comScore Looks Into Its Crystal Ball for the “2012 Mobile Future in Focus” Report

On Thursday, comScore released the 2012 Mobile Future in Focus report. And it’s generating no shortage of buzz in response to some of the data and projections listed.

The annual report, if you’re not familiar, explores the intricate and always-fascinating mobile and connected device landscape, covering several mobile markets measured by comScore.

“2011 proved to be a groundbreaking year for the mobile industry, with smartphones hitting the mainstream, tablets emerging as a formidable fourth screen, and consumers increasingly integrating mobile behaviors into their lifestyles,” says Mark Donovan, comScore Senior Vice President of Mobile. “As the industry continues to innovate and more consumers look to multiple devices and platforms to consume digital media, we expect the mobile and connected device landscape to be shaken up even further in 2012.”

Without further ado, are are some of the key findings highlighted in comScore’s new report:

  • Nearly 42 percent of all U.S. mobile subscribers now use smartphones, along with 44.0 percent of mobile users across the EU5 (comprised of France, Germany, Italy, Spain, and the UK).
  • Mobile media use – defined as browsing the mobile web, accessing applications, or downloading content – saw increased growth as a result, surpassing the 50-percent threshold in many markets, supported by the proliferation of high-speed networks and increased public WiFi availability.
  • The Google Android and Apple iOS smartphone platforms emerged as the leaders of the U.S. smartphone market in 2011, with Android just a few points shy of capturing half of the smartphone market and iOS accounting for nearly 30 percent of the market.
  • In 2011, both the U.S. and EU5 saw the growth in mobile app use exceed the growth in mobile browser use, leading to both markets seeing the same percentage of their mobile audience use both apps and browsers to access mobile media.
  • Health ranked as the fastest-growing mobile media category in the U.S. in 2011, followed by Retail and other commerce-related categories such as Electronic Payments and Auction Sites.
  • More than half of the U.S. smartphone population used their phone to perform retail research while inside a store in 2011, illustrating the emergence of savvy smartphone shoppers who bring online shopping behaviors in-store – a trend seen in other markets as well.
  • At the end of 2011, nearly 1 in 5 smartphone users scanned product barcodes and nearly 1 in 8 compared prices on their phone while in a store.

To check all the fascinating insights in the whitepaper for yourself, click here.

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