Smartphone Penetration Keeps Rising; Apple Nears 40% Share of Subscribers

May 6, 2013

This article is included in these additional categories:

Connected Device Comparisons | Digital | Mobile Phone | Telecom

comScore-Smartphone-Share-of-Mobile-Subscriber-Market-Oct2011-Mar2013-May2013It’s a familiar trend, one that’s been seen throughout the beginning of 2013. Smartphone penetration continues to rise, and Apple keeps making inroads, hacking away at Google’s leading market share. During the 3-month period ending in March, smartphone penetration reached 58% of the mobile market, up a percentage point from the prior month and almost 30% year-over-year, according to the latest data from comScore. And for the third consecutive time, Google’s share of the smartphone market dipped compared to the prior 3-month period, as Apple’s grew.

Specifically, compared to the 3-month period ending in December 2012, Apple’s share of smartphone subscribers increased by 2.7% points to 39%, while Google’s share slipped by 1.4% points, to 52%. Those figures are similar to those seen in the 3-month period ending in February: given that comScore measures 3-month rolling averages, the figures suggest that Apple’s gains were made in the first couple of months of this year, and may have slowed since.

In any case, one year ago, the gap was slightly more than 20% points, as Google’s share stood at 51%, and Apple’s at 30.7%.

Apple’s gain in the most recent period came at the expense not only of Google, but also of BlackBerry, which dropped 1.2% points to 5.2% market share. Microsoft and Symbian traded a percentage point, with the former up to 3%, and the latter down to 0.5%.

Looking at the top smartphone manufacturers, Apple retained its lead, according to the latest data, followed by Samsung (+0.7% points to 21.7% share), HTC (-1.2% points to 9% share), Motorola (-0.6% points to 8.5% share) and LG (-0.3% points to 6.8%).

About the Data: MobiLens data is derived from an intelligent online survey of a nationally representative sample of mobile subscribers age 13 and older. 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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