7 in 10 Mobile Subscribers Text

August 31, 2011

comscore-mobile-content-usage-apr11-vjul11-sept11.gifIn July 2011, 70% of US mobile subscribers used text messaging on their mobile device, up about 2% from 68.8% in June 2011, according to comScore Mobile Metrix data. In addition, browsers were used by 41.1% of subscribers (up 5% from 39.1%), while downloaded applications were used by 40.6% (up 8% from 37.8%.

Other mobile activities seeing a month-over-month increase in subscriber engagement included accessing of social networking sites or blogs, which increased 7.5% from 28% to 30.1% of mobile subscribers, and game-playing, which was done by 27.8% of the mobile audience (up 6% from 26.2%). Furthermore, 20.3% of mobile subscribers listened to music on their phones (up 13% from 18% the prior month). MarketingCharts’ sister publication MarketingVox makes a persuasive argument that companies should strongly consider focusing on the text advertising channel.

Google Android Grows Onward

comscore-top-smartphone-platform-apr10-v-jul11-sept11.gifIn total, 82.2 million people in the US owned smartphones during the three months ending in July 2011, up 10% from 78.5 million during the preceding three-month period. Google Android ranked as the top smartphone platform with 41.8% market share, up 15% from 36.4%. Apple also strengthened its number two position with 27% percent of the smartphone market, up 4% from 26% in the prior reporting period.

In addition, RIM ranked third with 21.7% share, followed by Microsoft (5.7%) and Symbian (1.9%).

Samsung Scores among OEMs

comscore-top-mobile-oem-apr11-vjuly11-sept11.gifFor the three-month average period ending in July, 234 million Americans ages 13 and older used mobile devices. Device manufacturer Samsung ranked as the top OEM with 25.5% of US mobile subscribers (up 4% from 24.5%), followed by LG with 20.9% share and Motorola with 14.1% share.

Apple strengthened its position at number four with 9.5% share of mobile subscribers (up 14% from 8.3%), while RIM rounded out the top five with 7.6% share.

Smartphone Activity Up YOY

In addition to having activity engagement scores higher than the three-month period ending June 2011, historical comScore data shows that US mobile subscribers also had significantly higher engagement scores than the three-month period ending July 2010. For example, 66% of subscribers sent texts in July 2010, representing 6% year-over-year growth. And 33.6% of subscribers used a browser, representing 22% year-over-year growth.

Another 31.4% of subscribers used downloaded apps, resulting in 29% year-over-year growth, while 22.4% played games, creating 24% year-over-year growth. Furthermore, 21.8% accessed a social networking site or blog, causing 38% year-over-year growth, and 14.5% listened to music, representing 40% year-over-year growth.

About the Data: MobiLens 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.

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