2025 State of Programmatic Report
More Than 40 Percent of Subscribers Use Browsers and Applications
RESTON, VA, November 4, 2011 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the Comscore MobiLens service, reporting key trends in the U.S. mobile phone industry during the three month average period ending September 2011. The study surveyed more than 30,000 U.S. mobile subscribers and found Samsung to be the top handset manufacturer overall with 25.3 percent market share. Google Android continued to gain ground in the smartphone market reaching 44.8 percent market share.
OEM Market Share
For the three-month average period ending in September, 234 million Americans age 13 and older used mobile devices. Device manufacturer Samsung ranked as the top OEM with 25.3 percent of U.S. mobile subscribers, followed by LG with 20.6 percent share and Motorola with 13.8 percent share. Apple strengthened its position at #4 with 10.2 percent share of mobile subscribers (up 1.3 percentage points), while RIM rounded out the top five with 7.1 percent share.
Top Mobile OEMs3 Month Avg. Ending Sep. 2011 vs. 3 Month Avg. Ending Jun. 2011Total U.S. Mobile Subscribers (Smartphone & Non-Smartphone) Ages 13+Source: Comscore MobiLens
Share (%) of Mobile Subscribers
Jun-11
Sep-11
Point Change
Total Mobile Subscribers
100.0%
N/A
Samsung
25.3%
0.0
LG
21.3%
20.6%
-0.7
Motorola
14.5%
13.8%
Apple
8.9%
10.2%
1.3
RIM
7.9%
7.1%
-0.8
Smartphone Platform Market Share
87.4 million people in the U.S. owned smartphones during the three months ending in September, up 12 percent from the preceding three month period. Google Android ranked as the top smartphone platform with 44.8 percent market share, up 4.6 percentage points from the prior three-month period. Apple secured the #2 position, growing 0.8 percentage points to account for 27.4 percent of the smartphone market. RIM ranked third with 18.9 percent share, followed by Microsoft (5.6 percent) and Symbian (1.8 percent).
Top Smartphone Platforms3 Month Avg. Ending Sep. 2011 vs. 3 Month Avg. Ending Jun. 2011Total U.S. Smartphone Subscribers Ages 13+Source: Comscore MobiLens
Share (%) of Smartphone Subscribers
Total Smartphone Subscribers
Google
40.2%
44.8%
4.6
26.6%
27.4%
0.8
23.5%
18.9%
-4.6
Microsoft
5.8%
5.6%
-0.2
Symbian
2.0%
1.8%
Mobile Content Usage
In September, 71.1 percent of U.S. mobile subscribers used text messaging on their mobile device, up 1.5 percentage points. Browsers were used by 42.9 percent of subscribers (up 2.8 percentage points), while downloaded applications were used by 42.5 percent (up 3.0 percentage points). Accessing of social networking sites or blogs increased 2.4 percentage points to 31.5 percent of mobile subscribers. Game-playing was done by 28.8 percent of the mobile audience (up 1.9 percentage points), while 20.9 percent listened to music on their phones (up 1.9 percentage points).
Mobile Content Usage3 Month Avg. Ending Sep. 2011 vs. 3 Month Avg. Ending Jun. 2011Total U.S. Mobile Subscribers (Smartphone & Non-Smartphone) Ages 13+Source: Comscore MobiLens
Sent text message to another phone
69.6%
71.1%
1.5
Used browser
40.1%
42.9%
2.8
Used downloaded apps
39.5%
42.5%
3.0
Accessed social networking site or blog
29.1%
31.5%
2.4
Played Games
26.9%
28.8%
1.9
Listened to music on mobile phone
19.0%
20.9%
About MobiLensMobiLens 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 ComscoreComscore, 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.
Contact:Adam LellaComscore, Inc.+1 (312) 775-6474press@comscore.com