Android Increases Lead Over iOS, More Consumers Access Retail Content This Year
According to the latest figures from comScore, Google’s Android smartphone OS increased its lead over the competition in the three months ending in April. A separate report from Millennial Media shows a significant boost in the number of consumers who are accessing retail content through their mobile devices compared to last year.
Android claimed a three-month average of 36.4 percent of the U.S. smartphone market ending in April, up 5.2 percentage points from its 31.2 percent share in January. Apple’s iOS was second with 26.0 percent of the market, up 1.3 points from its 24.7 percent share in January.
RIM’s BlackBerry OS was third with 25.7 percent of the market in April, down 4.7 points from its 30.4 percent share in January. Meanwhile, Microsoft held on to 6.7 percent of the market, down 1.3 points from its 8.0 percent share in January. Palm was fifth with 2.6 percent of the market, down 0.6 points from its 3.2 percent share in January.
There were 74.6 million smartphone owners in the U.S. during the three months ending in April, according to comScore.
Sending text messages to another phone remained the most popular form of mobile content usage, as 68.8 percent of U.S. mobile subscribers said they participated in this activity. This was followed by using a browser with 39.1 percent. Using downloaded apps got a 37.8 percent response, followed by accessing social networking sites or blogs with 28.0 percent, playing games with 26.2 percent and listening to music on mobile phones with 18.0 percent, according to comScore.
According to recent figures from Nielsen, Android users averaged the most monthly data usage with 582 MBs, followed by Apple iOS users with 492 MBs and HP Web OS with 448 MBs.
The total number of consumers who accessed some kind of retail content on their mobile devices in a given month increased 74 percent year-over-year to 13 million in June 2010, according to Millennial Media. “Of the 13 million, over 6.5 million accessed retail content on their mobile device one to three times per month, 4.2 million at least once a week, and 2.2 million consumers accessed some form of retail content on their mobile device almost every day,” according to the company’s report.
In April, sustained in-market presence was the top retail campaign goal, representing 41 percent of campaigns goals for this segment. This was followed by brand awareness with 21 percent, increased foot traffic with 17 percent, site traffic with 14 percent, product launch/release with 4 percent and lead gen/registrations with 3 percent.
Lead gen/registrations was the top advertiser campaign goal in April with 30 percent of the response, followed by sustained in-market presence with 29 percent, product launch/release with 17 percent, brand awareness with 13 percent, increased foot traffic with 8 percent and site traffic with 3 percent, according to Millennial Media.
Sources:</strong
http://www.millennialmedia.com/wp-content/images/SMART/MillennialMedia-SMART-April-2011.pdf
