European smartphone users accessing news up 74%
The study showed that nearly 37% of smartphone users in EU5 reported accessing news sites via an app or browser in January 2012, showing an increase of 74% over the past year. For EU5 smartphone users who accessed news sites on a near-daily basis, the growth rate was even stronger at 82%. The UK showed the highest penetration with nearly half (46.8%) of smartphone users reporting having accessed news sites at least once in the past month.
"The continued growth in smartphone adoption in Europe has fuelled the increasing consumption of news and information on-the-go," said Hesham Al-Jehani, comScore Europe product manager for Mobile. "Today's mobile consumer wants to be plugged into what's happening around them every second of the day, and their smartphones are enabling them to do that. This rapidly changing trend brings with it significant incremental opportunity for news publishers to extend their audiences, but also the challenges of delivering their content effectively through the small screen."
Spain shows highest growth in smartphone news audience
In EU5, smartphone users accessing news sites via an app or browser at least once a month increased 74% to 39.5 million during the three month average ending January 2012. The near-daily smartphone news audience showed an even stronger increase of 82% (12.7 million) during the same time period. The Spanish smartphone audience reported the strongest gains in this behaviour in the past year with a 127% increase in monthly news access and a 160% increase in near-daily news access.
| Growth in News Access Amongst Smartphone Audience 3 Month Average Ending January 2012 vs. January 2011 Total EU5 (FR, DE, IT, ES and UK), Age 13+ (Source: comScore MobiLens) | ||
|---|---|---|
| Year-Over-Year % Growth for Smartphone Audience Accessing News | ||
| Almost Every Day | Ever in Month | |
| EU5 | 82% | 74% |
| France | 59% | 62% |
| Germany | 82% | 80% |
| Italy | 75% | 67% |
| Spain | 160% | 127% |
| UK | 76% | 63% |
More than 1 in 3 EU5 smartphone users access news sites monthly
In the three month average ending January 2012, 39.5 million EU5 smartphone users accessed news sites via an app or browser on a monthly basis, representing 36.9% of the total EU5 smartphone audience. The UK showed the highest penetration for mobile news access for all usage frequencies, with 46.8% of its smartphone audience accessing news at least once monthly and 15.8% accessing news almost every day.
| Frequency of News Access Amongst Smartphone Audience 3 Month Average Ending January 2012 Total EU5 (FR, DE, IT, ES and UK), Age 13+ (Source: comScore MobiLens) | ||||||
|---|---|---|---|---|---|---|
| Penetration (%) of Smartphone Users | ||||||
| EU5 | France | Germany | Italy | Spain | UK | |
| Frequency of Accessing News | ||||||
| Almost every day | 11.8% | 11.3% | 10.4% | 10.2% | 10.3% | 15.8% |
| At least once each week | 11.5% | 11.1% | 10.8% | 9.4% | 9.7% | 15.5% |
| Once to three times throughout the month | 13.5% | 14.1% | 13.8% | 11.2% | 12.2% | 15.5% |
| Ever in month | 36.9% | 36.6% | 35.0% | 30.9% | 32.2% | 46.8% |
January 2012 EU5 mobile benchmark data
The table below shows comScore's January 2012 mobile benchmark data, including a review of mobile consumption behaviours 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 Average Ending January 2012 Total EU5 (FR, DE, IT, ES and UK), Age 13+ (Source: comScore MobiLens) | ||||||
|---|---|---|---|---|---|---|
| EU5 | France | Germany | Italy | Spain | UK | |
| Penetration (%) of Mobile Subscribers | ||||||
| Used Smartphone | 45.2% | 41.4% | 38.2% | 44.4% | 52.5% | 52.6% |
| Used Application (excl. pre-installed) | 39.2% | 35.2% | 34.7% | 34.8% | 43.0% | 49.8% |
| Used Browser | 39.2% | 37.7% | 32.2% | 35.1% | 42.0% | 50.6% |
| Played Games | 28.1% | 16.5% | 25.9% | 32.3% | 31.3% | 35.4% |
| Sent Text Message | 84.5% | 86.5% | 80.2% | 82.1% | 81.8% | 91.8% |
| Listened to Music | 27.5% | 24.1% | 27.3% | 24.7% | 36.2% | 27.4% |
| Accessed Social Networking Site or Blog | 26.4% | 23.8% | 19.9% | 23.3% | 28.9% | 38.0% |
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.
Source: comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and the preferred source of digital marketing intelligence.
Go to: http://www.comscore.com
