Latest Mobile Marketing Data: Samsung and Android gain so does Content Usage

comScore, released data from the its MobiLens service, reporting key trends in the U.S. mobile phone industry during the three month average period ending December 2011. The study surveyed more than 30,000 U.S. mobile subscribers and found Samsung to be the top handset manufacturer overall with 25.3 percent market share. Google Android strengthened its lead in the smartphone market to reach 47.3 percent market share.

OEM Market Share

For the three-month average period ending in December, 234 million Americans age 13 and older used mobile devices. Device manufacturer Samsung ranked as the top OEM with 25.3 percent of U.S. mobile subscribers, followed by LG with 20 percent share and Motorola with 13.3 percent share. Apple continued to gain ground in the OEM market with 12.4 percent share of total mobile subscribers (up 2.2 percentage points), while RIM rounded out the top five with 6.7 percent share.

For the three-month average period ending in December, 234 million Americans age 13 and older used mobile devices. Device manufacturer Samsung ranked as the top OEM with 25.3 percent of U.S. mobile subscribers, followed by LG with 20 percent share and Motorola with 13.3 percent share. Apple continued to gain ground in the OEM market with 12.4 percent share of total mobile subscribers (up 2.2 percentage points), while RIM rounded out the top five with 6.7 percent share.

Top Mobile OEMs
3 Month Avg. Ending Dec. 2011 vs. 3 Month Avg. Ending Sep. 2011
Total U.S. Mobile Subscribers (Smartphone & Non-Smartphone) Ages 13+
Source: comScore MobiLens

 

Share (%) of Mobile Subscribers

Sep-11

Dec-11

Point Change

Total Mobile Subscribers

100.0%

100.0%

N/A

Samsung

25.3%

25.3%

0.0

LG

20.6%

20.0%

-0.6

Motorola

13.8%

13.3%

-0.5

Apple

10.2%

12.4%

2.2

RIM

7.1%

6.7%

-0.4


Smartphone Platform Market Share

97.9 million people in the U.S. owned smartphones during the three months ending in December, representing 40 percent of all mobile subscribers. Google Android ranked as the top smartphone platform with 47.3 percent market share, up 2.5 percentage points from September. Apple maintained its #2 position, growing 2.2 percentage points to 29.6 percent of the smartphone market. RIM ranked third with 16 percent share, followed by Microsoft (4.7 percent) and Symbian (1.4 percent).

Top Smartphone Platforms
3 Month Avg. Ending Dec. 2011 vs. 3 Month Avg. Ending Sep. 2011
Total U.S. Smartphone Subscribers Ages 13+
Source: comScore MobiLens

 

Share (%) of Smartphone Subscribers

Sep-11

Dec-11

Point Change

Total Smartphone Subscribers

100.0%

100.0%

N/A

Google

44.8%

47.3%

2.5

Apple

27.4%

29.6%

2.2

RIM

18.9%

16.0%

-2.9

Microsoft

5.6%

4.7%

-0.9

Symbian

1.8%

1.4%

-0.4

Mobile Content Usage

In December, 74.3 percent of U.S. mobile subscribers used text messaging on their mobile device, up 3.2 percentage points. Downloaded applications were used by 47.6 percent of subscribers (up 5.1 percentage points), while browsers were used by 47.5 percent (up 4.6 percentage points). Accessing of social networking sites or blogs increased 3.8 percentage points to 35.3 percent of mobile subscribers. Using mobiles for social networks is still a relatively small proportion.  Game-playing was done by 31.4 percent of the mobile audience (up 2.6 percentage points), while 23.8 percent listened to music on their phones (up 2.9 percentage points).

Mobile Content Usage
3 Month Avg. Ending Dec. 2011 vs. 3 Month Avg. Ending Sep. 2011
Total U.S. Mobile Subscribers (Smartphone & Non-Smartphone) Ages 13+
Source: comScore MobiLens

 

Share (%) of Mobile Subscribers

Sep-11

Dec-11

Point Change

Total Mobile Subscribers

100.0%

100.0%

N/A

Sent text message to another phone

71.1%

74.3%

3.2

Used downloaded apps

42.5%

47.6%

5.1

Used browser

42.9%

47.5%

4.6

Accessed social networking site or blog

31.5%

35.3%

3.8

Played Games

28.8%

31.4%

2.6

Listened to music on mobile phone

20.9%

23.8%

2.9

 


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Marcos Baer @MarcosBaer

Marcos oversees editorial and sales. He is based in Portada's NYC headquarters. Prior to launching Portada in 2003, Marcos worked in both the media and finance sectors. He occupied leading roles at the Spanish edition of The Wall Street Journal, in Spain’s newspaper Cinco Dias and at SwissRe. He is an MBA, and a CFA. Marcos is a print junkie and also loves all things digital media. He also is passionate about everything related to New York City and loves to play tennis.

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