Comscore M:Metrics Reports Mobile Search Grew 68 Percent in the U.S. and 38 Percent in Western Europe During Past Year

Google Leads the Market as More Subscribers Access Mobile Search Each Week

Reston, VA, September 15, 2008 -- Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced that mobile search is gaining in both popularity and frequency of use in the U.S. and Western Europe.

Comscore M:Metrics reports that in June 2008, 20.8 million U.S. mobile subscribers and 4.5 million European mobile phone subscribers accessed search during the month, an increase of 68 and 38 percent from June 2007, respectively. The U.K. had the highest penetration of mobile subscribers using search at 9.5 percent, followed closely by the U.S. at 9.2 percent.

Mobile Search via Mobile Device
Three-month average ending June 2007 and June 2008
United States and Western Europe
Source: Comscore M:Metrics MobiLens
  Mobile Search Users (000) % of Mobile Subscribers
Country Jun-07 Jun-08



Jun-07 Jun-08
France 1,483 2,196 48% 3.3% 4.7%
Germany 1,316 1,837 40% 2.8% 3.7%
Italy 2,010 2,810 40% 4.5% 6.0%
Spain 923 1,293 40% 2.9% 3.8%
United Kingdom 3,454 4,497 30% 7.7% 9.5%
Europe* 9,186 12,633 38% 4.3% 5.6%
United States 12,353 20,793 68% 5.8% 9.2%

*Includes top five countries listed.

“It is interesting to note that as we see the number of mobile search users increase, the frequency of activity is also growing,” observed Alistair Hill, analyst, Comscore. “The number of people accessing mobile search at least once a week grew 50 percent in Europe, with France and Spain leading at a rate of 69 and 63 percent, respectively. Meanwhile, the number of U.S. users accessing mobile search has more than doubled as a result of expanded 3G penetration and smartphone adoption, as well as the proliferation of flat-rate data plans. We have also seen a substantial improvement to the mobile search offerings in the U.S. market.”

Accessing Mobile Search via Mobile Device at Least Once a Week
Three-month average ending June 2007 and June 2008
United States and Western Europe
Source: Comscore M:Metrics MobiLens
  Users (000)
Country Jun-07 Jun-08 Percent Change
France 423 715 69%
Germany 462 634 37%
Italy 860 1,219 42%
Spain 298 487 63%
United Kingdom 1,105 1,695 53%
Europe* 3,148 4,714 50%
United States 4,990 10,177 104%

*Includes top five countries listed.

Google is the preferred brand for browser-based searches with a 60 percent share of mobile searchers (“mobile searcher penetration”) in all countries measured by Comscore M:Metrics. Yahoo! ranks second in Germany, Italy, UK and the U.S. In the U.S., Yahoo’s mobile searcher penetration is 34.6 percent, more than double its share in most other countries.

Top Mobile Search Brands By Mobile Searcher Penetration
Three-month average ending June 2008
United States and Western Europe
Source: Comscore M:Metrics MobiLens
Google 62.9% Google 85.1%
MSN / Windows Live Search 9.6% Yahoo! 9.4%
Google 88.1% Google 82.5%
Yahoo! 19.5% MSN / Windows Live Search 12.1%
UK   US  
Google 74.0% Google 63.0%
Yahoo! 16.2% Yahoo! 34.6%

About Comscore
Comscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and a preferred source of digital marketing intelligence. In an independent survey of 800 of the most influential publishers, advertising agencies and advertisers conducted by William Blair & Company in July 2008, Comscore was rated the ‘most preferred online audience measurement service’ by 54% of respondents, a full 20 points ahead of its nearest competitor. Comscore’s capabilities are based on a massive, global cross-section of approximately 2 million Internet users who have given Comscore permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. Comscore panelists also participate in survey research that gathers and integrates their attitudes and intentions. Using its proprietary technology, Comscore measures what matters across a broad spectrum of digital behavior and attitudes, helping clients design more powerful marketing strategies that deliver superior ROI. With its recent acquisition of M:Metrics, Comscore is also a leading source of data on mobile usage. Comscore services are used by more than 1100 clients, including global leaders such as AOL, Microsoft, Yahoo!, BBC, Carat, Cyworld, Deutsche Bank, France Telecom, Best Buy, The Newspaper Association of America, Financial Times, ESPN, Fox Sports, Nestlé, Starcom, Universal McCann, the United States Postal Service, the University of Chicago, Verizon Services Group and ViaMichelin. For more information, visit

More About