2010 Mobile year review

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The comScore 2010 Mobile Year in Review

FEBRUARY 2011

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The comScore 2010 Mobile Year in Review

FEBRUARY 2011

The comScore 2010 Mobile Year in Review
2010 represented a year of dynamic growth in mobile driven by acceleration in mobile media consumption across markets. As mobile continues to play a more prominent role on the digital stage, it’s imperative for marketers tounderstand how consumers are using mobile devices and perhaps more importantly what synergies and differences vary between the PC-Internet screen and the mobile media screen.

In addition to our Digital Year in Review for the U.S. market, released in early February, http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010_US_Digital_Year_in_Re view, this year comScore presents itsinaugural report, The 2010 Mobile Year in Review, a look at the top highlights in mobile across the U.S., EU5 (UK, France, Germany, Italy and Spain) and Japan. With the importance of mobile growing not only for mobile marketers, but digital marketers in general, the report delivers insights into the rapidly evolving mobile landscape.

The many questions that will be addressed in this reportinclude: • • • • • • How have market enablers like 3G, smartphones and unlimited data plans driven mobile media usage among consumers? What were the year’s top device trends, how have smartphone devices changed the market? What mobile content categories are most popular among consumers, how do these differ across geographies? How do browser and application access influence mobile content consumption?How are consumers using mobile media to stay connected, how has daily consumption changed? What does all this mean for the future of the mobile market?

The comScore 2010 Mobile Year in Review offers an overview of the prevailing trends in mobile media usage during the year and considers their implications for the year ahead. It examines key trends across device usage, smartphone adoption andmobile media trends looking across geographies including the U.S., EU5 and Japan.

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The comScore 2010 Mobile Year in Review

FEBRUARY 2011

Table of Contents: 2010 Mobile Year in Review
Methodology.............................................................................................................................. 4

2010 Mobile Landscape Overview.......................................................................................... 5
Includes: Growth of Mobile Media Enablers – 3G, Smartphone Adoption, Unlimited Data Plans

2010 Mobile Device Landscape ............................................................................................... 8
Includes: Device Technology Advancements, Top Selling Devices, Purchase Consideration Factors, OEM Share2010 Smartphone Trends ....................................................................................................... 13
Includes: Smartphone Adoption, Demographic Analysis, OS Market Share Trends,

2010 Mobile Media Consumption ........................................................................................... 16
Includes: App vs. Browser Use, Top Growing Content Categories, TopCategories by Market, Social Media

Looking Ahead to 2011 .......................................................................................................... 29

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The comScore 2010 Mobile Year in Review

FEBRUARY 2011

Methodology
The comScore 2010 Mobile Year in Review report utilizes data from products within the comScore mobile suite of services including comScoreMobiLens and GSMA Mobile Media Metrics (MMM).

comScore MobiLens
The foundation of our MobiLens service is the continuous collection of consumer behaviour information. Using proprietary data collection methods, we survey nationally representative samples of mobile subscribers aged 13+. Survey fieldwork is conducted monthly and to ensure demographic representation. Recruitment quotas are set...
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