Financial Sites Popular Among Older European Mobile Web Users; Entertainment Content Appeals Most to Teens

Comscore data reveal how age and gender impact mobile web destinations and device choices, and how advertisers can benefit

RESTON, VA, April 29, 2009 –Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today revealed that financial services sites, such as those offering banking and stock trading services, are the most popular among European mobile subscribers older than 55, while teenagers are more likely to visit social networking, entertainment and even comic sites on their mobile devices. Not surprisingly, however, younger users tend to access any Internet content much more frequently than their older counterparts.

The latest numbers from Comscore illustrate that older mobile Internet users skew towards practical, utilitarian sites, such as those providing financial services, weather and traffic information. Younger users, on the other hand, use their mobile phones more to access social network sites and entertainment content. Categories such as search, weather and news are universally popular, and social networking is the most popular type of content for all subscribers under 35. For those 35 to 44, search is the most popular activity, while weather is the top site category among those over 55 years of age.

Top News and Information Categories, by Age
Three-Month Average Ending February 2009
European* Mobile Subscribers
Source: Comscore Mobile

Age 13-17

Age 18-24

Age 25-34

Site Category

% Visiting

Site Category

% Visiting

Site Category

% Visiting

Social Networking

15.2

Social networking

19.5

Social networking

16.5

Web Search

9.5

Web Search

12

Web Search

12.1

Entertainment News

9.1

Weather

11

Weather

10.5

Weather

7.2

Entertainment News

10.8

Sports Info

10.3

Sports Info

7.2

Sports Info

10.7

News

9.9

News

6.3

News

9.6

Entertainment News

8.6

Tech News

6.1

Maps

8.5

Maps

8.3

Gaming Info

5.9

Tech News

8.1

Tech News

7

Movie Info

5.7

Stock Quotes/Financial news

7.6

Stock Quotes/Financial News

6.6

Comics or humor

5.2

Movie Info

7

Traded Stocks/Accessed Financial Account

6.4

*France, Germany, Italy, Spain and the United Kingdom

Top news and Information Categories, by Age
Three-Month Average Ending February 2009
European* Mobile Subscriber
Source: Comscore Mobile

Age 35-44

Age 45-54

Age 55+

Site Category

% Visiting

Site Category

% Visiting

Site Category

% Visiting

Web search

9.7

Web Search

6.2

Weather

4.4

Social Networking

9.4

Weather

6

Traded Stocks

4.1

Weather

8.6

News

5.9

Accessed Bank Account

4

News

8.3

Sports Info

5.4

News

4

Sports Info

7.8

Traded Stocks/accessed financial account

4.8

Web Search

3.6

Maps

6.4

Accessed Bank Account

4.6

Sports Info

3.1

Entertainment News

5.9

Social Networking

4.6

Maps

2.7

Traded Stocks/Accessed financial account

5.8

Maps

4.1

Social Networking

2.5

Accessed Bank Account

5.4

Entertainment News

3.6

Stock Quotes/Financial news

2.4

StockQuotes/Financial News

5

Stock Quotes/Financial News

3.2

Traffic Reports

2

*France, Germany, Italy, Spain and the United Kingdom

Comscore also reported the relationship between age, gender and mobile handset ownership. Teenage mobile subscribers age 13 to 17 are more likely to own an LG or Sony Ericsson device, while 18 to 24-year-olds are 80 percent more likely than the average mobile subscriber to own an iPhone. While BlackBerry and iPhone users skew male, women more commonly own a Samsung or LG device.

Handset OEM Demographics, by Benchmark Index
Three-Month Average Ending February 2009
European* Mobile Subscribers
Source: Comscore Mobile

Motorola

Nokia

Samsung

Sony Ericsson

LG

BlackBerry

Apple

Installed Base (000s)

20,539

83,991

41,605

33,668

12,199

2,385

3,523

Gender

Male

95

102

87

102

91

136

150

Female

105

98

113

98

109

63

50

Age

13-17

74

73

117

150

175

39

103

18-24

65

80

114

145

123

85

180

25-34

75

101

97

118

104

118

153

35-44

99

104

93

99

96

129

106

45-54

118

103

97

87

92

116

65

55+

128

110

99

64

75

77

47

*France, Germany, Italy, Spain and the United Kingdom
Benchmark Index = Average share among total mobile users; Index of 100 represents average share

“Mobile offers attractive opportunities for advertisers to target audiences based on the type of content consumed and device owned,” observed Alistair Hill, analyst, Comscore. “This targeting ability is extremely valuable for marketers trying to increase their advertising efficiencies in the face of shrinking ad budgets.”

About Comscore

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

Ayaan Mohamud
Comscore, Inc.
+ 44 (0) 207-099-1775
worldpress@comscore.com



Ulteriori informazioni

Finance Rankings