Smartphone Search, Networking, Gaming Grow

July 6, 2010

The use of local search, social networking and gaming on smartphones significantly grew during Q1 2010, according to new research from Compete.

1 in 3 Smartphone Users Performs Local Search
Data from the Compete Smartphone Intelligence Survey indicates consumers are increasingly relying on their mobile phones to search for local businesses. Nearly one in three smartphone owners has called or stopped into a local business after finding it using a local search application. In Q1 2010 alone, close to one-third of Android and iPhone owners discovered at least two new businesses that they were not previously aware of as a result of using local search applications.

Smartphone Facebook Users Stay Informed
Consumers are also increasingly accessing social networking sites via their mobile devices. According to Compete’s findings, of those accessing Facebook from their smartphones, consumers are increasingly using the device to read news feeds (66%), post status updates (60%), read/reply to private messages (59%) and post photos (44%).

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Meanwhile, 33% of smartphone Twitter users primarily send tweets via their smartphones, and 33% of these consumers prefer to read tweets on their phone.

Android, iPhone Users Biggest Gamers
Users of Android and iPhone smartphones are substantially more likely than users of Blackberry, Palm and Windows smartphones to add games. Only 3% of Android and 5% of iPhone users haven’t added any games to their phones, compared to 60% of Windows Mobile users, 46% of Blackberry users and 24% of Palm users.

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Interestingly, the largest percentage of users across all platforms except Windows Mobile have added one to four games. Among Windows Mobile users, the highest percentage of those who have added games is for five to nine games (25%). The iPhone platform has the highest percentage of users who have added more than 15 games (12%) and 10-15 games (17%).

Mobile Social Networking Grows Dramatically
The number of US mobile phone users performing social networking grew dramatically between April 2009 and April 2010, according to comScore MobiLens data. While the total number of mobile phone users who accessed an application increased 28%, from 54.4 million to 69.6 million, between April 2009 and April 2010, the number of mobile phone users who accessed a social networking application more than tripled. Social networking led all mobile application categories with 240% growth, as the number of users increased from 4.3 million to 14.5 million.

About the Data: Compete’s quarterly Smartphone Intelligence survey provides behavioral and survey-based insights into how consumers are using iPhones, BlackBerrys, Android devices and other smartphones.

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