Press Releases

April 26, 2012

Tablet Competition Heats Up: Kindle Fire Captures more than Half of Android Tablet Market

10" Tablets Have 39 Percent Higher Content Consumption Rate than 7" Tablets

comScore Device Essentials™ Introduces Unique Device and Local Market Reporting to Cross-Device Digital Traffic Measurement

RESTON, VA, April 26, 2012 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced the next generation of its Device Essentials™ service, offering new insight into global digital device usage. Based on comScore’s global Unified Digital Measurement (UDM) data, which utilizes census-level information from tagged web page content, Device Essentials includes reporting of brand and operating system for digital device and Internet traffic patterns (i.e. page views) from computers, smartphones, tablets, music, players, e-readers and gaming devices.

“comScore is excited to introduce our next generation Device Essentials product, which provides new insight into digital device usage and detailed reporting of traffic patterns within local markets,” said Serge Matta, comScore president of mobile & operator solutions. “These new insights are invaluable to all stakeholders in the mobile ecosystem as they seek to provide valuable services and optimize the mobile media experience for their customers.”

comScore Device Essentials includes previously available reporting capabilities across all of comScore’s global reporting geographies, plus detailed reporting for local U.S. markets including states and DMAs as well as the addition of unique device measurement. Current reporting capabilities include, but are not limited to, the following:

  • Share of smartphone and feature phone usage by OS
  • Carrier share of smartphone traffic
  • OS share of carrier traffic
  • Traffic to site content categories by carrier, OS and device type
  • Wifi vs. Non-Wifi traffic

Amazon Kindle Fire Doubles its Share of Android Tablet Market in Two Months

The Kindle Fire, introduced to the market in November 2011, has seen rapid adoption among buyers of tablets. Within the Android tablet market, Kindle Fire has almost doubled its share in the past two months from 29.4 percent share in December 2011 to 54.4 percent share in February 2012, already establishing itself as the leading Android tablet by a wide margin. Samsung’s Galaxy Tab family followed with a market share of 15.4 percent in February, followed by the Motorola Xoom with 7.0 percent share. The Asus Transformer and Toshiba AT100 rounded out the top five with 6.3 percent and 5.7 percent market share, respectively.

U.S. Market Share of Android Tablets by Unique Devices
Dec-2011, Jan-2012, Feb-2012
Total U.S.
Source: comScore Device Essentials*
  % Share of Android Tablets
Dec-11 Jan-12 Feb-12
Amazon Kindle Fire 29.4% 41.8% 54.4%
Samsung Galaxy Tab Family 23.8% 19.1% 15.4%
Motorola Xoom 11.8% 9.0% 7.0%
Asus Transformer 6.4% 6.2% 6.3%
Toshiba AT100 7.1% 7.0% 5.7%
Acer Picasso 6.0% 5.2% 4.3%
Acer Iconia 2.8% 2.6% 2.1%
Dell Streak 2.2% 1.7% 1.3%
Lenovo IdeaPad Tablet K1 0.7% 0.9% 1.2%
Sony Tablet S 0.9% 0.8% 0.7%
Other 8.9% 5.6% 1.6%

*comScore Device Essentials measures unique devices accessing the web during the time period noted, including home, enterprise and secondary devices across all age groups.

Larger Screen Tablets See Higher Level of Content Consumption

Tablet adoption among U.S. consumers continues to climb as more devices appealing to various price and feature preferences are introduced to the market. Screen size is perhaps the most outwardly apparent differentiator between devices, with the market offering consumers a wide variety of options such as the 10″ Apple iPad, 9″ Sony S1, 7″ Amazon Kindle Fire and 5″ Dell Streak. Analysis of page view consumption by screen size found a strong positive association between screen size and content consumption. Specifically, 10″ tablets have a 39-percent higher consumption rate than 7″ tablets and a 58-percent higher rate than 5″ tablets.

Average Browser Page Views per Tablet
Feb-2012
Total U.S.
Source: comScore Device Essentials*
Tablet Screen Size

Browser Page Views

 per Tablet

10 inch 125
9 inch 116
7 inch 90
5 inch 79

*comScore Device Essentials measures unique devices accessing the web during the time period noted, including home, enterprise and secondary devices across all age groups.

Although many factors – such as demographics, content availability, connection speed and ease of portability – may influence consumption levels, the results of this analysis highlight important questions for the industry as the tablet space develops. With the emergence of a growing number of smaller-sized tablet devices, advertisers and publishers will need to understand whether these devices limit the opportunity for advertising compared to their larger-screen counterparts, or if they are able to build incremental reach and engagement by presenting different use cases.

Smartphone Carrier Market Share Shows Variation Across Key States

Among the new capabilities introduced in Device Essentials is the ability to segment data into custom geographies to provide more granular insights into local market device usage. comScore analyzed the share of unique smartphone devices among the top four carriers in the most populous U.S. states and found significant variation between markets. Looking exclusively at the top four carriers, AT&T accounted for the largest share of unique smartphones in Texas (46.2 percent), California (42.9 percent) and Illinois (42.1 percent), while Verizon claimed the top spot in New York (43.6 percent) and Florida (36.5 percent). The greatest disparity in carrier share between AT&T and Verizon occurred in Texas, where AT&T’s smartphone share was more than double that of Verizon’s share.

Sprint PCS ranked as the third largest smartphone carrier in each of the top five markets, with the carrier owning its highest market share in Illinois at 22.8 percent. T-Mobile USA captured its highest market share in Texas, where the carrier accounted for 11.9 percent of smartphone devices.

U.S. Market Share of Unique Smartphone Devices Among AT&T, Verizon, Sprint and T-Mobile by Top 5 States
February 2012
Total U.S.
Source: comScore Device Essentials*
  % Share of Unique Smartphone Devices by Market
AT&T Verizon Sprint PCS T-Mobile USA
California 42.9% 29.2% 17.4% 10.5%
Florida 31.7% 36.5% 20.7% 11.2%
Illinois 42.1% 25.3% 22.8% 9.8%
New York 28.4% 43.6% 21.2% 6.8%
Texas 46.2% 22.3% 19.5% 11.9%

*comScore Device Essentials measures unique devices accessing the web during the time period noted, including home, enterprise and secondary devices across all age groups.

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comscore.com/companyinfo.

Cautionary Note Regarding Forward-Looking Statements

This release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934, including, but not limited to, expectations regarding the impact and benefits to comScore of the comScore Device Essentials™, financial or otherwise. These statements involve risks and uncertainties that could cause our actual results to differ materially, including, but not limited to: the features and characteristics of the products, the rate of development of the digital marketing intelligence, Internet advertising and e-Commerce markets; the growth of the Internet as a medium for commerce, content, advertising and communications; and the acceptance of new products and methodologies by the industry, including existing and prospective clients.

For a detailed discussion of these and other risk factors, please refer to comScore's most recent respective Quarterly Reports on Form 10-Q, Annual Reports on Form 10-K and from time to time other filings with the Securities and Exchange Commission (the "SEC"), which are available on the SEC's Web site (http://www.sec.gov).

Stockholders of comScore are cautioned not to place undue reliance on forward-looking statements, which speak only as of the date such statements are made. comScore does not undertake any obligation to publicly update any forward-looking statements to reflect events, circumstances or new information after the date of this press release, or to reflect the occurrence of unanticipated events.

Contact:
Sarah Radwanick
Lead Corporate Marketing Manager
comScore, Inc.
+44 (0) 20 7099 1784
worldpress@comscore.com



Tags: Mobile, Smartphone, Tablets