Study: Smartphones and tablets are driving shift in European media consumption

comScore and Telefónica Germany made public the results of  “Connected Europe” study, that concludes that smartphones and tablets drive shifts in European media consumption.

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 (…) There is a need for more inclusive marketing strategies to engage a brand’s total audience.

Linda Abraham

comScore Chief Marketing Officer.

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 13M smartphone users access mobile retail sites. Mobile retail is one of the fastest growing activities amongst smartphone users. 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.

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, please visit: www.comscore.com/companyinfo

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.