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Smartphones showed an increasing presence in the US mobile device market in October 2010, according to the latest Millennial Media Mobile MIX report.

Smartphones are 7 of Top 10 Monthly Mobile Devices

millenial-top-30-mobile-device-oct2010-nov10.gifLooking at October 2010 US marketshare figures for mobile devices, Millennial data shows smartphones occupying seven of the top 10 spots. This includes number one Apple iPhone (about 16% marketshare) and number two Blackberry Curve (about 8% marketshare).

In addition, smartphones constituted 20 of the top 30 mobile devices for the month. The list also included three connected devices (including number three Apple iPod Touch with about 7.5% marketshare). The highest-ranking feature phone out of the remaining seven devices on the list was number five Samsung Freedom (about 2%).

Smartphones Account for 6 in 10 Mobile Phone Impressions

millenial-media-device-os-mix-oct2010-nov10.gifSmartphone impression share increased 3% month-over-month and accounted for 61% of the mobile phone impression share in October. Millennial analysis indicates this increase demonstrates the continued rapid consumer adoption of smartphones.

Meanwhile, feature phone impression share increased 1% month-over-month and represented 28% of the smartphone, feature phone and connected device mix.

Android Ties iOS

Android is now tied with iOS as the largest smartphone OS on the Millennial network, with an 8% increase month-over-month and 37% impression share on the network.

For the first time, Symbian was featured in the Millennial smartphone OS mix and had a 2% impression share during October 2010.

Device Input Static, Carriers Diverse

millenial-media-device-input-mix-and-carrier-mix-oct2010-nov10.gifThe device input mix remained relatively static month-over-month, with touchscreen and Touch & QWERTY devices making up 75% of the total impressions. Meanwhile, the carrier mix continued to demonstrate a growth in diversity of the mobile web with no carrier having more than 19% of the total impressions on the Millennial network.
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Other Findings

  • Android requests grew 65% month-over-month. Since January 2010, Android has grown 2,182%.
  • Apple requests increased 12% month-over-month. Since January 2010, Apple has grown 32%.
  • RIM requests increased 43% month-over-month. Since January 2010, RIM has increased 243%.
  • iPad requests grew 112% month-over-month.

iPhone, Android Most Under Consideration

Data from a new IHL Group/Retail Connections study indicates 49% of mobile phone users are considering an iPhone for their next phone. The only other mobile phone platform approaching the iPhone in popularity was Android (40%). Blackberry followed at 22%. Only 8% of respondents are considering a Windows smartphone, meaning it has the same popularity as a standard cell phone. A tiny fraction of respondents (1%) are considering an HP/Palm-based smartphone.

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