In July 2011, 70% of US mobile subscribers used text messaging on their mobile device, up about 2% from 68.8% in June 2011, according to comScore Mobile Metrix data. In addition, browsers were used by 41.1% of subscribers (up 5% from 39.1%), while downloaded applications were used by 40.6% (up 8% from 37.8%.
Other mobile activities seeing a month-over-month increase in subscriber engagement included accessing of social networking sites or blogs, which increased 7.5% from 28% to 30.1% of mobile subscribers, and game-playing, which was done by 27.8% of the mobile audience (up 6% from 26.2%). Furthermore, 20.3% of mobile subscribers listened to music on their phones (up 13% from 18% the prior month). MarketingCharts’ sister publication MarketingVox makes a persuasive argument that companies should strongly consider focusing on the text advertising channel.
Google Android Grows Onward
In total, 82.2 million people in the US owned smartphones during the three months ending in July 2011, up 10% from 78.5 million during the preceding three-month period. Google Android ranked as the top smartphone platform with 41.8% market share, up 15% from 36.4%. Apple also strengthened its number two position with 27% percent of the smartphone market, up 4% from 26% in the prior reporting period.
In addition, RIM ranked third with 21.7% share, followed by Microsoft (5.7%) and Symbian (1.9%).
Samsung Scores among OEMs
For the three-month average period ending in July, 234 million Americans ages 13 and older used mobile devices. Device manufacturer Samsung ranked as the top OEM with 25.5% of US mobile subscribers (up 4% from 24.5%), followed by LG with 20.9% share and Motorola with 14.1% share.
Apple strengthened its position at number four with 9.5% share of mobile subscribers (up 14% from 8.3%), while RIM rounded out the top five with 7.6% share.
Smartphone Activity Up YOY
In addition to having activity engagement scores higher than the three-month period ending June 2011, historical comScore data shows that US mobile subscribers also had significantly higher engagement scores than the three-month period ending July 2010. For example, 66% of subscribers sent texts in July 2010, representing 6% year-over-year growth. And 33.6% of subscribers used a browser, representing 22% year-over-year growth.
Another 31.4% of subscribers used downloaded apps, resulting in 29% year-over-year growth, while 22.4% played games, creating 24% year-over-year growth. Furthermore, 21.8% accessed a social networking site or blog, causing 38% year-over-year growth, and 14.5% listened to music, representing 40% year-over-year growth.
About the Data: MobiLens data is derived from an intelligent online survey of a nationally representative sample of mobile subscribers age 13 and above. Data on mobile phone usage refers to a respondent’s primary mobile phone and does not include data related to a respondent’s secondary device.
