Browsing the Web, reading books, sending email, watching movies and playing games on-the-go is no longer for the early-adopter techies of the world. Thanks to improved smartphone technology and access to increasingly user-friendly apps, these traditionally fixed-Internet activities are now mobile mainstreams. With this evolution come many questions about the increasingly ubiquitous digital ecosystem. What does today’s ‘new’ digital consumer look like? What devices and apps are they using for which digital activities and how are the sites they are visiting affected by these changes? How do these behaviors impact usage on traditional PC and mobile? comScore Executive Chairman Gian Fulgoni will share an overview of the current state of the industry as well as share new insights that help to shed light on this new environment and answer many of these questions.

1. Today’s Mobile Mainstream WebContent 2011 : Chicago June 6-7 Mark Donovan, SVP + Senior Analyst mdonovan@comscore.com WC2011 in Subject

2. 15 Years Ago . . . . . . My Phone Made Me Look Like I Was on Star Trek

4. Always

5. With Me

6. Knows Where I am

8. Accesses

9. my Media

10. Can Pay

12. comScore is a Global Leader in Measuring the Digital World

13. Site/App Metrics Consumer Panelsand Survey Network Analytics comScore’s 360° View of Mobile

14. comScore History of Leadership and Innovation To Unify census + panel measurement 1 st To provide behavioral ad effectiveness To measure the searchmarket To meter mobileuser behavior To measure video streaming To provide census level mobilebehavior To offer competitive mobileadvertising tracking To deliver a worldwideInternet audience measurement To build and project from 2 million+ longitudinal panel To monitor and report e-commerce data Global Shaper Company 2010

15. Mobile Media is Mainstream

16. Mobile Media Users are Nearing a Majority in the US Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817 Mobile Media User = Used browser, application, native email, stream or download music and broadcast or on demand video (does not include SMS)

17. Mobile Browser/App Users Growing Every Month Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817 Half will Be Using Browser and Apps by End of year

18. Devices Change the Game

19. Top 10 Devices United States by Installed Base Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817

20. Touch Will Become Dominant Mobile UI Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817 Are you thinking about touch for your content?

21. Nearly One in Three own a Smartphone MobiLens, US, Oct 2009 to Apr 2011 75 million smartphone owners

22. Google’s Android, Apple’s iPhone Surge Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817

23. Intense Platform Competition Product: MobiLens US, April 2011 Platforms—and platform technology— impact what you can and can’t do.

24. Social and Contextual Content in the Lead

25. Double-Digit Growth in All Major Categories Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817

27. Data: Three month averages ending January 2010 and January 2011

29. Location and Context is Key in Mobile Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817

30. Mobile Provides Incremental Reach

31. Unified Digital Measurement™ (UDM) Establishes Platform For Panel + Census Data Integration Global MACHINE Measurement Global PERSON Measurement PANEL PAGE TAGS Unified Digital Measurement (UDM) V0910

32. UDM clients—Over 320,000 Domains Currently Tagging with comScore. On a monthly basis the list of domains increase by 5%. A brief representation of domains that are currently tagging with comScore

33. Mobile-Only is 40% of Pandora’s Audience

34. Newspapers Seeing Incremental Mobile Reach

35. Advertising Comes to Mobile

36. Frequency and Awareness of Mobile Ads on the Rise Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817

37. Mobile Advertising Developing Broad Appeal

38. Mobile Ads Connect with Hard to Reach Segments Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817

39. Advertising Monetizes Mobile

40. Mobile Social Networking Attracts a Younger User Base Product: MobiLens Data: Three month average ending December 2010 Country: US, N= 32,311

41. Elder Adults Show Interest in Mobile Media T Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817 YoY +44.6% YoY +1.4% Mobile Media User = Used browser, application, native email, stream or download music and broadcast or on demand video (does not include SMS)

42. What’s Next?

43. “Connected Devices” are the New Frontier Product: MobiLens Data: Three month average ending April 2011

44. iPad Owners Aren’t Just Apple Fanboys Product: MobiLens Data: Three month average ending March 2011 Country: US, N= 30,817 *Index = % of iPad Owners/% of Smartphone Owners x 100; Index of 100 indicates average representation

45. To Sum Mobile is here today An audience of 107M use mobile media every month. Connected Devices—smartphones, tablets, et al—are bringing a fundamental change in the way humans interact with technology. We’re being augmented in persistent and personal ways. Understanding trends and demographics is important for targeting an audience. But real innovation happens by thinking about the context and unique possibility of mobile – not just porting content to a smaller screen. 37

46. Thank You! Questions? For Slides email mdonovan@comscore.com and put “WC2011” in Subject Line Tag your sites: direct.comscore.com Find out how we can help: learnmore@comscore.com