comScore Launches Mobile Measurement in Canada

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    comScore MobiLens Provides Insights into Canadian Consumers' Mobile
    Behaviors and Device Usage

    Smartphone Subscribers Represent 33 Percent of Canadian Mobile Audience





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TORONTO, June 1, 2011 /CNW/ -- comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced the introduction of its syndicated mobile measurement service, comScore MobiLens, in Canada. MobiLens offers insights into mobile consumers' demographics, behaviors, and device attributes and capabilities, to provide a comprehensive picture of the mobile market. Canada marks the eighth individual market now reported in MobiLens, along with U.S., U.K., France, Germany, Italy, Spain and Japan.

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    (Logo:  http://photos.prnewswire.com/prnh/20080115/COMSCORELOGO)

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"We are excited to bring MobiLens to market in Canada in order to deliver a mobile measurement solution to this growing industry," said comScore vice president Bryan Segal. "MobiLens provides valuable and actionable reporting capabilities, essential for establishing mobile as a legitimate advertising medium. Advertisers, publishers, advertising agencies, and mobile carriers alike can now gain visibility into Canada's mobile audience and optimize their sales and marketing strategies for this rapidly developing market."

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    Mobile Behaviors in Canada
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Mobile subscribers in Canada exhibited strong usage of mobile media on their devices. In March 2011, 40.6 percent of mobile users in Canada used an application on their mobile device, while 32.7 percent used a mobile browser. Accessing of news/information was conducted by 35.2 percent of the mobile audience, while social networking sites or blogs were used by 25.4 percent. Sending text messages and taking photos with their phone were the top two activities, used by 64.5 percent and 48.9 percent, respectively. Accessing work or personal email represented 29.7 percent of the total mobile audience.

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    Select Mobile Behaviors in Canada
    March 2011
    Total Canada Mobile Audience Ages 13+
    Source: comScore MobiLens
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                                          Share of
                                           Mobile
                                         Subscribers
                                         -----------
    Total Audience: 13+ yrs old                100.0%
    ---------------------------                -----
    Sent text message                           64.5%
    -----------------                           ----
    Took photos                                 48.9%
    -----------                                 ----
    Used application                            40.6%
    ----------------                            ----
    Accessed news and information               35.2%
    -----------------------------               ----
    Used browser                                32.7%
    ------------                                ----
    Used email (work or personal)               29.7%
    -----------------------------               ----
    Played games                                27.3%
    ------------                                ----
    Accessed social networking site or
     blog                                       25.4%
    ----------------------------------          ----
    Accessed weather                            22.9%
    ----------------                            ----
    Used major instant messaging
     service                                    21.1%
    ----------------------------                ----
    Accessed search                             21.1%
    ---------------                             ----
    Captured video                              20.3%
    --------------                              ----
    Listened to music on mobile phone           19.0%
    ---------------------------------           ----
    Accessed maps                               17.5%
    -------------                               ----
    Accessed sports information                 13.1%
    ---------------------------                 ----
    Accessed entertainment news                 13.0%
    ---------------------------                 ----
    Accessed movie information                  12.0%
    --------------------------                  ----
    Accessed bank accounts                      11.1%
    ----------------------                      ----
    Accessed restaurant information              9.8%
    -------------------------------              ---
    Accessed financial news or stock
     quotes                                      9.4%
    --------------------------------             ---


    Smartphone Penetration Across Global Markets
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Smartphone adoption continues to spread across the globe at various rates. Canada's smartphone penetration reached 32.8 percent in March 2011, marginally higher than that of the U.S. The U.K. led all reportable markets in smartphone penetration at 40.8 percent, followed by Spain (40.2) percent and Italy (38.3 percent).

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    Smartphone Penetration Across Global Markets
    March 2011
    Total Mobile Subscribers Ages 13+
    Source: comScore MobiLens
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                                          Share of
                                           Mobile
                                         Subscribers
                                         -----------
    Total Smartphone Subscribers               100.0%
    ----------------------------               -----
    United Kingdom                              40.8%
    --------------                              ----
    Spain                                       40.2%
    -----                                       ----
    Italy                                       38.3%
    -----                                       ----
    Canada                                      32.8%
    ------                                      ----
    United States                               32.2%
    -------------                               ----
    France                                      31.4%
    ------                                      ----
    Germany                                     28.3%
    -------                                     ----
    Japan                                        9.7%
    -----                                        ---


    Smartphone Platform Market Share in Canada
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In March 2011, 6.6 million people in Canada owned smartphones, representing one-third of the total mobile audience. RIM was the leading mobile smartphone operating system with 42.0 percent share of Canadian smartphone subscribers. Apple ranked second with 31.0 percent share, followed by Google with 12.2 percent, Symbian with 6.4 percent share and Microsoft with 5.1 percent share.

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    Top Smartphone Platforms
    March 2011
    Total Canada Smartphone Subscribers Ages 13+
    Source: comScore MobiLens
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                                          Share of
                                         Smartphone
                                         Subscribers
                                        -----------
    Total Smartphone Subscribers               100.0%
    ----------------------------               -----
    RIM                                         42.0%
    ---                                         ----
    Apple                                       31.0%
    -----                                       ----
    Google                                      12.2%
    ------                                      ----
    Symbian                                      6.4%
    -------                                      ---
    Microsoft                                    5.1%
    ---------                                    ---


    Mobile Industry Leaders Voice Support for comScore Mobile Measurement in
Canada
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"comScore has a heritage of commitment to the Canadian marketplace. With the growth of mobile from a consumer perspective, and an advertising platform, we are very excited to see the first ongoing syndicated measurement of the mobile market established," said Michael Becker, Managing Director of North America for the Mobile Marketing Association. "The availability of ongoing data should only help raise the profile and investment in this important and growing media"

"Consumption of mobile media is dramatically accelerating in the Canadian market," said Greg Banducci, Head of Mobile, Yahoo! Canada. "In order to continue leading and innovating, Yahoo! relies on on a comprehensive data set to provide insight into consumers' mobile behaviors; our own methods and insights combine with products like MobiLens provide us with that advantage."

"Reliable data is an essential ingredient in delivering sound strategic planning and media buying solutions for our customers," said Robert Jenkyn, Vice President of Digital Solutions at Media Experts. "We welcome the advent of a comprehensive and ongoing mobile measurement service in Canada. We are eager to derive actionable and verified mobile consumer behaviours as we continue to explore this rapidly evolving media."

For more information on comScore MobiLens, please visit: http://www.comscore.com/Products_Services/Product_Index/MobiLens

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    About comScore
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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 www.comscore.com/companyinfo.

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    Follow us on Twitterhttp://twitter.com/comScorehttp://twitter.com/gfulgoni



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SOURCE comScore, Inc.

For further information: Stephanie Lyn Flosi of comScore, Inc., +1-312-777-8801, press@comscore.com Web Site: http://www.comscore.com

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comScore, Inc.

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