UK Has Highest Penetration of Smartphone Map Users in EU5
LONDON, UK, 31 May 2012 – comScore, Inc., a leader in measuring the digital world, today released an overview of mobile and computer usage of Maps across the five leading European markets (France, Germany, Italy, Spain and the United Kingdom) using the comScore MobiLens and comScore MMX services. The study showed that 35.0 percent of smartphone users in EU5 reported accessing maps via their device in March 2012, compared to 49.6 percent of the internet audience accessing Maps sites on their computers. Across EU5 markets, the smartphone Map audience increased 55 percent over the past year while map access via computer grew just 8 percent.
“Smartphones are quickly becoming the primary platform for on-the-go services such as maps and navigation. With apps such as Google Maps coming pre-installed on many phones it’s becoming second nature for many of us to rely on the smart device in our pocket to show us the way. The days of checking routes in advance and printing maps to take with us will soon be in our rear view mirror,” said Hesham Al-Jehani, European mobile product manager at comScore. (more…)