February 23, 2012

Smartphone Adoption Approaches Tipping Point Across Markets

Hélène Azevedo
Marketing Manager Europe
comScore’s latest report, the 2012 Mobile Future in Focus, reveals smartphone adoption showed strong gains across much of the developed world. In the US and EU5 markets, smartphone penetration grew at least 8 percentage points over the past year, with the UK showing the highest growth rate with a 17.1 percentage point increase. The UK also ranked highest for smartphone penetration, with 51.3 percent of the total UK mobile audience using a smartphone as their primary device.

In terms of audience size, the US showed the largest smartphone audience installed base (97.9 million users), while the UK ranked second with nearly 25.4 million smartphone users.

Both the UK and Spain saw smartphone adoption surpass 50 percent penetration over the past year, representing an important milestone in the evolution of this market. Meanwhile, the US, France, and Italy saw smartphone penetration surpass 40 percent of the mobile market.

For more global insights into today’s mobile market, please download a complimentary copy of the 2012 Mobile Future in Focus.

Smartphone Share of Total Mobile Audience

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Rankings Smartphone