US Smartphone Market: Amazon, Pandora Widened Reach in Late 2013

January 7, 2014

This article is included in these additional categories:

Digital | Mobile Phone | Retail & E-Commerce | Telecom

comScore-Top-10-Smartphone-Properties-by-Reach-in-Nov-Jan2014During the 3-month period ending in November 2013, Amazon Sites enjoyed 72.5% reach among the US smartphone audience (mobile browsing and application usage), up from 65.3% the previous month, according to the latest mobile market data from comScore. Amazon continued to be the 4th-ranked smartphone property (among adult iOS and Android users), with Google Sites in the top spot (86.7%), narrowly ahead of Facebook (84.9%). AOL also saw broader reach during the November period, hitting 61.1% of the smartphone audience (up an impressive 11.6 points) while remaining in the 5th spot.

It’s not too surprising that Amazon expanded its reach during the November period, given that the holiday season was in swing, but its sizable jump from one month to the next underscores its influence in the mobile shopping space. Amazon ended up having itself a banner holiday season, reporting that it “shipped enough items with Prime… to deliver at least one gift to every household in America.”

Moving to the smartphone app rankings, Facebook kept its position atop the list for the November period, with 76.2% reach among adult iOS and Android app users. Pandora emerged as a big gainer, moving up from the 4th spot in the October rankings (48.2% reach) to become the 2nd-largest app by reach in the November period (52%). In the process, Pandora leapfrogged Google Play (51.6%) and Google Search (50.4%), with YouTube remaining in the 5th spot (44.6%).

comScore-Smartphone-Share-of-Mobile-Subscriber-Market-Oct2011-Nov2013-Jan2014Meanwhile, smartphone penetration continues to rise, up 1.3% points from the October period to reach 63.8% of the mobile market. At this time last year, penetration was at 53%, and the year before, at 39.1%.

Android’s 51.9% share of the smartphone market was a slight step up from its 51.6% share during the 3-month average ending in August. Apple’s share also edged up, adding 0.5% points to 41.2%. Compared to the period ending in October, though, the two leaders moved in opposite directions, with Apple adding 0.6% points to its market share, and Android shedding 0.3 points.

With its 41.2% share in the November period, Apple maintained its considerable lead over Samsung among OEMs, despite the latter’s 1.7% point increase from August to 26% market share.

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