EU5 Map Usage via Smartphone Growing 7x Faster Than Classic Web

UK Has Highest Penetration of Smartphone Map Users in EU5

LONDON, UK, 31 May 2012 - Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released an overview of mobile and computer usage of Maps across the five leading European markets (France, Germany, Italy, Spain and the United Kingdom) using the Comscore MobiLens and Comscore MMX services. The study showed that 35.0 percent of smartphone users in EU5 reported accessing maps via their device in March 2012, compared to 49.6 percent of the internet audience accessing Maps sites on their computers. Across EU5 markets, the smartphone Map audience increased 55 percent over the past year while map access via computer grew just 8 percent.

“Smartphones are quickly becoming the primary platform for on-the-go services such as maps and navigation. With apps such as Google Maps coming pre-installed on many phones it’s becoming second nature for many of us to rely on the smart device in our pocket to show us the way. The days of checking routes in advance and printing maps to take with us will soon be in our rear view mirror,” said Hesham Al-Jehani, European mobile product manager at Comscore.

UK Leads the Way with 40 Percent of Smartphone Map Users
In March 2012, 90.4 million EU5 visitors accessed Maps sites via computer, representing 49.6 percent of the internet audience. In comparison, 39.8 million smartphone users accessed maps via their device, representing 35 percent of the EU5 smartphone audience. France ranked first for penetration of Maps sites via computer (53.4 percent reach) but ranked last when it came to smartphone map access (30.4 percent reach). The UK was the top market in terms of Map access via smartphones at 40.2 percent.

EU5 Map Site Access Among Classic Web Users (000) and Smartphone Users (000)
 March 2012
 Computer – Age 15+, Smartphone – Age 13+
 Source: Comscore MMX and Comscore MobiLens
  Accessed Maps via Computer Accessed Maps via Smartphone
Unique Visitors (000) % Reach Among Computer Audience Unique Visitors (000) % Reach Among Smartphone Audience
EU5 90,418 49.6 39,819 35.0
France 23,074 53.4 6,532 30.4
Germany 26,319 51.1 8,671 36.1
Italy 11,622 40.7 6,696 31.4
Spain 10,482 48.6 6,926 35.4
United Kingdom 18,922 50.3 10,995 40.2

Smartphone Map Usage Grows at 7x Computer-Based Map Access
The EU5 classic web audience for Map sites, such as Google Maps and ViaMichelin, grew 8 percent over the past year, while the smartphone audience grew 55 percent during the same time period. While users are not shifting away from use of Maps on their computers, the surge in behaviour on smartphones suggests incremental usage and the emergence of a compelling use case while people are on-the-go.

The German smartphone map audience showed the greatest increase among EU5 markets at 89 percent, followed closely by Spain at 76 percent. Italy had the slimmest increase in smartphone map access at 35 percent, but showed the fastest growth rate on computers at 22 percent.

Percent Change in Internet Audience Aged 15+ Accessing Maps Sites and Smartphone Audience Aged 13+ Accessing Maps via their Device
 March 2012 vs March 2011
 EU5 (France, Germany, Italy, Spain and UK)
 Source: Comscore MMX and Comscore MobiLens
  % Growth Year-over-Year
Accessed Maps Sites via Computer Accessed Maps via Smartphone
 EU5 8% 55%
 Germany 10% 89%
 Spain 3% 76%
 United Kingdom 4% 47%
 France 6% 38%
 Italy 22% 35%

Apple iPhone Owners Are Keenest to Use Maps
In March 2012, 39.8 million smartphone users accessed maps via their device in EU5. iPhone users showed the highest propensity for this behaviour with 53.4 percent accessing maps on their phones. Google Android, which owned the highest number of map users at 17.7 million, ranked second in map penetration at 39.8 percent, while Microsoft rounded up the top 3 at 34.5 percent.

Top 5 Smartphone Platforms Accessing Maps by % Share of Smartphone Users
 March 2012
 Total EU5 (France, Germany, Italy, Spain and the UK) Aged 13+
 Source: Comscore MobiLens
  Accessed Maps
Smartphone Subscribers
% Penetration of Platform Users Accessing Maps
 Total Smartphone Map Audience: 13+ yrs old 39,819 100.0%
 Apple 12,363 53.4%
 Google 17,671 39.8%
 Microsoft 1,748 34.5%
 RIM 2,480 24.5%
 Symbian 4,923 18.3%

March 2012 EU5 Mobile Benchmark Data
The table below shows Comscore’s March 2012 mobile benchmark data, including a review of mobile consumption behaviour and device penetration for the five European countries under measurement. These benchmarks are published by Comscore to provide the most up-to-date snapshot of the mobile industry. Further information on these benchmarks, and other data included above, can be provided upon request.

Mobile Benchmark Data for the European Market
 3 Month Avg. Ending March 2012
 Total EU5 (DE, ES, FR, IT and UK), Age 13+
 Source: Comscore MobiLens
  Penetration (%) of Mobile Users
EU5 France Germany Italy Spain UK
Used Smartphone 47.6% 44.7% 41.0% 45.3% 55.2% 55.0%
Used Application (excl. pre-installed) 41.4% 37.4% 37.1% 35.3% 47.1% 52.2%
Used browser 41.1% 40.0% 34.7% 35.4% 44.8% 52.7%
Played games 29.5% 18.0% 26.9% 32.9% 33.1% 37.6%
Sent text message 83.6% 86.3% 79.2% 80.7% 79.6% 91.9%
Listened to music 28.6% 25.1% 27.9% 25.6% 37.7% 29.0%
Accessed Social Networking Site or Blog 28.0% 24.9% 22.1% 24.3% 31.3% 39.2%

About MobiLens
 MobiLens data is derived from an intelligent online survey of a nationally representative sample of mobile subscribers age 13 and above. Data on mobile phone usage refers to a respondent’s primary mobile phone and does not include data related to a respondent’s secondary device.

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

Ayaan Mohamud
Comscore, Inc.
+ 44 (0) 203-111-1758

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