Texting Continues Growth

October 7, 2011

comscore-mobile-content-use-aug-11-oct-11.JPGDuring the three-month average ending August 2011, 70.5% of US mobile subscribers used text messaging on their mobile device, up about 1% from 69.5% during the three-month average ending May 2011, according to comScore Mobile Metrix data. In addition, browsers were used by 42.1% of subscribers (up 6% from 39.8%), while downloaded applications were used by 41.6% (up 8% from 38.6%).

Other mobile activities seeing an increase in subscriber engagement from the prior three-month period included accessing of social networking sites or blogs, which increased 8% from 28.6% to 30.9% of mobile subscribers, and game-playing, which was done by 28.5% of the mobile audience (up 6% from 26.9%). Furthermore, 20.7% of mobile subscribers listened to music on their phones (up 16% from 18.6% the prior month).

Android, Apple Strengthen Platform Position

comscore-smartphone-platforms-aug-11-oct-11.JPGIn total, 84.5 million people in the US owned smartphones during the three months ending in August 2011, up 10% from the preceding three-month period. Google Android ranked as the top smartphone platform with 43.7% market share, up 15% from 38.1%. Apple also strengthened its number two position with 27.3% percent of the smartphone market, up 3% from 26.6% in the prior reporting period.

In addition, RIM ranked third with 19.7% share (down 20% from 24.7%, followed by Microsoft (5.7%) and Symbian (1.8%).

Apple Improves OEM Share, Stays in 4th

comscore-mobile-oems-aug-11-oct-11.JPGFor 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 25.3% of US mobile subscribers (up 2% from 24.8%), followed by LG with 21% share and Motorola with 14% share.

Apple strengthened its position at number four with 9.8% share of mobile subscribers (up 13% from 8.3%), while RIM rounded out the top five with 7.1% share.

Mobile Activity Rates Rise YOY

In addition to having activity engagement scores higher than the three-month period ending August 2011, historical comScore data shows that US mobile subscribers also had significantly higher engagement scores than the three-month period ending August 2010. For example, 66% of subscribers sent texts in August 2010, representing 5% year-over-year growth. And 34.5% of subscribers used a browser, representing 22% year-over-year growth. Another 32.3% of subscribers used downloaded apps, resulting in 29% 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.

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