25% of U.K's population accesses Internet via a Mobile Device

comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today made available its U.K. PC & Mobile Internet Usage White Paper, providing for the first time, a comparative insight into Internet behavior across the country’s mobile and PC Internet screens.

The U.K. paper, which is comScore’s first dual-screen publication in any of the global markets it currently tracks, aims to address the key concerns of marketers and content providers operating in this rapidly developing industry.

Key findings from the study include an overview of the relative sizes of the PC and mobile Internet audiences, showing that there were 12.9 million mobile Internet users age 13 and over in the U.K. in July (representing 25 percent of the total U.K. population) compared with 35.2 million PC Internet users age 15 and over (a 70-percent reach).

“This report represents an important benchmark in the evolution of mobile Internet audience measurement,” said Herve Le Jouan, Managing Director, comScore Europe. “But beyond this – we are now at a pivotal stage in the development of the entire online industry, and if any U.K. marketers were still awaiting a sign that the mobile Internet platform has come of age, then the launch of the iPhone 3G certainly provided it. We hope that this research will provide valuable insight for the industry as a whole and promote further understanding of mobile Internet audience behavior as we move into an increasingly converging online world.”

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