2025 State of Programmatic Report
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RESTON, VA, November 30, 2012 – 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 October 2012. The study surveyed more than 30,000 U.S. mobile subscribers and found Samsung to be the top handset manufacturer overall with 26.3 percent market share. Google Android continued to lead among smartphone platforms, accounting for 53.6 percent of smartphone subscribers, while Apple secured 34.3 percent.
OEM Market Share
For the three-month average period ending in October, device manufacturer Samsung ranked as the top OEM with 26.3 percent of U.S. mobile subscribers (up 0.7 percentage points). Apple ranked second for the first time on record with 17.8 percent market share (up 1.5 percentage points), followed by LG with 17.6 percent share, Motorola with 11 percent and HTC with 6 percent.
Top Mobile OEMs3 Month Avg. Ending Oct. 2012 vs. 3 Month Ending Jul. 2012Total U.S. Mobile Subscribers (Smartphone & Non-Smartphone) Ages 13+Source: Comscore MobiLens
Share (%) of Mobile Subscribers
Jul-12
Oct-12
Point Change
Total Mobile Subscribers
100.0%
N/A
Samsung
25.6%
26.3%
0.7
Apple
16.3%
17.8%
1.5
LG
18.4%
17.6%
-0.8
Motorola
11.2%
11.0%
-0.2
HTC
6.4%
6.0%
-0.4
Smartphone Platform Market Share
121.3 million people in the U.S. owned smartphones (51.9 percent mobile market penetration) during the three months ending in October, up 6 percent since July. Google Android ranked as the top smartphone platform with 53.6 percent market share (up 1.4 percentage points), while Apple’s share increased 0.9 percentage points to 34.3 percent. RIM ranked third with 7.8 percent share, followed by Microsoft (3.2 percent) and Symbian (0.6 percent).
Top Smartphone Platforms3 Month Avg. Ending Oct. 2012 vs. 3 Month Avg. Ending Jul. 2012Total U.S. Smartphone Subscribers Ages 13+Source: Comscore MobiLens
Share (%) of Smartphone Subscribers
Total Smartphone Subscribers
Google
52.2%
53.6%
1.4
33.4%
34.3%
0.9
RIM
9.5%
7.8%
-1.7
Microsoft
3.6%
3.2%
Symbian
0.8%
0.6%
Mobile Content Usage
In October, 75.9 percent of U.S. mobile subscribers used text messaging on their mobile device (up 0.3 percentage points). Downloaded applications were used by 54.5 percent of subscribers (up 1.9 percentage points), while browsers were used by 52.7 percent (up 1.5 percentage points). Accessing of social networking sites or blogs increased 1.5 percentage points to 39.4 percent of mobile subscribers. Game-playing was done by 34.1 percent of the mobile audience (up 0.3 percentage points), while 28.7 percent listened to music on their phones (up 0.4 percentage points).
Mobile Content Usage3 Month Avg. Ending Oct. 2012 vs. 3 Month Avg. Ending Jul. 2012Total U.S. Mobile Subscribers (Smartphone & Non-Smartphone) Ages 13+Source: Comscore MobiLens
Sent text message to another phone
75.6%
75.9%
0.3
Used downloaded apps
52.6%
54.5%
1.9
Used browser
51.2%
52.7%
Accessed social networking site or blog
37.9%
39.4%
Played Games
33.8%
34.1%
Listened to music on mobile phone
28.3%
28.7%
0.4
About MobiLensMobiLens data is derived from an intelligent online survey of a nationally representative sample of mobile subscribers age 13 and older. 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