Smartphones changing the mobile landscape – comScore

14 Feb 2011

The widespread penetration of smartphones in 2010 drove a significant increase in mobile media consumption globally and is making mobile an increasingly important platform for digital marketers, according to a new report from comScore.

Focusing on the key trends in the mobile landscape in 2010 throughout the US, Europe (EU5) and Japan, the inaugural comScore 2010 Mobile Year in Review finds that technological innovations enabled an extraordinary number of new capabilities for mobile devices and expanded the definition of what it means to be mobile through the introduction of tablets, e-readers and other connected devices.

According to comScore, as more subscribers access the mobile web in 2011, it will become essential for marketers to reach this rapidly-expanding segment

“(The year) 2010 was a game-changing year for the mobile industry,” said Mark Donovan, comScore senior vice-president of mobile. “Smartphone adoption, 3G penetration and unlimited data plans drove a surge of mobile media consumption across geographies and deepened the integration of mobile devices into everyday life.

“And, the coming year has the potential to be even more exciting. As the mobile ecosystem continues to develop, including progress in mobile advertising and commerce, it’s clear that mobile is destined to become an increasingly important platform for digital marketers across all industries.”

According to the report, smartphone adoption accelerated in both the US and Europe. In the US, smartphone adoption reached 27pc of mobile subscribers in December 2010, an increase of 10 percentage points from the previous year, while European adoption reached 31pc, also up nearly 10 points versus year ago.

Network quality and cost of monthly plan were the top two purchase consideration factors for mobile subscribers in the US and UK.

The top OEMs

Nokia was the top OEM in the UK, Germany, Italy and Spain. Samsung took the top spot in the US and France, and also ranked in the top three in the UK, Germany, Italy and Spain.

Some 36pc of mobile Americans and 29pc of Europeans browsed the mobile web in December 2010, with access through an app reaching 34pc of Americans and 28pc of Europeans. Across regions, mobile browsing and apps usage is growing in the range of 7 to 9 percentage points per year.

More than 75pc of mobile subscribers in Japan are connected media users (used their browser, accessed applications or downloaded content). Japan also saw nearly 10pc of its mobile audience make a purchase with their mobile wallet in December 2010.

Over the past year, the number of mobile users who accessed a social networking site at least once a month via their mobile device increased by 56pc to nearly 58m users in the US. Even stronger growth occurred in Europe, with a 75pc increase in the number of users over the last year to 42m in December 2010.

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