Download - The Surge: Summary of Mobile in Europe (EU5)
“The surge” From communication to context
Where EU5 mobile is today
The 7th Mass Media
Mobile Internet Outpaces Desktop Internet AdoptioniPhone + iTouch Users = 8x AOL users 8 Quarters after launch
Windows
Palm
Blackberry
Nokia
Android
Apple
Apps: from walled garden to open playground43% off all mobile apps downloaded globally where for location based social
networking services
150,998
19,897
6,118
4,756
1,452
693 Developer20%
Publisher20%
Aggregator20%
Operator40%
Developer70%
Store Owner30%
BE
FO
RE
A
FT
ER
The Apps model has changed the value chain of mobile content…
End U
ser
End U
ser
Source: ComScore Mobile Metrix+ Media Lense 2009 Metrix
The 3 Mobile Era’s Communication, Content, Context
The size of the EU5 mobile marketGrowth of mobile media and browsing
Germany, France and UK are the most established mobile markets > substantial growth of mobile media in the next five years Italy has the potential to become a leading mobile market; high 3G adoption, propensity to browse mobile content and a user base that will migrate out of PAYG in the near future
1,442 separate devices being used for Mobile media in EU5 iPhone only represents 9% of mobile media users in EU5Nokia represents 34% of mobile media users, double the market share of its nearest rival Samsung with 18%INSIGHT: Lots of handsets but 20% of handsets account for 79% of mobile media users
27% of all 288 million EU5 consumers are mobile media users (browsed the
internet from phone, dowloaded/used an app) 27% mobile media users, 15% only voice users, 58% SMS users with no mobile mediaLow mobile media usage when compared to the US (35%)3G phone with unlimited data tarrifs represent only 5% in Europe, while 21% in the U.S INSIGHT: EU5 consumers with unlimited data plans are 196% more likely to use mobile media
84% of Italian mobile users (42 million) are Pay as you Go (PAYG) mobile usersConsiderably high when compared to EU5 average of 46%, 22% in France and 39% in Germany While PAYG has no impact on SMS or MMS mobile usage it does impact mobile media usageItaly is the exception, it is the same size market as UK, but a PAYG market and yet matches UK in mobile media consumptionINSIGHT: While Germany and UK are the largest markets, consumers in Italy demonstrate
willingess to spend on services and devices
Figures shaping mobile in Europe (EU5) The story behind the numbers
ONLINEMOBILE
AT WORKRADIO
TVNEWSPAPER
GET UP
RADIONEWSPAPER
MOBILE
WAY TO WORK
NEWSPAPERMAGAZINE
RADIOMOBILE
AFTER WORK TV
ONLINENEWSPAPERMAGAZINE
MOBILE
AT HOME
InformationNews
Entertainment
morning forenoon afternoon evening
Mobile is part of EU5 consumers daily media consumptionThe only “always on” device
Younger demographics create their own ringtones, use social networking services and listen to music
Mobile Internet services (browsing, apps and e-mail) skew 65-70% male.
Unlimited data plan subscribers average age 35.
Demographics of EU5 Mobile Media activitiesAverage mobile media user is 33 years old and 40% are female
Source: ComScore Mobile Metrix+ Media Lense 2009 Metrix
The age comparison between PC and Mobile Internet users is indicative of the need for money when browsing on the mobile device (advanced device and data plans).
Mobile social networkers has a more even gender than mobile browsers for news and info.
Source: ComScore Mobile Metrix+ Media Lense 2009 Metrix
Demographics of EU5 Mobile Media activitiesPC Internet versus Mobile Internet demographics
Growth of EU5 Mobile Media activitiesSocial networking and apps are driving growth
Social networking and apps are showing the highest gains with 106% and 64% Y/Y growth in users.
GPS mapping will emerge as a key category given Google and Nokia recent announcement to offer service free of charge
Source: ComScore Mobile Metrix+ Media Lense 2009 Metrix
Usage of mobile in the United Kingdom
Top 10 Mobile Web Properties by Unique Visitors in the UK
(000)
Top 10 Mobile Web Properties by Time Spent (minutes) in
the UK (000)
Source: Comscore GSMA MMM December 2009
65% Google and Facebook it65% of mobile users access Facebook and Google site through their mobile phones every month
10 = 70% of all time spenttop 10 properties account for 70% of all time spent by mobile users
Source: Comscore GSMA MMM December 2009
Average Minutes per Usage Day (minutes) by access
device in the UK
Distribution of users and usage between smart and non-smart
phones
Usage of mobile in the United Kingdom
66% more timemobile users spend in average 66% more time on the four largest social media properties than fixed access users
51% of all time spentdriven by Smartphone users which only represent 29% of overall mobile phone users in the UK
Source: Nielsen Company
Fastest growing UK mobile phone (all phone types)
media activities (Q2/09 to Q3/09)
Usage patterns of mobile phone users the United Kingdom
10.4 millionUsers using mobiles to access the internet , 21% of all mobile phones users
4.1 millionUsers using mobiles to download applications, 1 million users in Q3 when compared to Q2
Source: ComScore Mobile Metrix+ Media Lense 2009 Metrix
Top sites accessed by mobile What sites are consumers accessing via mobile?
While 17% of Facebook users in EU5 are accessing via mobile, there is significant differences by country with 22% of UK Facebookers accessing via mobile, compared to less than 10% of German Facebook users.
The 4 future drivers of mobile in Europe Social networking and web based apps will drive growth
2. Community > Proximity networksProximity networks shaping the way users use their mobile to inform and update and recommend their peers and social group. Emerging segment it supports: Shout Out’ers
3. Location > Augmented realityAugmented reality shaping the behaviour of mobile phone users by turning their cameras into everything from surrounding readers to sign translator. Emerging segment it supports: Insightseer
4. Transaction > Point and find technologyPoint and find technology shaping the way users use their mobile to identify, research and pay for products at point of purchase. Emerging segment it supports: Mobile hunters
1. Accesability > Web based appsWeb based apps such as HTML5 shaping the way mobile applications are built; low entry and based on Google supported HTML5 & Opera JavaScript as opposed to C++ based Windows Mobile, iPhone OS