Press Releases

June 22, 2011

GSMA Mobile Media Metrics Report Issued on UK Mobile Applications Usage

Google Owns 3 Out of 5 Top Ranked Apps

LONDON, UK, 22 June, 2011 – The GSMA and comScore, Inc. (NASDAQ: SCOR), in partnership with the UK mobile operators, today released the first monthly data showing how UK mobile consumers engage through mobile applications. The data from the GSMA Mobile Media Metrics (MMM) application key measurements report reveals that nearly 8.8 million UK mobile owners used an app that connected to the internet during April 2011, with Google Maps ranking as the most accessed app with 6.4 million unique users.

The application key measurement report includes hundreds of app titles and provides a ranking of the most popular connected applications in the UK. The application ranking is available as part of the GSMA MMM product portfolio, launched in February last year, which includes monthly reports on mobile internet behaviour and a detailed analysis of access methods.

“We are excited to release the first public census-level data from the GSMA and comScore on mobile application usage,” said Henry Stevens, Media Director, GSMA. “Apps have become an important entry point for accessing content on mobile devices and their usage will only increase with the rapid proliferation of smartphones. We look forward to delivering to the UK market these critical insights to help understand the mobile ecosystem.”

Jeremy Copp, VP Mobile for comScore Europe added, “To help better measure publishers’ mobile assets, we offer mobile-optimised tagging to publishers free of charge. This service gives clients the ability to tag mobile-optimised websites and applications to enable accurate measurement of audiences, including unique visitor counts and engagement metrics, across a variety of devices and platforms. By tagging mobile applications, we can expand the ranking of applications currently under measurement and media owners as well as publishers can be sure that their properties are correctly represented in the metrics and audience measurement rankings.”

Leading UK Connected Mobile Applications
In April 2011, 40 per cent of the 21.8 million UK mobile internet users accessed a connected application*. Google Maps ranked as the top mobile app with 6.4 million users, reaching 73.3 per cent of all UK app users. Yahoo’s Weather app ranked second with 3.6 million followed by Facebook’s app with 3.5 million unique visitors. Another two apps published by Google - Google Mobile and YouTube - rounded out the top five, highlighting Google’s strong position among UK mobile consumers.

Connected Mobile Applications
Ranked by Unique Visitors
April 2011
Source: GSMA MMM Application Key Measures
Mobile App Total Unique Visitors
Total Connected Apps Users 8,753,197
Google Maps 6,419,503
Yahoo! Weather 3,567,047
Facebook 3,456,442
Google Mobile 2,554,329
YouTube 2,438,348
eBay 1,195,496
Sky Sports Live Football Score Centre 1,004,085
Yahoo! Stocks 959,289
WhatsApp Messenger 798,656
Sky News 732,374
Skype 609,091
Shazam 562,410
BBC News 495,394
Sky Sports 482,130
Talking Tom Cat 452,396
Sky+ 303,275
Rightmove App 289,221
Google Earth 269,502
IMDb Movies & TV 251,624
TuneIn Radio 227,343

Apple iOS Users Comprise 65 Percent of UK Connected Application Users
An analysis of the leading operating systems among connected application users revealed that 65 percent connected via a device running on Apple iOS. In April 2011 Google’s Android OS had the second highest share among operating systems for application usage at 31 percent. Symbian ranked third and accounted for just one per cent of connected app users.

Share (%) of Connected Application Users by Smartphone Operating System
April 2011
Source: GSMA MMM Application Key Measures
  Total Unique Visitors % Share
Total Connected Apps Users 8,753,197 100%
Apple iOS 5,702,166 65%
Google Android OS 2,699,982 31%
Symbian OS 118,957 1%
Other OS 356,871 3%

*A “connected” mobile app is an application that connects to a mobile operator’s network.

About the GSMA
The GSMA represents the interests of mobile operators worldwide. Spanning 219 countries, the GSMA unites nearly 800 of the world’s mobile operators, as well as more than 200 companies in the broader mobile ecosystem, including handset makers, software companies, equipment providers, Internet companies, and media and entertainment organisations. The GSMA also produces industry-leading events such as the Mobile World Congress and Mobile Asia Congress.

For more information, please visit Mobile World Live, the online portal for the mobile communications industry, at www.mobileworldlive.com or the GSMA corporate website at http://www.gsmworld.com.

For further information, please contact:
Abigail Faylor: +44 (0)2070 670 851
afaylor@webershandwick.com or press@gsm.org

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comscore.com/companyinfo.

Please contact mobile@comscore.com for more information about tagging or register for one of our summer tagging workshops in London at www.comscore.com/GSMA

Ayaan Mohamud
comScore, Inc.
+ 44 (0) 203-111-1758
worldpress@comscore.com