comScore Releases First Data on iPhone Users in the UK

LONDON - 93 Per Cent of iPhone Users Accessed Mobile Media in January; E-mail is
the Most Popular Mobile Application

comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world,
today unveiled for the first time its data describing iPhone users in the
United Kingdom, finding that 93 per cent of iPhone owners accessed mobile
media in January. According to comScore, mobile e-mail is used by 75 per cent
of British iPhone owners, making it the most popular type of mobile content
consumed on the device.

(Logo: www.newscom.com/cgi-bin/prnh/20080115/COMSCORELOGO)

“Consumers are clearly embracing the iPhone’s touch screen keyboard,”
observed Alistair Hill, analyst, comScore. “The penetration of e-mail usage
on the iPhone is more than double that of the smartphone category as a whole.
Over the past several quarters, the UK smartphone market has been dominated
by the N95, which lacks a QWERTY keyboard. As a result, we see smartphone
users favour using their device for music and photo messaging, two activities
for which these Nokia devices are particularly well-suited, more than
e-mail.”

Top Activities Among iPhone Users vs. All Smartphone Users
Three-month average ending January 2009
Total U.K. Age 13+, Smartphone Owners
Source: comScore Mobile

Per cent of Per cent of Per cent of
Activity iPhone Smartphone All Mobile
Users Users Phone Users
Accessed news/info via browser 79.7 48.0 19.8
Accessed e-mail 75.4 35.4 13.1
Listened to mobile music 65.6 40.5 22.6
Accessed news or info via
downloaded application 55.6 22.1 6.3
Accessed social networking site 54.8 29.6 12.7
Accessed weather 55.5 26.1 9.2
Used web search 55.1 31.9 12.3

comScore data show that nearly 80 per cent of UK iPhone owners accessed
news and other information via a browser, four times the rate for all mobile
phone users. The App Store is also extremely popular among iPhone owners,
with 55.6 per cent accessing news and information via a downloaded
application, compared with 22.1 per cent of smartphone owners, and 6.3 per
cent of all mobile phone users. The iPhone has also provided a boost to the
mobile games sector, with 37 per cent of iPhone owners downloading a game and
18.6 per cent purchasing one. Only 5.6 per cent of smartphone owners and 2.7
percent of mobile phone users purchased a game in January. comScore also
revealed today the demographics of iPhone owners, and found that 75 percent
are males, mostly between the ages of 18-44. Smartphone ownership also
typically skews male in the UK, with males comprising 65 per cent of the
audience.

“The iPhone is indeed an early adopter phenomenon in the United Kingdom,”
said Hill. “While the device’s ease of use is certainly contributing to the
lift we see in mobile media consumption, the fact that the device requires a
subscription package that includes an unlimited data plan is also a
contributing factor. However, it is also important to note that while nearly
all iPhone owners are consuming mobile media, the device is in the hands of
only two percent of mobile phone users in the UK.”

comScore data also shows that 55 percent of mobile media consumers are
male, and 65 percent are between the ages of 18-44. Twenty-three per cent of
mobile media users own a smartphone; and 3.5 percent, an iPhone.

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 www.comscore.com/companyinfo.

Source: comScore, Inc.

Jaimee Steele, +1-206-757-1360, jsteele at comscore.com, or UK, Jamie Gavin, +44-0-207-099-1775, jgavin at comscore.com, both of comScore, Inc./ Logo: https://www.newscom.com/cgi-bin/prnh/20080115/COMSCORELOGO