EU5 map usage via smartphone growing 7x faster than classic web

The study showed that 35.0% of smartphone users in EU5 reported accessing maps via their device in March 2012, compared to 49.6% of the internet audience accessing Maps sites on their computers. Across EU5 markets, the smartphone Map audience increased 55% over the past year while map access via computer grew just 8%.

"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% of smartphone map users

In March 2012, 90.4 million EU5 visitors accessed Maps sites via computer, representing 49.6% of the internet audience. In comparison, 39.8 million smartphone users accessed maps via their device, representing 35% of the EU5 smartphone audience. France ranked first for penetration of Maps sites via computer (53.4% reach) but ranked last when it came to smartphone map access (30.4% reach). The UK was the top market in terms of Map access via smartphones at 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% over the past year, while the smartphone audience grew 55% 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%, followed closely by Spain at 76%. Italy had the slimmest increase in smartphone map access at 35%, but showed the fastest growth rate on computers at 22%.

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% 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%, while Microsoft rounded up the top 3 at 34.5%.

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.