Fitness Gift 151 certificates Flowers Furniture Hotels Auto / Auto parts Over 250 Airplane tickets Car rental / transport Type Amount of Goods Spent / Services Purchased 2% 9% 8% 6% 6% 6% 6% 6% 5% 14% 11% 13% 10% 15% 23% 19% 24% 18% 18% 25% 23% 18% of smartphone owners transact 13% online 38% 11 Product: MobiLens, UK 3 month average ending Jul 2012

12 Profile of Mobile Shopper (%) Apple 43 Google RIM Symbian Microsoft Male Female Feature Smartphone Age Household income Product: MobiLens, UK 3 month average ending Jul 2012

13 11% of Smartphone Users Scan QR Codes, Up 43% YOY QR Source Scan Location Printed magazine or newspaper 50% At home 60% Product packaging 36% Retail store 33% Website on PC 26% Poster or flyer or kiosk 24% Outside or on public transit 19% Business card or brochure 10% At work 18% Storefront 9% Grocery store 15% TV 7% Restaurant 6% 13 Product: MobiLens Data: UK 3 month average ending Jul 2012

14 Result of Scanning QR Code Product information 70% Event information 27% Coupon or offer 17% Application download 11% Charity/cause information 11% 14 Product: MobiLens Data: UK 3 month average ending July 2012

15 Takeaways The mobile media market in the UK is growing rapidly App and browsing usage is creating ever more opportunities for consumer engagement Mobile retail users are a young, affluent & growing audience Valuable channel to reach consumers to drive commerce transactions Reach your retail audience through mobile Ensure you have a mobile destination for consumers Consider carefully the mobile audience you wish to reach Identify which media they engage with, how and through which devices Robust market intelligence data adds value to campaign planning and targeting The reality as revealed by measurement is often different from intuition Don t get left behind on mobile Full visibility of the mobile media market means no need to be blindsided 15

16 Thank you! For free graphical representations of key data gems visit the comscore Data Mine at: Gregor Smith, Mobile Sales Director Tel:

Analysis One Code Desc. Transaction Amount. Fiscal Period

Analysis One Code Desc. Transaction Amount. Fiscal Period Analysis One Code Desc Transaction Amount Fiscal Period 57.63 Oct-12 12.13 Oct-12-38.90 Oct-12-773.00 Oct-12-800.00 Oct-12-187.00 Oct-12-82.00 Oct-12-82.00 Oct-12-110.00 Oct-12-1115.25 Oct-12-71.00 Oct-12-41.00