comScore Releases Inaugural Report, 'The 2010 Mobile Year in Review'

By Comscore Inc., PRNE
Sunday, February 13, 2011

Report Highlights 2010 Mobile Trends in U.S., Europe and Japan

BARCELONA, Spain, February 14, 2011 - comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world,
today released The comScore 2010 Mobile Year in Review. This inaugural report
recaps key trends in the mobile landscape in 2010 throughout the U.S., Europe
(EU5) and Japan. The report highlights important components of the mobile
market including device trends, smartphone adoption, browser/application
usage and mobile content consumption, with a look at how marketers can
utilize the mobile medium in 2011.


"2010 was a game-changing year for the mobile industry," said Mark
, comScore senior vice president of mobile. "Smartphone adoption, 3G
penetration and unlimited data plans drove a surge of mobile media
consumption across geographies and deepened the integration of mobile devices
into everyday life. And, the coming year has the potential to be even more
exciting. As the mobile ecosystem continues to develop, including progress in
mobile advertising and commerce, it's clear that mobile is destined to become
an increasingly important platform for digital marketers across all

To download a complimentary copy of The comScore 2010 Mobile Year in
Review, please visit:

Mobile Media Consumption Intensified in 2010

Smartphones aggressively penetrated the mobile market in 2010, driving an
escalation in mobile media consumption by subscribers worldwide.
Technological innovations enabled an extraordinary number of new capabilities
for mobile devices, even expanding the definition of what it means to be
'mobile' through the introduction of tablets, e-readers and other connected
devices. As more subscribers access the mobile web in 2011, it will become
essential for marketers to reach this rapidly-expanding segment of consumers.

comScore's report provides insight into the year's most important trends.
Key findings highlighted in the report include:

    -- Smartphone adoption accelerated in both the U.S. and Europe. U.S.
       smartphone adoption reached 27 percent of mobile subscribers in
       December 2010, an increase of 10 percentage points from the previous
       year, while European adoption reached 31 percent, also up nearly 10
       points versus year ago.
    -- Network quality and cost of monthly plan were the top 2 purchase
       consideration factors for mobile subscribers in the U.S. and UK.
    -- Nokia was the top OEM in the UK, Germany, Italy and Spain. Samsung
       took the top spot in the U.S. and France, and also ranked in the top
       three in the UK, Germany, Italy and Spain.
    -- 36 percent of mobile Americans and 29 percent of Europeans browsed the
       mobile web in December 2010, with access through an application
       reaching 34 percent of Americans and 28 percent of Europeans. Across
       regions, mobile browsing and application usage is growing in the range
       of 7-9 percentage points per year.
    -- More than 75 percent of mobile subscribers in Japan are connected
       media users (used their browser, accessed applications or downloaded
       content) far surpassing the U.S. and European countries in this
       regard. Japan also saw nearly 10 percent of its mobile audience make a
       purchase with their mobile wallet in December 2010.
    -- Over the past year the number of mobile users that accessed a social
       networking site at least once a month via their mobile device
       increased by 56 percent to nearly 58 million users in the U.S. Even
       stronger growth occurred in Europe, with a 75-percent increase in the
       number of users over the last year to 42 million in December 2010.

comScore mobile experts will be presenting insights from the report via
live webinar. Please see below for session dates and geographic focuses.

    -- The 2010 Mobile Year in Review webinar presented by Jeremy Copp, VP
       mobile for comScore and Alex Kozloff, mobile manager, IAB UK.
       Thursday, March 10 from 11:00AM - 12:00PM GMT. This webinar will
       examine the trends in Europe and the UK for mobile devices, mobile
       consumer behaviour and mobile media usage. For more information and to
       register, please visit:
    -- The 2010 Mobile Year in Review webinar presented by Mark Donovan, SVP
       of mobile at comScore. Tuesday, March 15 from 1:00PM - 2:00PM EDT. The
       webinar will focus on trends in the U.S. mobile market as well as
       include important analysis of mobile trends in Europe and Japan to
       provide insight on the global mobile landscape. For more information
       and to register, please visit:

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital
world and preferred source of digital business analytics. For more
information, please visit

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U.S. Media, Sarah Radwanick, +1-206-268-6310, press at, or EMEA Media, Berit Block, +44-203-111-1758, worldpress at, both for comScore, Inc.

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