HTC and Samsung Emerge as Top Android Device Manufacturers
LONDON, UK, 13 September 2011 - Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the Comscore MobiLens service analysing growth trends of the smartphone platforms across the five leading European markets (France, Germany, Italy, Spain and the United Kingdom). In July 2011, nearly 1 in 4 smartphone users in EU5 reported using smartphones running on the Google Android platform. HTC had the highest market share among mobile original equipment manufacturers (OEMs), accounting for 34.6 percent of Android devices used across the region in this period, followed closely by Samsung with 31.7 percent of Android devices.
“Smartphone adoption has seen significant growth from the previous year, driven in large part by the increasing popularity of the Google Android platform,” said Jeremy Copp, Comscore Europe vice president for Mobile. “Although Symbian continues to lead the EU5 smartphone market, Android is gaining fast and recently passed Apple to become the second most popular platform. Network operators, publishers and advertisers looking to effectively reach the European mobile audience must pay close attention to the continued growth of Android in the region, as it will likely have far-reaching implications for the mobile media landscape.”
Google Android Platform Shows Fastest Growth Across EU5 In the three month average period ending in July 2011, 88.4 million mobile subscribers across the EU5 reported using smartphones, up 44 percent from the previous year. Google’s Android platform exhibited the fastest growth among smartphone platforms in this period, increasing its market share 16.2 percentage points to 22.3 percent.
Top Smartphone Platforms in EU5 by Share of Smartphone Users* 3 Month Average Ending July 2011 vs. July 2010 Total EU5 (DE, FR, IT, ES and UK) Mobile Subscribers, Age 13+ Source: Comscore MobiLens
Smartphone Platform
Share (%) of EU5 Smartphone Users
Jul-10
Jul-11
Point Change
Total Smartphone Users
100.00%
100.0%
0.0
Symbian
53.9%
37.8%
-16.1
Google
6.0%
22.3%
16.2
Apple
19.0%
20.3%
1.2
RIM
8.0%
9.4%
1.5
Microsoft
11.5%
6.7%
-4.8
*MobiLens measures users above the age of 13 and reports on only primary handset usage.
Android’s growth over the past year outpaced that of other top smartphone platforms by a significant margin, with the Apple iOS and RIM platforms each experiencing gains of only slightly more than one percentage point. Meanwhile, Symbian’s and Microsoft’s share of the smartphone platform market declined, with Symbian conceding a sizeable percentage of the market.
HTC and Samsung Own Nearly Two-Thirds of Google Android Device Market In July 2011, 19.7 million EU5 smartphone users were using Android mobile devices, with the greatest number of users in the UK (6.3 million), followed by France (4.5) and Germany (4.0 million). Across EU5, HTC owned the largest share of the Android device market at 34.6 percent, followed closely by Samsung at 31.7 percent.
A closer look at the individual EU5 countries shows HTC and Samsung leading in device share for various markets. In the UK, HTC accounted for more than 50 percent of Android devices in use, a significantly higher percentage than other markets. While Samsung had the second largest share of Android devices in the UK, it accounted for less than half of HTC’s share (21.6 percent). However, in all other EU5 markets, Samsung ranked as the leading Android device, with a 42.3 percent market share in France and greater than 30 percent market share in Germany, Italy and Spain.
Top Mobile OEMs for the Google Android Platform in EU5 3 Month Average Ending July 2011 Total EU5 (DE, FR, IT, ES and UK) Mobile Subscribers, Age 13+ Source: Comscore MobiLens
OEM
Share (%) of Google Android Smartphone Users
EU5
UK
France
Germany
Italy
Spain
Total Google Android Smartphone Users
HTC
34.6%
50.9%
21.8%
29.8%
24.8%
31.9%
Samsung
31.7%
21.6%
42.3%
32.4%
35.6%
33.9%
Sony Ericsson
15.1%
14.2%
17.4%
14.6%
8.3%
18.8%
LG
5.8%
3.5%
7.8%
6.8%
10.1%
3.4%
Motorola
3.6%
2.1%
3.0%
2.4%
2.8%
July 2011 EU5 Mobile Benchmark Data The table below shows Comscore’s July 2011 mobile benchmark data, including a review of mobile consumption behaviors and device penetration for the five EU countries under measurement. These benchmarks are published by Comscore to provide the most up-to-date snapshot of the mobile industry. Further information on these benchmarks, and other data included above, can be provided upon request.
Mobile Benchmark Data for the EU5 Market 3 Month Average Ending July 2011 Total EU5 (DE, FR, IT, ES and UK), Age 13+ Source: Comscore MobiLens
Reach (%) of Mobile Subscribers
Sent Text Message
82.2%
90.4%
83.2%
79.3%
78.5%
79.2%
Used Application (excl. pre-installed)
32.6%
42.7%
29.5%
29.1%
31.8%
Used Browser
32.8%
45.0%
27.4%
28.1%
30.9%
Listened to Music
26.1%
25.7%
23.9%
26.6%
23.5%
32.3%
Accessed Social Networking Site or Blog
21.9%
33.1%
16.7%
19.5%
20.1%
Accessed News
17.3%
16.2%
15.2%
15.8%
13.8%
Played Games
26.7%
33.7%
25.8%
30.3%
28.2%
Used Smartphone
37.9%
44.4%
33.4%
38.8%
43.2%
About MobiLens MobiLens data is derived from an intelligent online survey of a nationally representative sample of mobile subscribers age 13 and above. 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.
About Comscore Comscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.
Ayaan MohamudComscore, Inc.+ 44 (0) 207-099-1775worldpress@comscore.com