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

comScore Looks Into Its Crystal Ball for the 2012 Mobile Future in Focus Report 300x173 comScore Looks Into Its Crystal Ball for the 2012 Mobile Future in Focus ReportOn 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.



This post was written by:

- who has written 6153 posts on Mobile Marketing Watch.


Contact the author

0 comments

Trackbacks

  1. [...] And it's generating no shortage of buzz in response to some of the data and projections. mobile marketing – Google Blog Search This entry was posted in Sms Marketing and tagged Ball, comScore, Crystal, into, Looks, [...]

  2. [...] users scanned product barcodes and nearly 1 in 8 compared prices on their phone while in a store. See the original Mobile Marketing WatchThe research also revealed that some 64.2 million U.S. smartphone users and 48.4 million EU5 [...]

  3. [...] Mobile Phone Advertising can be a very compelling strategy owing to the fact that it permits businesses to get in easy contact with buyers given the majority of consumers regularly have in their possession a mobile phone. And professional mobile phone websites are designed to steer a consumer to contact the the retailer. [...]

  4. [...] Mobile Advertising And Marketing can be a very effective strategy since it lets businesses to get in easy reach of buyers because the vast majority of consumers habitually carry a mobile phone. And well designed mobile websites are composed to guide a consumer to engage with the business . [...]

  5. [...] Mobile Advertising And Marketing can be a very compelling strategy since it permits businesses to get within easy reach of buyers because most consumers regularly have in their possession a mobile phone. And well designed mobile phone websites are constructed to navigate a consumer to contact the the retailer. [...]

  6. [...] Mobile Phone Advertising can be a highly compelling strategy as it permits businesses to get in easy reach of consumers because most people invariably carry a mobile phone. And decent mobile phone sites are set out to direct a consumer to telephone the business . [...]

  7. [...] Mobile Phone Marketing can be a highly powerful strategy since it lets businesses to get in easy reach of buyers given the majority of consumers always carry a mobile phone. And well designed mobile phone sites are designed to navigate a consumer to phone the the retailer. [...]

  8. [...] Mobile Advertising can be a highly effective strategy owing to the fact that it allows businesses to get in easy reach of buyers as most consumers habitually carry a mobile phone. And well designed mobile phone sites are designed to navigate a purchaser to contact the the retailer. [...]