Research: Hispanic Smartphone Users Love Weather and Map Apps

A study by Experian Simmons in April showed that Hispanic mobile phone owners are 63% more likely than the average to be heavy mobile users. We wanted to find out more about the behavior of Hispanic Smartphone users so we poured over data by. from the comScore MobiLens service, reporting key trends in the U.S. mobile phone industry. MobiLens report reviewed the most popular activities and content accessed by Hispanics via mobile applications. It also ranked the leading mobile original equipment manufacturers (OEMs) and smartphone operating system (OS) platforms in the U.S. according to their share of current mobile subscribers age 13 and older.

As you may see below, subscribers are divided between mobile and smartphones subscribers. 56.3% of mobile subscribers are application users, while 85,3% of smartphones subscribers are apps consumers. In the general Market the figures goes down: subscribers who used smartphone applications comprised 32.3 percent of the mobile audience (comScore MobiLens June/Aug 2010).

Hispanics Love Weather and Maps Apps 

The top preferred applications by Hispanics are weather and maps apps with 23 and 23,4 % respectively for smartphone users. Social Networks apps, as popular as they are, don’t have a high percentage of access through mobile applications.

Search and News are the following subcategory accessed by Hispanics with 7,4% in mobile subscribers for Search and 13,8% in smartphone subscribers. Access to news apps through mobile is 6,5%, reaching 15,7% among Hispanic smartphone users.

 
 
 
U.S.
Share of Subscribers (%)
 
 
All Hispanic Mobile Subscribers
Hispanic Smartphone Subscribers
 
Total Audience: 13+ yrs old [Age]
100,0
100,0
 
Used application
56,2
85,3
 
Used downloaded application
48,9
82,4
 
Accessed weather [Application access subcategory]
11,9
23,0
 
Accessed maps [Application access subcategory]
11,3
23,4
 
Accessed social networking [Application access subcategory]
9,0
19,7
 
Accessed search [Application access subcategory]
7,4
13,8
 
Accessed news [Application access subcategory]
6,5
15,7
 
Accessed photo or video sharing service [Application access subcategory]
5,7
11,8
 
Accessed sports information [Application access subcategory]
5,6
12,5
 
Accessed restaurant information [Application access subcategory]
5,5
10,8
 
Accessed movie information [Application access subcategory]
5,4
9,9
 
Accessed traffic reports [Application access subcategory]
5,2
10,7
 
Accessed entertainment news [Application access subcategory]
5,1
10,9
 
Accessed bank accounts [Application access subcategory]
4,8
11,2
 
Accessed business directories [Application access subcategory]
3,9
7,2
 
Accessed tech news [Application access subcategory]
3,8
7,4
 
Accessed dating service [Application access subcategory]
3,6
7,3
 

Source: comScore MobiLens
Audience: Hispanic Mobile Subscribers Ages 13+ in U.S.
3 Month Average Ending August 2010

 

OEM Market Share

For the three month average period ending in August, 234 million Americans ages 13 and older used mobile devices. Device manufacturer Samsung ranked as the top OEM with 23.6 percent of U.S. mobile subscribers, up 1.2 percentage points from the preceding three month period. LG ranked second with 21.2 percent share, followed by Motorola (18.8 percent share), RIM (9.0 percent share, up 0.3 percentage points) and Nokia (7.6 percent share).

Top Mobile OEMs
3 Month Avg. Ending Aug. 2010 vs. 3 Month Avg. Ending May 2010
Total U.S. Mobile Subscribers Ages 13+
Source: comScore MobiLens

 

Share (%) of Mobile Subscribers

May-10

Aug-10

Point Change

Total Mobile Subscribers

100.0%

100.0%

N/A

Samsung

22.4%

23.6%

1.2

LG

21.5%

21.2%

-0.3

Motorola

21.2%

18.8%

-2.4

RIM

8.7%

9.0%

0.3

Nokia

8.1%

7.6%

-0.5

 

Smartphone Platform Market Share 

55.7 million people in the U.S. owned smartphones during the three months ending in August, up 14 percent from the May period. RIM was the leading mobile smartphone platform in the U.S. with 37.6 percent share of U.S. smartphone subscribers, followed by Apple with 24.2 percent share. Google continues to gain ground in the market, rising 6.6 percentage points to capture 19.6 percent of smartphone subscribers. Microsoft accounted for 10.8 percent of smartphone subscribers, while Palm rounded out the top five with 4.6 percent. Despite losing share to Google Android, most smartphone platforms continue to gain subscribers as the smartphone market overall continues to grow. 

Top Smartphone Platforms
3 Month Avg. Ending Aug. 2010 vs. 3 Month Avg. Ending May 2010
Total U.S. Smartphone Subscribers Ages 13+
Source: comScore MobiLens

 

Share (%) of Smartphone Subscribers

May-10

Aug-10

Point Change

Total Smartphone Subscribers

100.0%

100.0%

N/A

RIM

41.7%

37.6%

-4.1

Apple

24.4%

24.2%

-0.2

Google

13.0%

19.6%

6.6

Microsoft

13.2%

10.8%

-2.4

Palm

4.8%

4.6%

-0.2

 

Mobile Content Usage in the General Market

In August, nearly 67 percent of U.S. mobile subscribers used text messaging on their mobile device, up 1.4 percentage points versus the prior three month period, while browsers were used by 34.5 percent of U.S. mobile subscribers (up 2.6 percentage points). Subscribers who used downloaded applications comprised 32.3 percent of the mobile audience, representing an increase of 2.3 percentage points from the previous period. Accessing of social networking sites or blogs increased 1.7 percentage points, representing 22.5 percent of mobile subscribers, while listening to music inched 0.4 percentage points, representing 14.7 percent of subscribers.

Mobile Content Usage
3 Month Avg. Ending Aug. 2010 vs. 3 Month Avg. Ending May 2010
Total U.S. Mobile Subscribers Ages 13+
Source: comScore MobiLens

 

Share (%) of Mobile Subscribers

May-10

Aug-10

Point Change

Total Mobile Subscribers

100.0%

100.0%

N/A

Sent text message to another phone

65.2%

66.6%

1.4

Used browser

31.9%

34.5%

2.6

Used downloaded apps

30.0%

32.3%

2.3

Played games

22.5%

23.0%

0.5

Accessed social networking site or blog

20.8%

22.5%

1.7

Listened to music on mobile phone

14.3%

14.7%

0.4


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Editorial Staff

Portada Staff

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