12M Europeans Watch Mobile Video
In total, EU5 mobile TV/video consumption grew 66% between July 2009 and July 2010, from 7.3 million to 12.1 million. The UK and Italy tied for the most mobile video users in July 2010 with approximately 2.1 million each. However, the UK’s consumption rate grew 75% from about 1.5 million subscribers, while Italy’s consumption rate grew 55%, from about 1.7 million subscribers.
Although Spain had the least mobile video users in July 2010, about 1.7 million, this figure grew 90% from 890,000 a year earlier.
Mobile On-demand In Demand
EU5 mobile on-demand video/TV programming in particular experienced substantial growth in the past year, up 99% since July 2009, with 5.2 million mobile owners across Europe viewing such content compared to 2.6 million a year earlier.
Mobile watching of any programmed TV or video grew 83%, from 4.3 million subscribers to 7.8 million subscribers.
Smartphones Drive Mobile Video Trend
Across the EU5 countries, two out of every three people who viewed mobile TV/video were smartphone owners. In the UK 80.2% were smartphone owners to lead all EU5 countries, followed by Spain (71.7%) and France (67.7%).
8 in 10 Mobile Users Send Texts
Texting continues to be the most popular EU5 mobile activity, with 82.5% of EU5 subscribers sending at least one text to another mobile phone in July 2010. The UK led this activity with 90.6% participation rate, Italy lagged with a still substantial 78.6% participation rate.
The UK also led in application use (41.8% compared to overall 35.7%), browser use (37.4% compared to overall 26.2%), social networking/blogging (24.6% compared to overall 15.3%), and news and information access (37.1% compared to 29.9%).
Spain led in listening to music (30.5% compared to 24.6%), and 3G subscribers (56% compared to 45.3%), while Italy led in use of a smartphone platform (34.1% compared to 26.4%).
Symbian Leading EU5 Smartphone Platform
Symbian maintained its status as Europe’s leading smartphone platform in July 2010 despite losing significant marketshare, according to other recent comScore MobiLens data. In the EU5 nations, Symbian held 54.4% smartphone platform marketshare with 33.08 million subscribers in July 2010. Although Symbian’s total number of subscribers rose 11.7% from 29.6 million, marketshare dropped 20.9% from 68.8% a year earlier. The total number of EU5 smartphone subscribers grew 41% in that timeframe, from 43.05 million to 60.85 million.
Apple has been the main beneficiary of Symbian’s loss of platform marketshare. Between July 2009, when the Apple platform held 10.2% marketshare, that figure has risen 88.2% to 19.2% in July 2010. Apple’s total EU5 smartphone subscriber base increased 165% in that period, from 4.4 million to 11.68 million.
While it is ranked fifth, the Google platform has also undergone dramatic subscriber growth between July 2009, when it had 208,000 EU5 smartphone subscribers, and July 2010, when it had 3.71 million subscribers. This represents 1,686% subscriber growth. Market share grew about 400%, from 0.5% to 6.1%.