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3
50.7m people now own a mobile phone in the UK, the majority of them are smartphones
71%
29%
Smartphone Other
Smartphone penetration
Source: comScore MobiLens, 3 month average ending June 2015
4
20.9
18.2
32.9
10.0
8.5
9.6
O2 Vodafone EE3Tesco other
Market share of operators (vol %)
Source: comScore MobiLens, 3 month average ending June 2015
EE is the largest operator in the UK
5
27.2
24.818.1
6.6
5.0
1.53.0
2.210.3
Samsung Apple Nokia Sony HTC BlackBerry Motorola LG other
Market share of handset manufacturer (vol %)
Source: comScore MobiLens, 3 month average ending June 2015
Samsung is the largest mobile phone manufacturer
6
52.6
35.1
9.12.2
0.80.1
Android Apple Microsoft RIM Symbian Other Smartphone
Market share of Smartphone operating systems (vol %)
Source: comScore MobiLens, 3 month average ending June 2015
Google Android is the most popular smartphone operating system
7
Majority of mobile usage occurs via apps
83%
17%
App Browser
Share of digital media time
Source: comScore MMX Multi-Platforml March 2015
8
70%
% 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 June 2015
Majority of mobile phone users are using “connected media”
9
Smartphones are driving the highest portion of digital media time spent amongst Millennials
28%
17%
Smartphone Other
50%50%
Smartphone Other
40%60%
Smartphone Other
18 – 34 35-54 55+
Demographics’ share of time spent by platform (%)
Source: comScore MMX Multi-Platforml March 2015
10
48%
52%
Mobile Platforms* Total Audience
Source: comScore MMX Multi-Platform UK, March 2015*Mobile Platforms: Mobile + Tablet
For the UK’s top 100 digital media properties, almost half the audience only visits via mobile platforms.
Digital companies who do not optimise their experience for mobile, could potentially be turning away half their audience
Average mobile only audience for top 100 digital properties
Market share of digital platforms vol(%)
11
According to data captured by TouchPoints, UK adults use their smartphones an average of:
Source: IPA TouchPoints survey
264 minutes a day
Smartphone use takes up a significant amount of time
13
% accessing newsbrands on smartphones
23 million of smartphone users access newsbrands
Source: comScore Mobile Metrix June 2015Newsbrands 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, Financial Times Group
% of people accessing newsbrands on smartphones
78%
Newsbrands reach 78% of total smartphone audience
14
22.3m 23.0m
BBC Newsbrands
76% 78%
Source: comScore Mobile Metrix June 2015Newsbrands 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, Financial Times Group
Newsbrands on smartphones reach more than the BBC
15
18-24 25-34 35-54 55+
85.681.6
74.975.0
% of Smartphone owners accessing news
Source: comScore Mobile Metrix June 2015Newsbrands 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, Financial Times Group
Accessing newsbrands through a smartphone is particularly popular among young people