Comscore Announces Major Enhancements to MMX Multi-Platform and Mobile Metrix in Italy with Introduction of Mobile Consumer Panel Data

Facebook, WhatsApp and YouTube Top List of Most-Engaging Apps

Milan, Italy, October 12, 2016 – Comscore (NASDAQ: SCOR) today announced major upgrades to MMX Multi-Platform and Mobile Metrix in Italy with the introduction of data from its recently launched mobile consumer panel. The introduction of Android mobile panel data expands Comscore’s measurement of mobile audiences in Italy to enable more robust reporting of visitation, engagement and demographics including new segments for geographic region, presence of children and household size.

“We are committed to bringing robust, high-quality solutions to Italy and are delighted to announce that we have once again delivered on this commitment through the swift development of a local mobile panel to enable more granular insights,” said Gian Fulgoni, CEO of Comscore. “We have seen tremendous support in the market to develop fresh solutions that help our clients make better decisions in today’s evolving, multi-device landscape. This milestone is a key step in our product innovation roadmap and is only the beginning of more developments to come.”

Comscore MMX Multi-Platform and Mobile Metrix combine data from desktop and mobile consumer panels with data from the Comscore census network, which captures more than 1.8 trillion digital interactions per month globally and 94 percent of the devices connected to Internet in Italy, to provide a unified view of audience behavior across desktop and mobile devices. This unique approach provides an unduplicated, persons-based measurement of total digital reach. Further, Comscore measurement continues to evolve to address consumers’ changing behaviours and new technologies including the ability to measure and credit traffic from third-party apps and content distributors, such as Facebook Instant Articles and the Google Play Newsstand, to ensure publishers are able to consistently account for their entire digital audience across devices.

Key findings from August 2016 data include:

• Italy had a Total Digital Population reach of 36.6 million unique visitors/viewers in August 2016, and the seven largest properties reached at least 50 percent of the total audience.
• 47 percent of the Italian digital media population accessed the Internet from both desktop and mobile platforms.
• Banzai ranked as the top Italian digital property, with a combined desktop and mobile audience of 22.4 million users in August 2016, with 56 percent accessing content only through their smartphone or tablet.
• Amongst news and information sites, RCS MediaGroup and Gruppo Editoriale Espresso both saw mobile-only audiences represent the majority of their visitors at 55 percent and 52 percent, respectively.

**As these entities are not tagged, Mobile measurement includes Android phone only

Mobile Web Drives Audience Reach, Apps Drive Engagement
An analysis of the top 100 Italian mobile app and mobile web properties revealed that the average of top mobile web properties’ audience is two times larger than the top mobile apps, highlighting the importance of the mobile web in expanding digital reach. However, mobile time spent on top mobile app properties was eight times larger than the time spent on top mobile web properties, indicating that apps are the preferred method for the most engaged and loyal visitors to interact with content and services. Facebook and WhatsApp rank #1 and #2 among the most engaging apps, with 30.3 percent and 28.2 percent share of time spent amongst the Top 100 Mobile Apps in August 2016.

*Includes Android Phone Based Consumption

To learn more about MMX Multi-Platform and Mobile Metrix, please contact us.

About Comscore
Comscore, Inc. (NASDAQ: SCOR) is a leading cross-platform measurement company that precisely measures audiences, brands and consumer behavior everywhere. Comscore completed its merger with Rentrak Corporation in January 2016, to create the new model for a dynamic, cross-platform world. Built on precision and innovation, our unmatched data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to quantify consumers’ multiscreen behavior at massive scale. This approach helps media companies monetize their complete audiences and allows marketers to reach these audiences more effectively. With more than 3,200 clients and global footprint in more than 75 countries, Comscore is delivering the future of measurement. For more information on Comscore, please visit comscore.com.

Contact:
Ana Laura Zain
Sr. Manager, Corporate Marketing, EMEA
Comscore, Inc.
+44 20 3111 1730
worldpress@comscore.com