Comscore data reveal how age and gender impact mobile web destinations and device choices, and how advertisers can benefit
RESTON, VA, April 29, 2009 –Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today revealed that financial services sites, such as those offering banking and stock trading services, are the most popular among European mobile subscribers older than 55, while teenagers are more likely to visit social networking, entertainment and even comic sites on their mobile devices. Not surprisingly, however, younger users tend to access any Internet content much more frequently than their older counterparts.
The latest numbers from Comscore illustrate that older mobile Internet users skew towards practical, utilitarian sites, such as those providing financial services, weather and traffic information. Younger users, on the other hand, use their mobile phones more to access social network sites and entertainment content. Categories such as search, weather and news are universally popular, and social networking is the most popular type of content for all subscribers under 35. For those 35 to 44, search is the most popular activity, while weather is the top site category among those over 55 years of age.
Top News and Information Categories, by AgeThree-Month Average Ending February 2009European* Mobile SubscribersSource: Comscore Mobile
Age 13-17
Age 18-24
Age 25-34
Site Category
% Visiting
Social Networking
15.2
Social networking
19.5
16.5
Web Search
9.5
12
12.1
Entertainment News
9.1
Weather
11
10.5
7.2
10.8
Sports Info
10.3
10.7
News
9.9
6.3
9.6
8.6
Tech News
6.1
Maps
8.5
8.3
Gaming Info
5.9
8.1
7
Movie Info
5.7
Stock Quotes/Financial news
7.6
Stock Quotes/Financial News
6.6
Comics or humor
5.2
Traded Stocks/Accessed Financial Account
6.4
*France, Germany, Italy, Spain and the United Kingdom
Top news and Information Categories, by AgeThree-Month Average Ending February 2009European* Mobile SubscriberSource: Comscore Mobile
Age 35-44
Age 45-54
Age 55+
Web search
9.7
6.2
4.4
9.4
6
Traded Stocks
4.1
Accessed Bank Account
4
5.4
7.8
Traded Stocks/accessed financial account
4.8
3.6
4.6
3.1
2.7
Traded Stocks/Accessed financial account
5.8
2.5
2.4
StockQuotes/Financial News
5
3.2
Traffic Reports
2
Comscore also reported the relationship between age, gender and mobile handset ownership. Teenage mobile subscribers age 13 to 17 are more likely to own an LG or Sony Ericsson device, while 18 to 24-year-olds are 80 percent more likely than the average mobile subscriber to own an iPhone. While BlackBerry and iPhone users skew male, women more commonly own a Samsung or LG device.
Handset OEM Demographics, by Benchmark IndexThree-Month Average Ending February 2009European* Mobile SubscribersSource: Comscore Mobile
Motorola
Nokia
Samsung
Sony Ericsson
LG
BlackBerry
Apple
Installed Base (000s)
20,539
83,991
41,605
33,668
12,199
2,385
3,523
Gender
Male
95
102
87
91
136
150
Female
105
98
113
109
63
50
Age
13-17
74
73
117
175
39
103
18-24
65
80
114
145
123
85
180
25-34
75
101
97
118
104
153
35-44
99
93
96
129
106
45-54
92
116
55+
128
110
64
77
47
*France, Germany, Italy, Spain and the United KingdomBenchmark Index = Average share among total mobile users; Index of 100 represents average share
“Mobile offers attractive opportunities for advertisers to target audiences based on the type of content consumed and device owned,” observed Alistair Hill, analyst, Comscore. “This targeting ability is extremely valuable for marketers trying to increase their advertising efficiencies in the face of shrinking ad budgets.”
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.
Ayaan MohamudComscore, Inc.+ 44 (0) 207-099-1775worldpress@comscore.com