comScore: Android Closing In, Samsung Remains Top OEM, SMS Top Mobile Content

ComScore today released new data on key trends in the U.S. mobile phone industry as seen during Q3 2010.  The report ranked the leading mobile OEMs and smartphone OS platforms in the U.S. according to their share of current mobile subscribers ages 13 and older, and reviewed the most popular mobile content usage across all demographics.

As of September, comScore indicates there are roughly 234 million Americans ages 13 and older using mobile phones.  Surprisingly, Samsung holds on to the top spot in terms of OEM device manufacturers in the US with a 23.5 percent share.  LG ranked second with 21.1 percent share, followed by Motorola (18.4 percent share), RIM (9.3 percent share, up 0.5 percentage points) and Nokia (7.4 percent share).

In regards to the all-important share for smartphone platforms in the U.S., RIM still holds the number one spot with a 37.3 percent share of smartphone subscribers, followed by Apple with a 24.3 percent share.  Google continues to gain ground in the market, rising 6.5 percentage points to capture 21.4 percent of smartphone subscribers.  Microsoft accounted for 10 percent of smartphone subscribers, while Palm rounded out the top five with 4.2 percent.  Despite losing share to Android, most smartphone platforms continue to gain subscribers as the smartphone market overall continues to grow.  In total, 58.7 million people in the U.S. owned smartphones during the three months ending in September, up 15 percent from the preceding three month period.

Most interesting was mobile content usage, with comScore indicating that SMS is still by far the most popular activity.  In September, 67 percent of U.S. mobile subscribers used text messaging on their mobile device, up 1.4 percentage points versus the prior three month period, while browsers were used by 35.1 percent of mobile subscribers (up 2.2 percentage points).  Those using mobile apps comprised 33.1 percent of the mobile audience, representing an increase of 2.5 percentage points.

Though it shouldn’t, it always surprises me how SMS remains the most popular mobile content with subscribers in all demographics.  Even with mobile apps and the mobile Web that bring the world to users’ fingertips, SMS continues to reign supreme.