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Smart Phone Advertising: Think Android Apps, Browser and In-Game Adverts

Published on March 07, 2012

comScore, Inc. has released data from its MobiLens service, reporting key trends in the U.S. mobile phone industry for the three months ending in January. comScore surveyed more than 30,000 U.S. mobile subscribers and found that Google Android continued to grow its share in the smartphone market, accounting for 48.6% of smartphone subscribers. Samsung with its Android platform has 25.4% of the market share.

The Apple iOS platform is hardly dead or suffering; in fact it is the only mobile maker to have gained in the period in share of subscribers, up 2% for the three-month period.
Smartphone Platform Market Share

Still, Google leads the pack in platform share, up 2.3% while Apple is up 1.4%. Google now holds 48.6% of the platform market share, followed by Apple with 29.5% market share (up 1.4%). RIM ranked third with 15.2% share, followed by Microsoft (4.4%) and Symbian (1.5%).

Mobile Content Usage
In January, 74.6% of U.S. mobile subscribers used text messaging on their mobile device, up 2.8%--useless to advertisers, of course, who’ll find more joy in apps, browsers, social media and games.

Downloaded applications were used by 48.6% of subscribers (up 4.8%), while browsers were used by 48.5% (up 4.5%). Accessing of social networking sites or blogs increased 3.4% to 35.7% of mobile subscribers. Game-playing was done by 31.8% of the mobile audience (up 2.6%), while 24.5% listened to music on their phones (up 3.3%).