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Comscore has posted their latest mobile market share and usage findings for the United States.  Here are some highlights and some of our calculations based on their report.  The report is based on numbers for the last quarter of 2009 from Oct 2009 to January 2010.

  • 234 million people over the age of 13 have a mobile phone in America
  • 42.7 million of these are smartphone users (18% of mobile subscribers)
  • 4.5% of mobile phone subscribers in the US have an iPhone (10.7 million people).  Growth flat at 1.2% / year.
  • RIM’s Blackberry still holds 47% of the total US smartphone market share (18.4 million people). Still growing at 7% / year
  • Microsoft lost 4% smartphone marketshare in the quarter, Palm lost 2.1%
  • Google Android is growing quickly at 4.3% for the quarter, 17.2% annualized

A couple of interesting things here.  First, the iconic Apple iPhone appears to have lost it’s projectile growth pattern, in the US anyway (and according to the report).  What will they do to boost growth?  A few years ago they were the only game in town with the best smartphone by far.  Now, there are dozens of “iPhone killers”.

Next, interesting that RIM is still holding on.  Americans love their Blackberries.  While popular in the USA, RIM is not so popular in most of the rest of the world where unlocked phones, SIM card / carrier portability and open data are more the norm.  With their closed data model, running all email, data and messaging exclusively through their servers, the only benefit is for companies who need locked down data and phones.  This along with the very high “blackberry data plans” is not favorable for consumers.

The newcomer, Google Android.  Android gains 4.3% marketshare in the quarter, 17.2% annualized.  While they only have 3 million mobile users in the USA, we think they are poised for even more growth than this annualized projection.  There are loads and loads of new Android handsets (and tablets and other devices) about to hit the market through the rest of 2010.  They have decent (i.e. good enough) to good apps and store, the UI and user experience is good, hardware is generally good and there will be a lot of choices and price points for consumers.  Android is getting harder to ignore.  Google has the potential here to take over huge portions of the current smartphone market. 

The big opportunity here is not in the current 18% that already have a smartphone.  The big story is those that don’t have a smartphone yet.  In less than 5 years we think that a large portion of the regular mobile phone users shift to being smartphone users.  With mobile technology improvements, user experience getting better and prices getting cheaper, there will be a huge shift with tens of millions of new smartphone users in the USA alone. 

Here is the smartphone stats from Comscore

Comscore is also reporting mobile content usage patterns.  Nothing surprising here, there are more smartphones, better phones and more mobiles connected to the Internet.  This means more phone usage.  Most all categories of usage show growth, notably social networking usage leading the pack.  Here is the chart on mobile smartphone usage from Comscore.

 

Mar 11, 2010

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