Smartphone Penetration Hits 60% of the US Mobile Market; Facebook Top App



Comparing the latest figures to the Q2 average (ending in June), Apple’s gain was 0.5% points, while Android’s dip was 0.2% points.

Although Apple continues to hold the lead among smartphone manufacturers, Samsung has been enjoying some movement of late. Compared to the period ending in April, these latest figures show Samsung’s share up 2.1% points to 24.1%, still trailing Apple (40.4%) by a considerable margin of course.

HTC (-0.9% points to 8%), Motorola (-1.4% points to 6.9%) and LG (+0.1% points to 6.8%) are further behind.

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Monday, September 9th, 2013 news No Comments

Who Doesn’t Use a Smartphone?


Jumptap-Age-Distribution-Feature-Phone-Users-Aug2013Smartphone penetration stood at roughly 60% of the US mobile market in Q2, according to recent reports from comScore and Nielsen. That still leaves a sizable 40% chunk of the mobile market that hasn’t yet made the switch. So who is still using a feature phone? The demographics of the feature phone user are broken down in a new study [download page] released by Jumptap. As one might expect, the typical feature phone user tends to be older and come from a lower-income household.

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Thursday, August 22nd, 2013 news No Comments

QR Code Scanner Age and Gender Breakdowns in Q2


ScanLife-QR-Code-Scanner-Gender-Splits-Aug2013ScanLife is out with its latest quarterly Mobile Barcode Trend Report [pdf] in which it reports 4 million new users around the world and 6 million active scanners, impressive figures even as research suggests that within the US the amount of scanners isn’t keeping up with the growth in smartphone penetration. Nevertheless, ScanLife’s latest study reveals some interesting demographic breakdowns of the barcode scanner.

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Friday, August 2nd, 2013 news No Comments

drag2share: Facebook Remains The Largest Social Media Crowd Draw On iOS, But It May Be Slipping


Facebook remains by far the most popular social media platform on Apple’s mobile operating system. But recent data indicates Facebook’s app may be losing some of its grip on iOS users.

In June 2013, 73% of U.S. iOS users opened the Facebook app at least once on their tablets or smartphones. That’s an impressive number, since it means that three-fourths of the iOS population can be counted as Facebook monthly active users.

But that figure was actually a six percentage point decline from July 2012, when 79% of iOS users opened the Facebook app.

The findings were in U.S. data provided by Onavo Insights. Onavo’s data is aggregated from users of its data management apps such as Onavo Count and Onavo Extend, and does not include Android usage.

Also since the data is from users of a single company’s apps, it’s necessary to take it with a grain of salt. (Onavo’s data-conscious iOS customer base may have different habits than the general mobile population.)

However, Onavo does offer a rare glimpse across a large swath of the U.S. iOS user base. The company’s apps have “hundreds of thousands of U.S. users” on iOS, including iPad users, Onavo said.

Meanwhile, some of the smaller social media platforms have been growing or maintaining their penetration into the iOS user base.

  • Twitter has kept its numbers steady, with 25% to 27% of iOS users over the previous 12-month period.
  • Pinterest’s mobile app was opened at least once by 11.4% of U.S. iOS users during June 2013, compared to 7.7% who did so in July 2012.
  • LinkedIn’s mobile app was opened at least once by 9.7% of! U.S. iO S users during June 2013, compared to 5.1% who did so in July 2012. The company launched a redesigned iOS app in April of this year, which could be helping to draw in more iOS users.

As a large, multi-featured social media service, Facebook may be experiencing the first signs of user loss to more focused competitors, such as social photo messaging app, SnapChat.

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Wednesday, July 24th, 2013 news No Comments

Global Mobile Phone Penetration Nears 100 Percent


Few technologies in the world have created as immediate and widespread an impact as cell phones. Hand-held phones have completely changed how the world communicates in the span of a decade or so.

We are only a few years from there being a mobile phone subscription for every human being on earth.

According to the International Telecommunications Union, there were 6.4 billion mobile phone subscriptions at the end of 2012, translating to 91% penetration globally. That’s up from a mere 662 million subscriptions a decade ago.

(The world has some 7 billion human inhabitants.)

Of course, mobile subscriptions are not spread evenly between the developed and developing world, and there are many people in the developing world without mobile phone service. Penetration was 124% in the developed world, as a significant number of users have more than one phone. Nonetheless, penetration was still 84% in the developing world.

The ITU forecasts that penetration will take another jump this year. It expects there to be 6.8 billion mobile subscriptions at year-end 2013, good for 96% penetration. It forecasts penetration in the developing world will grow to 89% this year.

Elsewhere, the ITU forecasts there will be 2.1 billion mobile broadband subscriptions (i.e., smartphones) by the end of 2013, suggesting global smartphone penetration of 30%.

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global phones


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Wednesday, July 3rd, 2013 news No Comments

Android Halts iPhone’s Advance In The U.S. Smartphone Market


For the first time since October 2012, the iPhone failed to notch a monthly gain in U.S. smartphone market share, standing unchanged at 39% at the end of May, according to comScore. That’s up from 32% a year prior.

Android eked out a minor gain, finishing May with a 52% share of the U.S. smartphone market, up slightly from 51% a year prior.

Despite the relatively flat market share growth, the broader expansion of the U.S. smartphone market means Android still has 17 million more U.S. users than it did a year before. The iPhone picked up 19 million users in the 12-month period.

Windows Phone continues to show no growth in the U.S. market, with only a 3% share. It actually has less users than it did a year ago, and that was before the release of Windows Phone 8, Microsoft’s latest attempt to launch a popular mobile operating system.

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u.s. smartphone market share

Overall, U.S. smartphone penetration tipped past 60% for the first time, with 141 million Americans owning smartphone at the end of May.

U.S. smartphone penetration


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Tuesday, July 2nd, 2013 news No Comments

80 Million Americans Now Own Tablets


Tablet penetration is skyrocketing in the U.S. 

According to Pew, U.S. tablet penetration stood at 34% in May, up from 25% in November.

In more concrete terms, that means roughly 80 million Americans now own a tablet. The most recently available smartphone penetration numbers, from comScore in April, show 139 million Americans owning a smartphone.

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BII smartphone and tablet owners

Tablet penetration is still highest, unsurprisingly, among households with an income over $75,000.

Interestingly, however, penetration is highest among Americans aged 35 to 44, followed by those aged 45 to 54 — not among the youngest demographics.

That represents a divergence from smartphone penetration growth, which skewed towards younger demographics first. There are a few possible reasons for this:

  • Older consumers have more money to spend on electronics.
  • Tablets, with their touch screens and simple navigation, are easy to use for older consumers, who tend to be less tech-fluent. 
  • In any case, older consumers are now familiar with mobile-connected devices — it’s not a large jump from smartphones to tablets. A tablet isn’t an entry-level smart device for them. 
  • Tablets don’t have as much utility for younger consumers as laptops, so if cash-strapped younger consumers want to own one device in addition to a smartphone, it’s likely to be a PC. 

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u.s. tablet penetration

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Wednesday, June 12th, 2013 news No Comments

Android Bounces Back From U.S. Market Share Declines


Android gained in the U.S. market in March after three months of consecutive declines, increasing its market share slightly to 52%, according to comScore.

That’s still down nearly 2 percentage points from Android’s market share peak in November and is only up 1 percentage point from a year ago.

Rival Apple continues to pick up market share on the back of a strong iPhone 5 release. At the end of March, Apple accounted for 39% of U.S. smartphone users, up from 31% a year ago.

comScore measures market share by installed base, not shipments. It looks at U.S. smartphone subscribers over the age of 13.

Given the healthy growth of the overall smartphone market, however, Android still has 17 million more net users in the U.S. than a year ago. Apple picked up 21 million net users in the same period.

Microsoft‘s Windows Phone 8 operating system has yet to gain traction. Its market share fell slightly to 3% last month, which means it actually shed 200,000 net users in March.

Since its introduction in late October, Windows Phone has only added 400,000 net American users. Nokia is expected to release the Lumia 928 this week in the U.S. market! , which may help Windows Phone a bit, but we don’t see evidence of a turnaround yet.

Meanwhile, the overall U.S. market continues to see robust penetration growth. Smartphone penetration is now 58 percent, a 13 percentage point increase over a year prior, and an acceleration of growth. However, we don’t believe the acceleration is sustainable. Eventually, penetration growth will slow.

It is important to remember that with the rapid emergence of China, the U.S. is no longer as central to the global smartphone market as it previously was.

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bii u.s. smartphone market share by platform

Here’s a look at U.S. smartphone penetration growth:

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U.S. smartphone penetration

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Tuesday, May 21st, 2013 news No Comments

drag2share: Smartphone Penetration Reaccelerates In The U.S.


Handset manufacturers will have to find new markets as U.S. smartphone sales growth slows. U.S.-focused developers will start to refocus on monetization as audience growth will no longer be robust. Mobile platform operators will need to focus on converting users of rival platforms to their ecosystem as they can no longer lean on a steady stream of new smartphone owners to boost usage.

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blue ocean chart

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Tuesday, May 14th, 2013 news No Comments

Across Markets, Smartphone Penetration Skews Young


Smartphone penetration skews higher in younger demographics.

According to Nielsen’s research across ten top smartphone markets,

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Thursday, March 7th, 2013 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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