comScore Releases First Comparative Report on Mobile Usage in Japan,
United States and Europe
apan Mobde Audlence "Most Conneclsdv bn 3of4 Users Aceessing Moblle Media une
Socpy Neworking Shows Highest Reach ameng US_Mobile Users Iyhile Europeans Texf he Host
RESTON,VA October7,2010 comScore_Inc NASDAOC: SCOR) aleaderin measorng the digal word today
Taleasedashudy on mobls usa08 nd behaviors n Japan he Unipd States and Europe om is Mobilens semvce,
Te repor examined mulple gmensions of mobie usage meludng cortenl consumetion domographec comparigons
and op socil nehwriing brands across mrartetsio proyide a comparaive pok how consumers nteract th
Poble media across vanous Deographie markets
-Woble media usage contnues paccsienale across he globe drien by advangng chnologles and ha gmowing
umberafoantsnt pions avaiableto consumeis ssid Mark Donovan comccore senior ve Presidentafrmoble
swe ook acnoss atels dramalc firences mobile meda consumpton brand adopon and user behavior
ecome evilent These dflererces are even more pronounced han thoy are for PC based miometussge due ip he
eamplex nahurs afrmobie incuding varous device capabliies operaing aystems and methods of accsssing
conient For ptangs seehng io esibish a mmarket Presence underslandng sge dynanhcs aas
pographies sessentalto iplementng a success global moble marketng srategy
oble Behavior Varies Across Markets
Acrossmarkelanayse of moble actvilesinJapan the US_ and Europe revealed sgnltcant dllerences among
oneumers by geography Noble usersn Japan were hhe Tost connectedr ofthe tree markets with more than 75
percent uaing connected media browsed accessed applcations or downloaded contentl in June comparedio 437
peroentinihe US_and 385perceniin Europe,
apanese mobie users also gspayed the shongest usage of bobh appications and bowsers wih 59 3 percentothe
nre mbile popueon accessng ther bxowsers im June and 423 Percent acoessing applcatione Comparatwvey
340petcentol mobile usets in he US_and 35中percenlin Europe used he moble bonsers Wih 311percenl mn
the US.and 249 peroentin Europe accecsing appiicationa
Messsging melhods aso vared with Europens dsplaying ihe songeatuse ofiexl meseaging wh 81 7 peroeni
Sendng alext message June compared lo 的意percentin he US_and just 40.1 percenin Japan japangse
Users exhibied the highestreach in the emailcalegoy at 54 percent whie consumersin he US. We mostikely io
se mslant messaging semices on helr moble (172 Perceni|
Socal nelyoknghlogs oached he grealestpercenlage ol oble users nthe US 21.3peroent lolowed by
apan 对170 peroent and Europe 直 147 percent Japanese users Were mostlkely to capure pholos SO percant
nd waich Tyydeo 220 percent on he mobles whle Europeans were mostikeyi sien to music 242perceni
and play games 24 1percen
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