comScore Launches Mobile Measurement in Japan

comScore Launches Mobile Measurement in Japan

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

3 Out of 5 Japanese Mobile Users Accessed their Browser in June; 2 Out of 5 Used Mobile Applications

TOKYO, Sept. 22 /PRNewswire/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today announced the introduction of its syndicated mobile measurement service, comScore MobiLens, in Japan. MobiLens offers insights into consumers' mobile behaviors, user demographics and device capabilities, to provide a comprehensive picture of the mobile market. As the first country in Asia where comScore has introduced mobile measurement, Japan joins the U.S., U.K., France, Germany, Italy and Spain as the seventh individual market reported in MobiLens.

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

(Logo:  http://www.newscom.com/cgi-bin/prnh/20080115/COMSCORELOGO)

"Japan is home to one of the most advanced mobile markets in the world, with sophisticated consumers who use their mobile devices for a wide array of activities," said Daizo Nishitani, comScore vice president for Japan. "comScore MobiLens provides publishers, advertisers and device manufacturers with actionable insights into consumers' mobile device attributes and consumer behaviors. comScore is pleased to add mobile measurement to its growing suite of digital measurement capabilities in Japan."

Mobile Behaviors in Japan

Mobile users in Japan displayed substantial usage of mobile media on their devices. In June 2010, nearly 60 million mobile users in Japan accessed the browser on their mobile device, equating to 59.3 percent of the entire mobile audience, while more than 42.6 million users accessed a mobile application (42.3 percent).

More than half of mobile users in Japan (54 percent) accessed email on their mobile device, with more than one-third accessing weather information (34.1 percent) and search (33 percent). News (20.9 percent) and sports information (20.8 percent) were also among the more popular activities, while 17 percent of the mobile population visited social networking sites or blogs.

Other popular mobile behaviors include taking photos (63.0 percent), sending text messages (40.1 percent), watching TV and/or video (22.0 percent), playing games (16.3 percent) and listening to music (12.5 percent).

    Select Mobile Behaviors in Japan
    June 2010
    Total Japan Mobile Audience Age 13+
    Source: comScore MobiLens
    -------------------------
                                                      Percent of
                                          Audience      Mobile
                                             (000)       Users
                                         ---------   -----------
    Total Audience: 13+ yrs old             100,900        100.0%
    ---------------------------             -------        -----
    Took photos                              63,560         63.0%
    -----------                              ------         ----
    Used browser                             59,848         59.3%
    ------------                             ------         ----
    Used email (work or personal)            54,513         54.0%
    -----------------------------            ------         ----
    Used application                         42,671         42.3%
    ----------------                         ------         ----
    Sent text message                        40,496         40.1%
    -----------------                        ------         ----
    Accessed weather                         34,369         34.1%
    ----------------                         ------         ----
    Accessed search                          33,312         33.0%
    ---------------                          ------         ----
    Watched TV and/or video on mobile
     phone                                   22,200         22.0%
    ---------------------------------        ------         ----
    Accessed news                            21,042         20.9%
    -------------                            ------         ----
    Accessed sports information              20,959         20.8%
    ---------------------------              ------         ----
    Accessed entertainment news              17,902         17.7%
    ---------------------------              ------         ----
    Accessed social networking site or
     blog                                    17,173         17.0%
    ----------------------------------       ------         ----
    Played games                             16,397         16.3%
    ------------                             ------         ----
    Accessed financial news or stock
     quotes                                  16,233         16.1%
    --------------------------------         ------         ----
    Accessed maps                            15,806         15.7%
    -------------                            ------         ----
    Accessed traffic reports                 12,694         12.6%
    ------------------------                 ------         ----
    Listened to music on mobile phone        12,662         12.5%
    ---------------------------------        ------         ----
    Accessed tech news                        8,935          8.9%
    ------------------                        -----          ---
    Accessed restaurant information           8,468          8.4%
    -------------------------------           -----          ---
    Accessed bank accounts                    8,089          8.0%
    ----------------------                    -----          ---

"We welcome comScore MobiLens in Japan," said Mr. Hidenori Miyatani, of the Planning and Research Office at Rakuten, Inc. "The dynamic nature of mobile in Japan requires a complete mobile measurement service which MobiLens offers."

"In this dynamic and fast-growing market, understanding what content users are consuming on their mobile device and how they are consuming this content is critical information for mobile brands," said Will Hodgman, comScore executive vice president for the Asia Pacific region. "The ability to understand mobile users from several dimensions including user behaviors, demographic characteristics and device specifications is a welcome innovation for Japan's mobile industry."

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

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and the preferred source of digital marketing intelligence. For more information, please visit http://www.comscore.com/companyinfo.

    Follow us on Twitter
    http://twitter.com/comScoreJapan
    http://twitter.com/comScore
    http://twitter.com/gfulgoni
    http://twitter.com/m_abraham

SOURCE  comScore, Inc.

Photo:http://photos.prnewswire.com/prnh/20080115/COMSCORELOGO
http://photoarchive.ap.org/
Photo:http://www.newscom.com/cgi-bin/prnh/20080115/COMSCORELOGO
http://photoarchive.ap.org/
comScore, Inc.

CONTACT: Sarah Radwanick of comScore, Inc., +1-206-268-6310, press@comscore.com

Web Site: http://www.comscore.com