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comScore Releases First White Paper Examining PC & Mobile Internet Usage in the U.K.
Wednesday, December 03, 2008
25 Percent of the Total U.K. population accesses the Internet via a Mobile Device
LONDON, Dec. 3 /PRNewswire-FirstCall/ -- comScore, Inc. (Nasdaq: SCOR), a
leader in measuring the digital world, today made available its U.K. PC &
Mobile Internet Usage White Paper, providing for the first time, a comparative
insight into Internet behavior across the country's mobile and PC Internet
screens.
The U.K. paper, which is comScore's first dual-screen publication in any
of the global markets it currently tracks, aims to address the key concerns of
marketers and content providers operating in this rapidly developing industry,
providing:
-- A trend analysis of PC and mobile Internet growth over the course of
the past year.
-- Demographic profiles of these audiences.
-- Cross-platform trend analysis of key online sectors including social
networking, search and email usage.
-- An overview of U.K. smartphone usage, examining subscription rates as
well as a comprehensive analysis of the most popular online domains
being visited by this key mobile audience.
-- A thorough introduction to comScore's new M:Metrics mobile monitoring
methodology
PC & Mobile Internet Penetration: Comparative Overview
Key findings from the study include an overview of the relative sizes of
the PC and mobile Internet audiences, showing that there were 12.9 million
mobile Internet users age 13 and over in the U.K. in July (representing 25
percent of the total U.K. population) compared with 35.2 million PC Internet
users age 15 and over (a 70-percent reach).
PC & Mobile Internet Usage
Penetration of Total U.K. Country Population, Age 15+
Total Unique People (000)
July 2008
Source: comScore World Metrix/comScore M: Metrics MobiLens Survey
% Reach of Total
Total Number of U.K. Population,
Audience People (000) Age 15+
Total U.K. Country Population* 50,619 100%
Total PC Internet Users 35,223 70%
Total Mobile Internet Users** 12,882 25%
*U.K. office of national statistics, 2007.
**Mobile Internet audience reach calculated on a 13+ universe.
"This report represents an important benchmark in the evolution of mobile
Internet audience measurement," said Herve Le Jouan, Managing Director,
comScore Europe. "But beyond this -- we are now at a pivotal stage in the
development of the entire online industry, and if any U.K. marketers were
still awaiting a sign that the mobile Internet platform has come of age, then
the launch of the iPhone 3G certainly provided it. We hope that this research
will provide valuable insight for the industry as a whole and promote further
understanding of mobile Internet audience behavior as we move into an
increasingly converging online world."
The comScore U.K. PC & Mobile Internet White Paper is now available to
download for free at: http://www.comscore.com/uk/report/
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 http://www.comscore.com/boilerplate
SOURCE comScore, Inc.
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