The latest report out of ComScores MobiLens service indicates that mobile device ownership and use continues to grow - 234 million American aged 13 or older used mobile devices (that's more than 90% of that age group). They also show smartphone penetration growing to 116.5 million in August, a 6% gain from last May. As a result, smartphones are used by about half of all mobile users, and around 37% of the U.S. population.
Looking at what mobile users do (other than make calls) - 75.6% sent text messages to other phones, 53.4% used downloaded apps, 52.0% used a browser, 38.7% accessed social networking sites or blogs, 34.0% played games, and 28.3% listened to music on their mobile device.
On the hardware side, Samsung remained as the top mobile device OEM, but a surge in Apple device ownership moved it into a close third (behind LG). Android maintained the dominant OS, growing slightly to 52.6% of the U.S. smartphone market. Apple's iOS also showed some growth in market share, being used by more than a third of devices (34.6%). Those gains primarily came at the expense of RIM's Blackberry system, whose market share dropped precipitously to 8.3% (down from 11.5% share in May). Microsoft and Symbian also saw their share of the OS market drop.
Source - comScore Reports August 2012 U.S. Mobile Subscriber Market Share, comScore press release
Mobile Marketing is fast becoming more and more important to businesses today. With targeted market demographics needed to drive top line sales, anyone trying to attract customers will eventually have to master the already ancient technique abroad of mobile marketing.
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