Mobile Barometer Q1 2013 EU5 1
Contents Foreword Summary UK Germany France Italy Spain Appendix Subscription 2
Foreword The end of 2012 marked a milestone for mobile device ownership as for the first time smartphone penetration in all of the major European markets surpassed 50%. Smartphone growth continues apace in 2013 and has spurred a pivotal shift In how people engage online in particular with brands as well as with each other. Add to the mix the steely rise in tablet ownership and the ubiquity of mobile broadband connectivity and we are witnessing the consumption of digital media in ever greater amounts across an increasingly diverse range of devices. With mobile central to people s daily lives its place as an indispensible part of the marketing mix cannot be stressed enough. Understanding the dynamics and trends in mobile behaviour is therefore imperative in order to optimise your marketing strategy and more fundamentally grow your business. With this endeavour in mind, the Mobile Marketing Association is delighted to be working in partnership with comscore to provide you valuable mobile insights for five key European markets. This is the first in a series of quarterly reports aimed at professionals working across the mobile value chain that provides demographic data for a set of key mobile measures. We hope that you find this report of strategic value and that it helps you understand your audience better. Paul Berney CMO & Managing Director EMEA Mobile Marketing Association 3
Summary (Millions) UK Germany France Spain Italy Installed Base 49.5 61.0 47.5 35.0 48.0 Access internet 33.9 32.9 26.3 24.6 27.1 Use Social Media 22.4 17.8 14.2 15.3 15.7 Watch Video 12.3 12.1 8.1 10.3 10.5 Use Application 30.8 29.6 21.9 22.2 23.2 Scan QR Code 3.3 6.1 3.4 3.2 3.4 Play Game 19.9 19.4 9.1 12.8 17.5 Send Text 45.4 48.1 42.3 25.3 40.0 Own Android Phone 16.6 19.6 14.1 16.0 11.8 Own iphone 9.4 7.3 6.0 2.4 4.3 Own BlackBerry Phone 4.1 0.5 2.1 1.6 1.2 Own Windows Phone 1.5 1.7 1.3 0.8 2.2 Own Tablet 10.8 7.6 7.2 5.2 6.1 4
Summary (% of Base) UK Germany France Spain Italy Installed Base 49.5 61.0 47.5 35.0 48.0 Access internet 69% 54% 55% 70% 56% Use Social Media 45% 29% 30% 44% 33% Watch Video 25% 20% 17% 30% 22% Use Application 62% 49% 46% 63% 48% Scan QR Code 7% 10% 7% 9% 7% Play Game 40% 32% 19% 37% 36% Send Text 92% 79% 89% 72% 83% Own Android Phone 34% 32% 30% 46% 25% Own iphone 19% 12% 13% 7% 9% Own BlackBerry Phone 8% 1% 4% 4% 2% Own Windows Phone 3% 3% 3% 2% 5% Own Tablet 22% 12% 15% 15% 13% 5
United Kingdom 6
United Kingdom Total Mobile Audience - 49.5 million Connect to Internet - 33.9 million 49 % 3.7 6.1 8.7 8.2 8.6 13.6 52 % 4.6 7.8 11.3 10.1 8.4 9.6 51 % 3.5 5.8 8.3 8.5 8.6 16.5 48 % 4.5 7.7 10.7 9.1 7.4 8.9 Use Social Media 22.4 million Watch Video - 12.3 million 49 % 5.4 9.3 12.8 10.0 6.4 5.1 56 % 5.8 11.4 15.4 11.8 6.7 4.7 51 % 5.7 10.1 13.3 9.6 6.3 6.0 44 % 5.3 10.4 13.0 7.4 4.4 3.7 7
United Kingdom Use Application - 30.8 million Scan QR Code - 3.3 million 52 % 4.5 8.2 11.6 10.3 8.3 9.0 64 % 5.9 14.6 16.9 9.2 8.9 8.1 48 % 4.4 8.2 11.1 9.2 7.1 8.2 36 % 4.8 7.5 8.6 5.7 4.9 5.0 Play Game - 19.9 million Send Text - 45.4 million 51 % 5.5 8.7 12.3 10.2 7.6 6.2 48 % 3.7 6.2 8.8 8.5 8.6 12.1 49 % 5.2 8.6 11.2 10.0 6.9 7.7 52 % 3.7 6.1 8.8 8.8 9.0 15.7 8
United Kingdom Own Android Device - 16.6 million Own iphone - 9.4 million 52 % 3.9 6.7 10.1 11.0 9.4 10.9 50 % 3.9 9.6 14.9 9.3 5.9 6.1 48 % 3.0 6.8 10.0 9.4 8.2 10.7 50 % 4.1 9.4 13.7 9.0 6.3 7.8 Own BlackBerry - 4.1 million Own Windows Phone - 1.5 million 47 % 8.2 7.1 6.5 7.3 8.8 9.4 57 % 4.1 8.6 12.8 10.7 7.8 13.2 53 % 11.0 8.8 8.5 9.1 8.5 7.1 43 % 3.2 6.3 8.2 9.1 6.0 10.1 9
United Kingdom Top Samsung: Galaxy Ace S5830-2.1 million Top Apple: iphone 4S - 3.1 million 43 % 4.5 2.8 4.7 7.0 9.2 14.4 49 % 3.2 9.6 15.9 7.9 6.5 5.6 57 % 4.2 5.9 8.6 13.5 10.9 14.3 51 % 3.8 11.6 15.7 8.7 5.9 5.6 Top Blackberry: Curve 8520-0.7 million Top HTC: Wildfire S - 1.0 million 47 % 8.9 6.5 6.4 4.7 10.5 10.0 44 % 5.4 2.5 11.0 9.1 6.8 9.0 53 % 15.0 13.9 3.3 9.3 7.5 4.1 56 % 4.4 8.5 10.0 10.7 8.7 13.7 10
United Kingdom Top Nokia: Lumia 800-0.4 million Top Sony: Xperia S - 0.2 million 58 % 42 % 3.6 12.4 15.1 6.8 5.9 13.8 3.2 5.8 10.8 8.9 6.3 7.4 53 % 47 % 5.4 9.5 11.9 12.6 5.4 8.6 2.1 8.5 8.1 8.8 10.8 8.2 11
Share of Device Page Traffic on a Typical Workday United Kingdom Tablets most popular at night PCs dominate working hours Mobiles dominate morning commute time LATE NIGHT (12AM - 7AM) EARLY MORNING (7AM 10AM) DAYTIME (10AM 5PM) EARLY EVENING (5PM 8PM) PRIME TIME (8PM 12AM) Source: comscore Custom Analytics based on 21st Jan 2013 UK data 12
Germany 13
Germany Total Mobile Audience - 61 million Connect to Internet - 32.9 million 50 % 3.3 5.2 8.1 8.9 10.7 14.4 55 % 4.6 8.1 11.8 10.9 10.3 8.8 50 % 3.1 5.1 7.7 8.5 10.7 14.4 45 % 4.5 7.6 10.1 8.5 7.9 6.9 Use Social Networking - 17.8 million Watch Video -12.1 million 52 % 5.6 11.0 14.1 10.0 7.4 4.0 58 % 6.0 15.0 17.0 9.0 9.0 8.0 48 % 6.2 10.7 12.8 8.5 6.1 3.7 42 % 5.0 7.0 9.0 6.0 5.0 5.0 14
Germany Use Application - 29.6 million Scan QR Code - 6.1 million 54 % 4.7 8.6 12.2 10.8 9.7 8.2 65 % 6.8 11.9 14.8 11.5 10.9 9.1 46 % 4.5 7.9 10.5 8.6 7.7 6.6 35 % 4.3 6.8 7.7 6.5 5.4 4.4 Play Game - 19.4 million Send Text - 48.1 million 52 % 5.8 9.7 13.2 10.0 8.8 4.8 49 % 3.3 5.7 9.1 9.2 10.0 11.2 48 % 5.4 9.6 11.4 8.9 7.3 5.1 51 % 3.5 5.9 9.0 9.2 10.9 13.1 15
Germany Own Android Device - 19.6 million Own iphone - 7.3 million 53 % 4.7 8.1 11.2 10.6 10.0 8.7 55 % 4.3 9.6 13.3 11.0 9.5 7.7 47 % 4.4 7.6 9.9 8.5 8.5 7.8 45 % 2.8 8.0 11.8 8.8 7.6 5.6 Own BlackBerry - 0.5 million Own Windows Phone - 1.7 million 58 % 1.6 5.3 7.1 13.7 13.6 16.6 59 % 5.5 6.1 10.7 9.2 14.1 13.2 42 % 6.2 11.0 8.9 5.0 7.1 4.1 41 % 4.7 4.4 5.2 7.9 10.6 8.3 16
Germany Top Samsung: Galaxy S3-2.4 million Top Apple: iphone 4S - 2.0 million 59 % 41 % 3.0 10.6 16.4 13.2 8.9 6.5 2.4 7.4 10.2 10.8 7.0 3.7 56 % 44 % 2.5 9.8 12.7 13.5 10.8 6.3 2.5 7.4 11.2 9.9 5.8 7.5 Top Nokia: 6300-0.5 million Top LG: Cookie KP500-0.4 million 53 % 0.0 0.5 4.5 5.0 14.6 28.3 52 % 3.6 5.9 1.2 10.5 14.8 15.6 47 % 1.4 3.2 9.8 16.0 16.8 48 % 3.5 6.9 2.9 7.2 9.6 18.3 17
Germany Top Sony : SE Xperia arc S - 0.3 million Top HTC: One S - 0.3 million 50 % 50 % 12.1 9.7 11.2 9.4 6.6 1.0 3.1 15.6 10.7 7.8 6.5 6.2 55 % 45 % 2.9 12.3 11.1 10.7 10.6 7.2 1.0 13.1 13.4 5.4 10.2 2.0 18
France 19
France Total Mobile Audience - 47.5 million Connect to Internet - 26.3 million 49 % 3.9 5.8 8.4 8.4 8.1 14.1 52 % 5.0 8.6 11.6 9.9 8.1 9.1 51 % 3.8 5.6 8.1 8.2 8.4 17.1 48 % 4.8 8.2 9.9 8.4 6.6 9.8 Use Social Media - 14.2 million Watch Video - 8.1 million 50 % 5.9 11.5 13.7 9.0 5.2 4.7 59 % 6.7 13.6 16.3 10.8 6.6 4.8 50 % 5.9 11.8 13.0 8.4 5.5 5.3 41 % 5.8 9.8 11.3 6.2 4.0 4.2 20
France Use Application - 21.9 million Scan QR Code - 3.4 million 53 % 4.5 9.2 12.3 10.4 8.1 8.6 66 % 5.7 12.4 14.2 11.9 10.3 11.7 47 % 4.4 8.4 10.5 8.2 6.5 8.9 34 % 2.7 7.0 9.0 6.0 5.0 5.0 Play Game - 9.1 million Send Text - 42.3 million 51 % 5.2 10.0 13.0 10.6 6.8 5.2 47 % 4.0 6.0 8.6 8.5 8.2 12.0 49 % 5.4 9.7 11.4 9.3 6.0 7.5 53 % 4.0 6.0 8.7 8.8 8.6 16.6 21
France Own Android Device - 14.1 million Own iphone - 6.0 million 53 % 5.3 7.7 11.1 9.6 8.4 10.9 52 % 3.5 8.5 13.9 11.9 6.9 7.5 47 % 3.8 6.8 9.5 8.2 7.3 11.3 48 % 3.7 7.5 12.5 8.1 5.0 11.1 Own BlackBerry - 2.1 million Own Windows Phone - 1.3 million 43 % 5.9 10.0 7.2 7.1 6.1 7.1 59 % 4.3 9.4 11.6 9.4 9.7 14.4 57 % 10.3 14.3 6.8 8.8 7.3 9.1 41 % 4.3 2.6 8.5 8.1 6.8 10.8 22
France Top Samsung: Galaxy Ace S5830-2.4 million Top Apple: iphone 4-2.0 million 44 % 6.0 6.2 6.7 6.2 6.7 12.2 52 % 5.1 8.9 14.2 12.6 6.0 5.3 56 % 5.6 8.9 11.3 9.5 7.6 13.0 47 % 3.6 10.2 13.6 7.8 3.9 8.7 Top Blackberry: Curve 8520-0.6 million Top LG: Optimus L7 P700-0.3 million 35 % 4.9 9.1 2.3 4.9 6.6 7.5 54 % 7.8 11.3 7.6 8.2 10.5 8.9 65 % 13.0 20.6 5.2 6.5 5.7 13.7 46 % 4.5 7.3 6.1 5.8 9.1 13.0 23
France Top Sony: Xperia U - 0.2 million Top HTC: One S - 0.2 million 58 % 8.1 13.9 9.8 6.7 3.9 0.0 45 % 1.6 7.2 6.0 11.6 8.7 10.0 42 % 4.3 11.9 14.3 11.4 5.1 10.6 55 % 5.5 13.8 6.8 9.2 7.0 12.7 24
Italy 25
Italy Total Mobile Audience - 48.0 million Connect to Internet - 27.1 million 49 % 51 % 3.0 4.5 7.5 9.8 9.4 14.7 2.9 4.5 7.6 9.9 9.5 16.8 54 % 46 % 4.3 6.7 10.6 12.3 9.5 10.3 4.1 6.3 9.7 10.1 7.2 8.9 Use Social Media - 15.7 million Watch Video - 10.5 million 53 % 5.2 7.6 12.5 12.5 8.1 6.6 55 % 6.0 8.9 12.3 13.1 8.8 5.7 47 % 5.2 8.0 12.0 10.0 5.8 6.6 45 % 5.7 8.6 11.2 9.3 5.1 5.3 26
Italy Use Application - 23.2 million Scan QR Code - 3.4 million 54 % 4.4 7.1 11.2 12.3 9.3 9.8 64 % 5.7 10.4 15.5 14.6 10.9 7.0 46 % 4.0 6.5 10.0 10.1 7.0 8.3 36 % 3.6 5.6 9.5 6.6 4.4 6.3 Play Game - 17.5 million Send Text - 40.0 million 52 % 48 % 5.3 7.6 11.3 12.0 8.2 7.8 4.5 7.3 10.4 10.4 7.4 7.9 48 % 52 % 3.0 4.3 7.7 9.8 9.0 13.8 2.8 4.8 8.0 10.5 9.7 16.6 27
Italy Own Android Device - 11.8 million Own iphone - 4.3 million 54 % 4.8 6.6 10.6 12.0 9.4 11.1 56 % 4.1 7.5 12.5 14.0 9.5 8.5 46 % 5.0 6.0 9.4 9.5 7.3 8.4 44 % 4.0 5.7 8.8 11.5 7.5 6.6 Own BlackBerry - 1.2 million Own Windows Phone - 2.2 million 56 % 44 % 2.5 1.8 5.7 5.2 10.5 14.0 18.5 6.6 8.1 9.0 9.7 8.4 53 % 47 % 6.9 6.6 9.6 11.0 11.2 7.6 4.2 4.6 10.0 10.0 8.3 9.9 28
Italy Top Samsung: Galaxy SII - 1.2 million Top Apple: iphone 4-1.4 million 60 % 4.3 7.7 10.0 14.3 10.9 13.2 56 % 4.2 6.6 13.2 14.5 10.1 7.8 40 % 5.1 3.8 9.7 6.6 4.8 9.4 43 % 3.9 5.7 7.2 12.3 6.5 8.1 Top Blackberry: Curve 8520-0.3 million Top Nokia: 5800-0.7 million 44 % 56 % 3.9 5.1 2.1 10.7 9.4 12.4 5.2 11.4 10.4 11.3 9.4 8.8 56 % 44 % 2.7 8.1 10.8 13.1 12.1 13.7 1.8 6.9 6.7 12.7 5.2 6.3 29
Spain 30
Spain Total Mobile Audience - 35.0 million Connect to Internet 24.6 million 49 % 51 % 2.8 2.7 4.7 9.2 10.9 8.8 12.7 4.5 9.0 10.4 8.8 15.4 50 % 50 % 3.4 6.2 11.5 12.1 7.8 9.4 3.4 5.8 11.1 10.9 7.6 10.8 Use Social Media - 15.3 million Watch Video - 10.3 million 49 % 3.9 7.3 13.0 12.5 6.4 6.1 53 % 4.2 7.5 14.0 13.6 7.3 6.2 51 % 4.0 7.4 13.6 11.4 6.7 7.8 47 % 4.0 6.8 12.8 10.7 6.5 6.4 31
Spain Use Application - 22.2 million Scan QR Code - 3.2 million 50 % 3.4 6.4 12.0 12.1 7.4 8.6 61 % 4.2 8.9 16.6 13.5 8.5 9.7 50 % 3.4 6.0 11.6 10.9 7.5 10.5 39 % 3.4 7.0 10.3 7.9 4.9 5.1 Play Game - 12.8 million Send Text - 25.3 million 48 % 52 % 4.4 6.9 12.4 12.0 6.7 6.0 3.3 7.0 12.4 11.7 7.6 9.6 47 % 53 % 2.5 4.1 8.9 11.0 8.5 12.3 2.7 4.4 9.6 11.1 9.2 15.8 32
Spain Own Android Device - 16.0 million Own iphone - 2.4 million 50 % 50 % 3.5 6.2 11.6 11.8 7.4 9.1 3.1 5.9 11.5 11.0 8.1 10.6 57 % 43 % 2.7 1.9 7.1 14.0 15.7 7.1 10.2 5.2 12.5 10.2 5.5 8.1 Own BlackBerry - 1.6 million Own Windows Phone - 0.8 million 40 % 60 % 4.1 5.6 6.5 8.7 6.3 8.8 9.7 8.9 10.3 9.0 8.0 14.2 59 % 41 % 6.2 12.7 16.1 9.8 12.6 2.0 2.5 2.9 6.5 10.0 4.7 13.8 33
Spain Top Samsung: Galaxy Ace S5830-2.1 million Top Apple: iphone 4-0.9 million 47 % 53 % 3.0 5.3 9.6 11.5 8.4 9.4 4.0 5.2 13.4 12.2 8.9 9.2 51 % 49 % 2.4 6.4 13.8 17.5 7.2 3.8 2.5 6.0 14.4 11.1 5.8 9.1 Top Blackberry: Curve 8520-0.6 million Top Sony: Xperia U - 0.4 million 38 % 5.8 5.2 5.8 6.4 6.8 8.4 49 % 1.9 8.1 8.6 17.4 7.3 5.8 62 % 9.0 13.0 12.7 8.1 9.9 8.9 51 % 3.0 8.9 15.8 10.6 6.6 6.0 34
Spain Top HTC: Wildfire S - 0.4 million Top LG : Optimus L3 E400-0.3 million 51 % 3.6 4.4 10.1 13.6 8.4 10.7 58 % 6.2 6.4 10.2 7.8 12.1 15.1 49 % 4.9 7.8 12.5 10.6 6.7 6.8 42 % 2.4 2.3 9.1 10.9 9.4 8.1 35
Appendix 36
Appendix comscore MobiLens comscore MobiLens provides market-wide insight into mobile digital media consumption, brand-level audience metrics, and details of device ownership and technology penetration. Using proprietary data collection methods, we survey nationally representative samples of mobile subscribers age 13+ in the U.S., UK, France, Germany, Spain, Italy, Canada, and Japan. The MobiLens sample is substantial enough to provide projected data for sub-segments as small as 1 percent of mobile subscribers. The MobiLens sampling and survey methods undergo extensive analysis and market validation including comparisons to known network operator market shares, leading handset model shares, downloading activity, and other usage metrics. For more information, please visit: comscore.com/products/audience_analytics/mobilens 37
. What s Next for Mobile in 2013? Get the free white paper! 2013 Mobile Future in Focus Report 2012 was another milestone year in the life of mobile as continued innovation in hardware, software and device functionality laid the groundwork for the future of the industry. For a look at what s ahead for mobile, download the 2013 Mobile Future in Focus. comscore.com/futureinfocus2013 38
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