Males Driving Europe's Summer of Mobile Love

By Comscore Inc., PRNE
Wednesday, August 25, 2010

Mobile Dating Sites on the Rise, Males 25-34 Represent Nearly a Quarter of Users

LONDON, August 26, 2010 - comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world,
today released data from its comScore MobiLens service showing that young
adult males factor prominently in the increase in Europeans accessing dating
sites on their mobile phones. Of the nearly 11 million users accessing mobile
dating services each month, 22 percent are males between the ages of 25-34
years old, compared to just 8.7 percent of females in the same age group. The
June 2010 data from comScore shows that across Europe there has been a 52
percent increase in mobile access to dating sites since June 2009.


Italians are Top Mobile Daters

Italians are the most active in looking for love on their mobile devices,
with 7.1 percent (3.3 million) of users accessing dating services each month.
The Spanish come in second with 6.1 percent (2.1 million) of users, followed
by Germans with 3.9 percent (2.1 million users) and the French with 3.6
percent (1.7 million users). The UK ranks fifth with just 3.5 percent (1.7
million users) engaging with dating services via mobile.

    Dating Site Access via Mobile Phone by European Country
    3 Month Avg. Ending June 2010
    Total EU5 (UK, DE, FR, ES and IT), Age 13+
    Source: comScore MobiLens

                          Unique Visitors (000)        Reach (%)
    EU5                          10,968                  4.8%
       Italy                      3,347                  7.1%
       Spain                      2,124                  6.1%
       Germany                    2,093                  3.9%
       France                     1,693                  3.6%
       United Kingdom             1,711                  3.5%

Text Before Marriage

SMS is the most popular method of accessing mobile dating sites with 5.6
million users in June, ranking just above access via browser with 5.4 million
users. Usage of apps for mobile dating is on the rise with 1.8 million mobile
users in June, up 71 percent in the past year to outpace dating site access
via SMS and browser.

    Dating Sites by Access Method
    3 Month Avg. Ending June 2010 vs. 3 Month Avg. Ending June 2009
    Total EU5 (UK, DE, FR, ES and IT), Age 13+
    Source: comScore MobiLens

                                                  Mobile Subscribers Who
                                                 Accessed Dating Sites on
                                                    Mobile Phone (000)
                                              Jun-2009   Jun-2010   % Change
    Accessed Dating Service Ever in Month       7,201     10,968         52%
    Accessed Dating Service via SMS             3,724      5,614         51%
    Accessed Dating Service via Browser         3,660      5,375         47%
    Accessed Dating Service via App             1,078      1,846         71%

"Many Europeans have turned to their phones to help find love this
summer," says comScore European VP Mobile, Jeremy Copp. "What's surprising is
how heavily skewed the sites' audiences are to younger males, which creates a
challenge for the category to attract more females and increase the
possibility of a positive match."

He added: "Combined with the prevalence of the SMS as a tool for engaging
with dating services and the relative small usage of mobile dating apps,
these data illustrate the importance in knowing who your audience is and how
they use your services."

June 2010 European Mobile Benchmark Data

Below is comScore's June 2010 benchmark data, including a review of
mobile consumption behaviours and device penetration for five EU countries.
This benchmark data is published by comScore on a monthly basis to provide
the most up-to-date snapshot of the mobile industry. Further information on
this benchmark data, and other data included above, can be provided upon

    Mobile Benchmark Data for the European Market
    3 Month Average Ending June 2010
    Total EU5 (UK, DE, FR, ES and IT), Age 13+
    Source: comScore MobiLens

                                  Reach (%) of Mobile Subscribers
                         EU5      UK      France   Germany   Italy    Spain
    Sent Text Message
     to Another Phone   82.9%    90.6%     80.5%    81.3%    79.6%    82.3%
    Used Application
     Native Games)      35.8%    41.5%     26.0%    34.9%    39.2%    37.7%
    Used Browser        25.9%    36.7%     24.3%    20.4%    23.7%    24.1%
    Listened to Music
     on Mobile Phone    24.5%    23.1%     21.3%    26.3%    22.5%    31.1%
    Accessed Social
     Networking Site
     or Blog            14.9%    23.8%     13.3%     8.9%    15.1%    13.4%
    Accessed News       29.7%    36.5%     27.3%    23.0%    33.8%    28.3%
    Smartphone          25.7%    28.0%     17.9%    19.5%    33.6%    31.6%
    3G Subscribers      44.8%    44.5%     39.6%    41.5%    45.7%    56.1%

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Berit Block of comScore, Inc., +44-203-111-1758, worldpress at

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