Smartphone Penetration Tops 65% of the US Mobile Market in Q4 2013

February 5, 2014

This article is included in these additional categories:

Digital | Mobile Phone | Telecom

comScore-Smartphone-Share-of-Mobile-Subscriber-Market-Oct2011-Dec2013-Feb2014Smartphone penetration reached 65.2% of the US mobile subscriber market during the 3-month average ending in December (Q4), according to new figures from comScore, up 2.2% points from 63% on average during Q3 and more than 11% points from the same time frame a year earlier. Android and Apple consolidated their leading positions in the smartphone market over the course of the year, growing from a combined 89.7% share in Q4 2012 to 93.2% in Q4 2013.

Android maintained its edge over Apple by virtue of its majority 51.5% share of the smartphone market, although that was down slightly from 51.8% in Q3. Apple, meanwhile, took 41.8% share, up 1.2 points from 40.6. Compared to Q4 2012, Android’s share slipped 1.9 points while Apple’s improved by a significant 5.5 points. And although it dipped a couple of percentage points from Q3, Microsoft ended 2013 in a slightly better spot (3.1% share) than it ended 2012 (2.9%).

When it comes to the top OEM rankings, Apple’s 41.8% market share remained a significant distance ahead of Samsung’s 26.1% share. Both grew by about 5 points from Q4 2012, chiefly at the expense of HTC and Motorola.

Google Still The Top Smartphone Property

Yahoo might be the top desktop property in the US, but Google remained well ahead among smartphone users, per the Q4 comScore data. Google Sites boasted 88.3% reach among US smartphone mobile media users aged 18 and up who used iOS and Android platforms. Facebook (86%) was next, followed by Yahoo! Sites (82.4%), with Amazon Sites (73.3%) and AOL (57.1%) rounding out the top 5. Though none of the top 5 rankings changed from Q3, Amazon and AOL both widened their reach considerably.

Looking specifically at application audiences, Facebook came out on top again with 77.4% reach, followed Google Play (53.9%), Google Search (49.7%), Pandora (48.7%) and YouTube (48.2%).

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