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U.S. Smartphone Penetration Approaches 80 Percent in Q4 2015
RESTON, VA, February 4, 2016 – Comscore, Inc. (NASDAQ: SCOR) today released data from Comscore MobiLens® and Mobile Metrix®, reporting key trends in the U.S. smartphone industry for December 2015. Apple ranked as the top smartphone manufacturer with 42.9 percent OEM market share, while Google Android led as the #1 smartphone platform with 53.3 percent platform market share. Facebook ranked as the top individual smartphone app.
Smartphone OEM Market Share197.4 million people in the U.S. owned smartphones (79.3 percent mobile market penetration) during the three months ending in December. Apple ranked as the top OEM with 42.9 percent of U.S. smartphone subscribers. Samsung ranked second with 28.4 percent market share (up 0.8 percentage points from September), followed by LG with 9.9 percent (up 0.5 percentage points), Motorola with 5.3 percent (up 0.5 percentage points) and HTC with 3.3 percent.
Top Smartphone OEMs3 Month Avg. Ending Dec. 2015 vs. 3 Month Avg. Ending Sep. 2015Total U.S. Smartphone Subscribers Age 13+Source: Comscore MobiLens
Share (%) of Smartphone Subscribers
Total Smartphone Subscribers
Smartphone Platform Market ShareAndroid ranked as the top smartphone platform in December with 53.3 percent market share (up 1 percentage point from September), followed by Apple with 42.9 percent, Microsoft with 2.9 percent and BlackBerry with 0.9 percent.
Top Smartphone Platforms3 Month Avg. Ending Dec. 2015 vs. 3 Month Avg. EndingSep. 2015Total U.S. Smartphone Subscribers Age 13+Source: Comscore MobiLens
Top Smartphone AppsFacebook ranked as the top smartphone app, reaching 76.8 percent of the app audience, followed by Facebook Messenger (62.5 percent), YouTube (61.3 percent) and Google Play (51.9 percent).
Top 15 Smartphone AppsDecember 2015Total U.S. Smartphone Mobile Media Users, Age 18+ (iOS and Android Platforms)Source: Comscore Mobile Metrix
Top 15 Apps
* “Apple Music,” as it appears in Comscore’s monthly reporting since July, is the same measured entity as the previously named “iTunes Radio/iCloud” that has been reported in past months’ mobile rankings. This entity, now under the new name, is referring to Apple’s native music app, which captures all music activity within that app, including listening via the streaming service, radio service and users’ personally downloaded music libraries.
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About Mobile MetrixComscore Mobile Metrix provides mobile audience measurement across smartphones and tablets. Using a combination of panel and census-based measurement methods, Mobile Metrix offers an unduplicated view of mobile browsing and app audiences at the media property, website and individual app level.
About MobiLensComscore MobiLens is a market research tool that provides insights into consumers’ smartphone and tablet device preferences, usage trends, and demographics. Matching quantitative observed behaviors with self-reported survey responses, MobiLens connects data about consumers’ mobile content consumption with their purchase-intents, interests and device satisfaction. 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 ComscoreComscore, Inc. (NASDAQ: SCOR) is the cross-platform measurement company that precisely measures audiences, brands and consumer behavior everywhere. Comscore completed its merger with Rentrak Corporation in January 2016 to create the new model for a dynamic, cross-platform world. Built on precision and innovation, our unmatched data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to quantify consumers’ multiscreen behavior at massive scale. This approach helps media companies monetize their complete audiences and allows marketers to reach these audiences more effectively. With more than 3,200 clients and global footprint in more than 75 countries, Comscore is delivering the future of measurement. For more information on Comscore, please visit comscore.com.