February 26, 2015

Mobile Metrix Reveals the UKs Top Smartphone and Tablet Destinations


Sr. Manager, Corporate Marketing, EMEA
With the launch of comScore Mobile Metrix in the UK, comScore is able to report unduplicated audience sizes across app and browser usage, providing a comprehensive view of mobile audience reach on smartphone and tablet devices.

A look at the first data set from Mobile Metrix reveals that Google Sites ranked as the top smartphone property reaching 28.3 million users across browser and apps, equivalent to 98.4 percent of the total smartphone population in January 2015. Facebook followed closely reaching more than 9 in 10 Brits, while Amazon Sites secured the third position with 22 million visitors. Nearly 21.8 million users accessed BBC Sites, making it the top news destination for smartphone users.

Mobile Metrix Reveals the UK’s Top Smartphone and Tablet Destinations

Interestingly, an analysis of the largest tablet properties found that Apple secured the top spot reaching 44.3 percent of all tablet users in the UK, owing to the popularity of iPads. Facebook and Google Sites followed closely behind, both reaching 44.1 percent of tablet users. LinkedIn, which fell outside of the smartphone top 10, reached #6 in tablet usage with more than one-third of tablet owners accessing LinkedIn on their device, while fellow social networking site Twitter ranked as the #9 most-popular tablet destinations.

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