Newsbrands and mobile phones comScore GSMA Mobile Media Metrics & MobiLens

Market Overview

Smartphone penetration 50.5m people now own a mobile phone in the UK, the majority of them are smartphones Smartphone penetration Smartphone ownership is up 14% on last year Source: comScore MobiLens, 3 month average ending March 2014

O2 is the largest operator in the UK Market share of operators (vol %) Source: comScore MobiLens, 3 month average ending March 2014

Samsung is the largest mobile phone manufacturer Market share of handset manufacturer (vol %) Source: comScore MobiLens, 3 month average ending March 2014

Google Android is the most popular smartphone operating system Market share of Smartphone operating systems (vol %) Source: comScore MobiLens, 3 month average ending March 2014

Majority of mobile phone users are using “connected media” % of mobile phone owners that use connected media Majority of people are doing one of the following on their mobile phone: browse mobile internet, use applications, email, stream or download music, or watch broadcast or on-demand video Source: comScore MobiLens, 3 month average ending March 2014

News on mobile phones

Just over half of smartphone users access news each month Over 19 million Smartphone users access news on their phone Via app or browser App or Browser, aged 13+. Source: comScore MobiLens, 3 month average ending March 2014

iPhone users are the biggest readers of news % of iPhone users that access news 59% of iPhone users access news through their mobile browser or app That is an index of 147 compared to all mobile phone users Via app or browser App or browser. Source: comScore MobiLens, 3 month average ending March 2014

Accessing news through a smartphone is particularly popular among young people Total Audience is smartphone owners aged 13+ (38.0 million) 18-24 year olds are 27% more likely than the average smartphone owner to access news on their device 25-34 year olds are 16% more likely than the average smartphone owner to access news on their device 18-34 year olds are 22% more likely than the average smartphone to access news on their device 58.7% of 18-24 year olds access news on their smartphone 63.9 % of 25-34 year olds access news on their smartphone Overall, 61.8% of 18-34 year olds access news on their smartphone App or browser. Source: comScore MobiLens, 3 month average ending March 2014

25-34 year olds over index on accessing news on their smartphone 25-34 yr olds are 27% more likely to access news on their smartphone than the average smartphone user 18-24 year olds are 27% more likely than the average smartphone owner to access news on their device 25-34 year olds are 16% more likely than the average smartphone owner to access news on their device 18-34 year olds are 22% more likely than the average smartphone to access news on their device 58.7% of 18-24 year olds access news on their smartphone 63.9 % of 25-34 year olds access news on their smartphone Overall, 61.8% of 18-34 year olds access news on their smartphone App or browser. Source: comScore MobiLens, 3 month average ending March 2014

Over half of 18-34 year olds access news on their smartphone 62% of 18-34 year old mobile phone owners access news through their smartphone They make up 34% of all smartphone owners 18-24 year olds are 27% more likely than the average smartphone owner to access news on their device 25-34 year olds are 16% more likely than the average smartphone owner to access news on their device 18-34 year olds are 22% more likely than the average smartphone to access news on their device 58.7% of 18-24 year olds access news on their smartphone 63.9 % of 25-34 year olds access news on their smartphone Overall, 61.8% of 18-34 year olds access news on their smartphone Audience is aged 13+ App or browser. Source: comScore MobiLens, 3 month average ending March 2014

Six in 10 smartphone owners with HH income of £65k+ access news on their phone App or browser. Source: comScore MobiLens, 3 month average ending March 2014

Newspapers on mobile phones Newspapers refers to ALL newspaper websites on mobile phones – regional, national and international

Newspaper sites reach 39% of mobile browsers 15m access local, national and international newspaper sites on their mobile through their network or Wi-Fi Newspapers refers to ALL newspaper websites on mobile phones – regional, national and international Figure is browser only Figures include ANY newspaper sites accessed on mobile phones in the UK via browser – regional, national and international. Source: comScore GSMA Mobile Media Metrics, December 2013

Unique visitors accessing newspaper sites grew 41% year on year +41% YoY Newspapers refers to ALL newspaper websites on mobile phones – regional, national and international Figures are browser only Figures include ANY newspaper sites accessed on mobile phones in the UK – regional, national and international via browser Source: comScore GSMA Mobile Media Metrics, March 2013 and March 2014

Newspaper page views have enjoyed significant growth year on year +47% YoY Newspapers refers to ALL newspaper websites on mobile phones – regional, national and international Figures are browser only Figures include ANY newspaper sites accessed on mobile phones in the UK – regional, national and international via browser Source: comScore GSMA Mobile Media Metrics, March 2013 and March 2014

Newsbrands on mobile phones

Newsbrands reach 33% of mobile browsers 12.8m access newsbrand sites on their mobile through their network or Wi-Fi Uses browser data Browser only. Source: comScore MobiLens, 3 month average ending March 2014 Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,uk Times Online, Dailystar.co.uk, Financial Times Group

Newsbrand mobile sites attract a young audience 50% of those who access newsbrands through an app or their mobile browser are 18-34 Browser only. Source: comScore MobiLens, 3 month average ending March 2014 Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,uk Times Online, Dailystar.co.uk, Financial Times Group

More than 8 out of 10 newsbrand visitors also visit social media sites 86% of newsbrand visitors also visit social media sites on their mobile browser Figures uses browser data Uses browser only. Source: comScore GSMA Mobile Media Metrics, March 2014 Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,uk Times Online, Express.co.uk, Dailystar.co.uk, People.co.uk, Financial Times Group

Visitors to newsbrand sites are more likely to visit social media sites than the average mobile internet user Figures use browser data Uses browser only. Source comScore GSMA Mobile Media Metrics, March 2014 Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,uk Times Online, Express.co.uk, Dailystar.co.uk, People.co.uk, Financial Times Group

More 18-34s access newsbrands than Twitter via their mobile browser Figures use browser data Uses browser only. Source: comScore MobiLens, 3 month average ending March 2014 Newsbrands refer to: MailOnline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Times Online, Dailystar.co.uk, Financial Times Group

Almost nine out of 10 newsbrand visitors also visit retail sites 87% …of visitors to newsbrand sites also visit retail sites on their mobile browser Figures use browser data Uses browser only. Source: comScore GSMA Mobile Media Metrics, March 2014 Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,uk Times Online, Express.co.uk, Dailystar.co.uk, People.co.uk, Financial Times Group

Mobile newsbrand visitors are twice as likely to visit Amazon Newsbrand visitors to Amazon index at 196 compared to average mobile internet user Figures use browser data Uses browser only. Source: comScore GSMA Mobile Media Metrics, March 2014 Newsbrands refer to: Mailonline, The Guardian, Telegraph Media Group, The Sun Online, Independent.co.uk, Mirror Online, Metro.co.uk, Standard.co,uk Times Online, Express.co.uk, Dailystar.co.uk, People.co.uk, Financial Times Group