Apple, Motorola Lead Mobile Manufacturers

October 20, 2010

Apple and Motorola were the leading manufacturers of mobile phones and devices in the US in September 2010, according to the latest Millennial Media Mobile Mix report.

Motorola Leaps Samsung in Device Rankings
In September 2010, Apple continued its year-long reign at the top of US mobile device manufacturers with a roughly 30% market share. Motorola, which ranked third in August 2010, passed Samsung to take second place with about 15% market share. Samsung was ranked third with about 14% market share.


In the US mobile phone market, Apple and Motorola repeated their first and second place rankings from the previous month, with Apple holding about 19% of the US market and Motorola Droid taking about 10%. Blackberry Curve ranked third with about 8% market share, no other mobile phone manufacturer reached 3% of the US market in September.

Touch & QWERTY Input Grows in Popularity
Touch and QWERTY devices experienced a 20% growth in popularity month-over-month and represented 28% share of impressions in September 2010. Millennial Mediia says this growth can be attributed to the increased penetration of Android smartphones with this input method. Touchscreen input still dominated with almost half (47%) of impressions for the month.


Carrier Mix Shows Tight Competition

The mobile device carrier mix, for the third consecutive month, continued to demonstrate the diversity of the mobile web with five carriers holding a 10% impression share or greater. Verizon had the most impressions of any individual carrier (18%), but it is worth noting that when combined, multiple WiFi carriers outpaced any individual carrier with a 23% share of impressions.

Smartphones Show Substantial Growth
Smartphone impression share increased 7% month-over-month and accounted for 58% of the Smartphone, Feature Phone and Connected Device Impression share for September 2010. According to Millennial Media, this growth is a clear indicator of the ever-increasing adoption rate of smartphones among mobile users.


Feature phones experienced the largest decrease of 4% month-over-month and had a 29% impression share. This decrease could signal a potential replacement trend of smartphones for feature phones.

Android, the second largest smartphone OS on the Millennial Media network since July 2010, increased 2% month-over-month to a 29% share of impressions. iOS still held a dominant market position with 46% of impressions.

Top 10 Mobile App Categories Q3 2010
1. Games
2. Social Networking
3. Music
4. Weather
5. Mail & Messaging
6. News & Current Events
7. Entertainment
8. Sports
9. Maps/Navigation
10. Shopping/Retail

Cell Phones More Popular than Computers
Pew Research Center data indicates that 85% of Americans now own a cell phone. Cell phone ownership rates among young adults have reached 96% of 18-to-29 year olds. Meanwhile, three-quarters (76%) of Americans own either a desktop or laptop computer. Since 2006, laptop ownership has grown dramatically (from 30% to 52%) while desktop ownership has declined slightly.

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