Google leads mobile app in U.K.


The GSMA and comScore in partnership with the U.K. mobile
operators released the first monthly data showing how U.K. mobile consumers
engage through mobile applications.


The data from the GSMA Mobile Media Metrics (MMM)
application key measurements report reveals that nearly 8.8 million U.K. mobile
owners used an app that connected to the internet during April 2011, with
Google Maps
ranking as the most accessed app with 6.4 million unique users.


In April 2011, 40 percent of the 21.8 million UK mobile
internet users accessed a connected application. Google Maps ranked as the top
mobile app with 6.4 million users, reaching 73.3 percent of all UK app users.


Yahoo‘s Weather app ranked second with 3.6 million followed by Facebook’s app with 3.5
million unique visitors. Another two apps published by Google – Google Mobile
and YouTube – rounded out the top five, highlighting Google’s strong position
among U.K. mobile consumers.


The application key measurement report includes hundreds
of app titles and provides a ranking of the most popular connected mobile applications in the U.K.


The application ranking is available as part of the GSMA
MMM product portfolio, launched in February last year, which includes monthly
reports on mobile internet behaviour and a detailed analysis of access methods.


“We are excited to release the first public
census-level data from the GSMA and comScore on mobile
application usage. Apps have become an important entry point for accessing
content on mobile devices and their usage will only increase with the rapid
proliferation of smartphones. We look forward to delivering to the UK market
these critical insights to help understand the mobile ecosystem,” said
Henry Stevens, media director, GSMA.


“To help better measure publishers’ mobile assets,
we offer mobile-optimised tagging to publishers free of charge. This service
gives clients the ability to tag mobile-optimised websites and applications to
enable accurate measurement of audiences, including unique visitor counts and
engagement metrics, across a variety of devices and platforms,” said
Jeremy Copp, VP Mobile for comScore Europe.


“By tagging mobile applications, we can expand the
ranking of applications currently under measurement and media owners as well as
publishers can be sure that their properties are correctly represented in the
metrics and audience measurement rankings,” Copp added.


By Team

[email protected]



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