comScore Releases New Report
RESTON, VA, December 17, 2009 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced the release of its latest report on the mobile market, Android: Crashing the Smartphone Party. The report provides an overview of the current U.S. mobile environment and offers an in-depth look at how the Android operating system is impacting the market. Among the report’s key findings is that consumer awareness of Google’s Android is growing rapidly, due in large part to the Verizon Droid ad campaign. Further, of those American consumers in the market for a smartphone, 17 percent are considering the purchase of an android-supported device in next three months, compared to 20 percent indicating they plan to purchase an iPhone.
“With handsets on multiple carriers, from multiple manufacturers, and numerous Android device models expected to be in the U.S. market by January, the Android platform is rapidly shaking up the smartphone market,” said Mark Donovan, comScore senior vice president of mobile. “While iPhone continues to set the bar with its App Store and passionate user base, and RIM remains the leader among the business set, Android is clearly gaining momentum among developers and consumers.”
Android and iPhone Users Consume More Mobile Media than Average Smartphone User
Although Android’s share of the smartphone market is relatively small, it has quickly doubled in the past year to 3.5 percent in October 2009. Understanding the mobile media behavior of Android users highlights why operators and media companies might embrace the platform and fuel its growth. An analysis of mobile media consumption on smartphones revealed that users of both Apple and Android-supported devices were more likely to engage with mobile media than an average smartphone user. Users of the Apple iPhone were most likely to consume mobile media, with 94 percent of users doing so in September 2009, while 92 percent of Android device users, predominantly T-Mobile G1 users, engaged in mobile media activities, 12 percentage points higher than an average smartphone user.
Apple and Android users were equally likely to engage with news via their browser and nearly identical in their mobile application engagement. Email was the only major activity in which iPhone users (87 percent) were far more likely to participate than Android users (63 percent). Overall, these data suggest that Android users will behave more like iPhone users than other smartphone users.
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