A new comScore report out today shows that mobile social networking is responsible for the growth of the mobile internet in Europe. One third of European mobile social networking users access social media sites exclusively.
In November 2008, 34 percent of mobile phone owners in Western Europe who visited social networking sites accessed social media exclusive of all other mobile Web content.
There are 12.1 million mobile phone users in Western Europe (comprised of UK, France, Germany, Italy, and Spain). Mobile social networking is growing at a tremendous rate: the category grew 152 percent from November 2007 to November 2008. The United Kingdom has the highest penetration of mobile social networking users, at 9 percent: comScore says that that’s nearly triple the penetration of mobile social networking users in Germany, where social mobile networking is the least popular. In comparison, the average penetration rate of mobile social networking across all countries is only 5 percent.
Here are the statistics according to comScore:
Mobile Social Networking Usage
Three-month Average Ending November 2008
European Mobile Phone Owners (Germany, France, Italy, Spain, UK)
Source: comScore M:Metrics
% Mobile Social Mobile Social
Networking Users Y/Y Change in Social Networking Users as
Who Exclusively Use Networking via Browser Percent of all Mobile
Social Media or Application Phone Users
Germany 39.1% 145% 3.3%
Spain 46.5% 114% 5.0%
France 21.6% 167% 4.5%
Italy 38.2% 151% 4.7%
UK 29.7% 167% 9.2%
Total 33.5% 152% 5.4%
Mobile Social Networking Heavier Among Females
comScore also says that they “analyzed the demographics of social media users in Europe, and found that those who use social networking exclusive of other mobile Internet content skew more female than those who consume other forms of mobile Internet content. Women comprise 48 percent of the audience accessing only social media, but only 32 percent of those who access other types of mobile Internet content. In addition, the median age for social media-only users is 28, versus 36 for other mobile Internet users.”
comScore M:Metrics also “released the results of its Mobile Benchmark Study. Social networking and e-mail usage posted some of the largest gains, while playing downloaded games and watching video dipped in most European markets.”
Here are the statistics from the comScore Mobile Benchmark Study:
comScore Mobile Benchmark Study
Three-month average ending November 2008 and % Change Vs Year Ago
(% Users Measure is Based on All Mobile Phone Users)
European Mobile Subscribers (France, Germany, Italy, Spain, UK)
Source: comScore M:Metrics
Germany Spain France Italy UK
% % % % % % % % % %
Activity Users Change Users Change Users Change Users Change Users Change
Watched
video 5% 2% 8% 0% 6% -7% 7% -4% 4% -27%
Listened to
music 20% -2% 23% -1% 17% -3% 17% -2% 22% -1%
Accessed
news/info
via browser 9% 10% 10% 10% 14% 5% 10% 5% 19% 5%
Received
SMS ads 27% 0% 75% 5% 64% -1% 54% 2% 36% 0%
Played
downloaded
game 8% -2% 10% -6% 4% -14% 8% -5% 10% -4%
Accessed
downloaded
application 4% 25% 5% 26% 3% 16% 6% 12% 6% 17%
Sent/
received
photos or
videos 23% 0% 31% -3% 25% -6% 30% -5% 30% -2%
Purchased
ringtones 4% 10% 4% 2% 3% -8% 4% 6% 3% 4%
Used email 9% 7% 11% -1% 9% 11% 12% 2% 12% 12%
Accessed
social
networking
sites 3% 25% 5% 33% 5% 20% 5% 33% 9% 12%