newsbrands and mobile comscore gsma mobile media metrics & mobilens

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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

6.58.0

O2 Vodafone Orange T-Mobile Virgin Mobile 3Tesco other

Market share of operators(%)


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Samsung is the largest mobile phone manufacturer

28.1

18.918.5

9.1

8.3

6.24.3 2.71.9

Samsung Apple Nokia HTC RIM Sony other LG Motorola

Market share of handset manufacturer(%)


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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 (%)


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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


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News and mobile

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Almost half of Smartphone users access news

49

% accessing news on mobile


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


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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


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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


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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


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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


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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


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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


newsbrands and mobile comscore gsma mobile media metrics & mobilens

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