Smartphones and Tablets Drive Shift in European Media Consumption
LONDON, UK, 23 January 2012 - comScore, Inc. (NASDAQ: SCOR) and Telefónica Germany presented the results of a study showing the shift in media consumption triggered by smartphones, tablets and other connected devices at the DLD (Digital Life Design) conference in Munich. To download a complimentary copy of the report, Connected Europe
"Not too long ago, consumers depended solely on their computer to connect to the internet. Today, cross-platform consumption has created a vastly different landscape as consumers utilise a growing number of devices to consume digital content on a daily basis." said Linda Abraham, comScore chief marketing officer. "There is a need for more inclusive marketing strategies to engage a brand's total audience."
Key findings from the white paper about European connected audiences include:
- In the EU5 (France, Germany, Italy, Spain and UK), computer usage accounted for 95.1 percent of all browser-based page views, with mobile devices accounting for a considerable 3.2 percent of all traffic.
- Within the 4.9 percent non-computer traffic, tablets generated more than 1 in 4 non-computer page views.
- Consumption of Mobile Media is booming. 75 percent of smartphone users in the EU5 used mobile media in October 2011, an increase of 62 percent in the past year.
- Apple demonstrates leadership. While Nokia's Symbian and Google's Android currently have the highest market share amongst smartphone platforms, when combining smartphones, tablets and other devices Apple's iOS holds the top spot, with a 30 percent share of connected devices in use.
In EU5, Over 13 Million Smartphone Users Access Mobile
Retail Sites
Mobile retail is one of the fastest growing activities
amongst smartphone users, with more than 13.6 million EU5
smartphone owners accessing a retail site in October 2011.
Similar to other trends revealed in this study, the UK had
the largest audience with 4.7 million people, but Germany
accounted for the largest increase in users with a 112
percent growth year-over-year. Furthermore the German
smartphone population showed the fastest adoption of
emerging technologies, such as QR codes.
"The smartphone is revolutionising the retail business", said René Schuster, CEO at Telefónica Germany. "More and more consumers use their device as a shopping tool - to compare prices and products right in the shop. The findings from this report confirm my view that 2012 will be the year of mobile retail, placing great importance on network performance and speed of data transfer."
To download a free copy of the full report "Connected Europe - How Smartphones and Tablets are Shifting Media Consumption"
About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in
measuring the digital world and preferred source of digital
business analytics. comScore helps its clients better
understand, leverage and profit from the rapidly evolving
digital marketing landscape by providing data, analytics
and on-demand software solutions for the measurement of
online ads and audiences, media planning, website
analytics, advertising effectiveness, copy-testing, social
media, search, video, mobile, cross-media, e-commerce, and
a broad variety of emerging forms of digital consumer
behaviour. comScore services, which now include the product
suites of recent acquisitions AdXpose, Nedstat, Nexius
XPlore, ARSGroup and Certifica, are used by more than 1,800
clients around the world, including global leaders such as
AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN,
France Telecom, Financial Times, Fox, Microsoft, MediaCorp,
Nestle, Starcom, Terra Networks, Universal McCann, Verizon
Services Group, ViaMichelin and Yahoo!. For more
information
About Telefónica Germany
Telefónica Germany GmbH & Co. OHG belongs with its
commercial brand O2 to Telefónica Europe and is part of the
Spanish telecommunication group Telefónica S.A. The company
offers its German private and business customers postpaid
and prepaid mobile telecom products as well as innovative
mobile data services based on the GPRS and UMTS
technologies. In addition, the integrated communications
provider also offers DSL fixed network telephony and
high-speed internet. "Kundenmonitor Deutschland 2011"
honoured Telefónica Germany as the network operator with
the most satisfied mobile phone customers in the German
market for the fifth time in a row. Telefónica Europe has
more than 58 million mobile and fixed network customers in
Great Britain, Ireland, the Czech Republic, Slovakia and
Germany.
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