newsbrands and mobile comscore gsma mobile media metrics & mobilens 1
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Newsbrands and mobilecomScore GSMA Mobile Media Metrics & MobiLens
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Market Overview
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49.5m people now own a mobile phone in the UK, the majority of them are smartphones
67%
33%
Smartphone Other
Smartphone penetration
Smartphone ownership is up 23% on last year
Source: comScore MobiLens, 3 month average ending March 2013
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O2 is the largest UK operator, although the merger of Orange and T-Mobile would put them top
23.3
20.0
16.5
9.4
7.3
8.9
6.5
8.0
O2 Vodafone Orange T-Mobile Virgin Mobile 3Tesco other
Market share of operators(%)
Source: comScore MobiLens, 3 month average ending March 2013
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Samsung is the largest mobile phone manufacturer
28.1
18.918.5
9.1
8.3
6.2
4.3 2.71.9 Samsung Apple Nokia HTC RIM Sony other LG Motorola
Market share of handset manufacturer(%)
Source: comScore MobiLens, 3 month average ending March 2013
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Google Android is the most popular Smartphone operating system
49.8
28.0
12.3
5.04.4
0.4
Google Apple RIM Symbian Microsoft Other Smartphone
Market share of Smartphone operating systems (%)
Source: comScore MobiLens, 3 month average ending March 2013
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Majority of mobile phone users are using “connected media”
68.5
% of mobile phone owners that use connected media
Majority of people are doing one of the following on their mobile phone: browse mobile internet, use applications, email, stream or download music, or watch broadcast or on-demand video
Source: comScore MobiLens, 3 month average ending March 2013
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News and mobile
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Almost half of Smartphone users access news
49
% accessing news on mobile
Source: comScore MobiLens, 3 month average ending March 2013
Over 16 million Smartphone users access news on their phone
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iPhone users are 70% more likely to access news than the average mobile phone user
61
% of iPhone users that access news
Over 61% of iPhone users access news through their mobile browser or app.That is an index of 170 compared to all mobile phone users
Source: comScore MobiLens, 3 month average ending March 2013
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Accessing news through a smartphone is particularly popular among young people
18-24 25-34
57.562.9
% of Smartphone owners access-ing news
Source: comScore MobiLens, 3 month average ending March 2013
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25-34 year olds over index on accessing news on their smartphone
25-34 yr olds are 26% more likely to access news on their smartphone than the average smartphone user
Source: comScore MobiLens, 3 month average ending March 2013
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Over half of 18-34 year olds access news on their smartphone
60% of 18-34 year old mobile phone owners access news through their smartphone.
They make up 36% of all smartphone owners
Source: comScore MobiLens, 3 month average ending March 2013
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Over half of Smartphone owners with HH income of £75k+ access news on their phone
61.7
% of phone owners with HH income of £75k+ accessing news on mobile
device
Source: comScore MobiLens, 3 month average ending March 2013
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Newspapers and mobile
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Newspaper sites reach 33% of the mobile audience
10.6m access newspaper sites on their mobile through their network or Wi-Fi
Source: comScore GSMA Mobile Media Metrics, March 2013
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Unique visitors accessing newspaper sites grew 58% year on year
Mar 12 Mar 13
4.8
6.3
Unique visitors accessing newspaper sites via mobile browser (millions)
+32%YoY
Source: comScore GSMA Mobile Media Metrics, March 2013 and March 2012
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Newspaper page views have doubled year on year
Mar 12 Mar 13
161,311
292,399
Newspaper pages viewed via mobile browser (000s)
+81%YoY
Source: comScore GSMA Mobile Media Metrics, March 2013 and March 2012
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Newsbrand mobile sites attract a young audience
49.5% of those who access newsbrands through an app or their mobile browser are 18-34
Source: comScore MobiLens, 3 month average ending March 2013Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,ukTimes Online, Dailystar.co.uk, Financial Times Group
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9 out of 10 newsbrand visitors also visit social media sites
93% of newsbrand visitors also visit social media sites on their mobile browser
Source: comScore GSMA Mobile Media Metrics, March 2013Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,ukTimes Online, Express.co.uk, Dailystar.co.uk, People.co.uk, Financial Times Group
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Visitors to newsbrand sites are more likely to visit social media sites than the average mobile internet user
Buzzfeed LinkedIn Pinterest twitter Facebook
474
307276
246
181
Newsbrand visitors accessing social media sites indexed against avg mobile internet user
Source comScore GSMA Mobile Media Metrics, March 2013Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,ukTimes Online, Express.co.uk, Dailystar.co.uk, People.co.uk, Financial Times Group
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More 18-34s access newsbrands than Twitter via their mobile browser
Newsbrands Twitter
3.3m
2.0m
mobile browser users (millions)
Source: comScore MobiLens, 3 month average ending March 2013Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk,Times Online, Dailystar.co.uk, Financial Times Group
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8 out of 10 newsbrand visitors also visit retail sites
81% of visitors to newsbrand sites also visit retail sites on their mobile browser
Source: comScore GSMA Mobile Media Metrics, March 2013Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,ukTimes Online, Express.co.uk, Dailystar.co.uk, People.co.uk, Financial Times Group
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Mobile newsbrand visitors are twice as likely to visit Amazon
Newsbrand visitors to Amazon index at
232compared to average mobile internet
user
Source: comScore GSMA Mobile Media Metrics, March 2013Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,ukTimes Online, Express.co.uk, Dailystar.co.uk, People.co.uk, Financial Times Group