Mobile is Now

Advertisers wondering when mobile will catch on might want to take a big breath and hang on. Two separate reports released reveal that mobile device use, from smartphones to tablets, continues to increase.

Smartphones are now owned by 49.1 million people in the U.S. as of the three month ending in May — up 8.1% compared with the prior three months, according to a comScore MobiLens report released recently.

Mobile browser use also continues to rise. Browsers were used by 31.9% of U.S. mobile subscribers in the three months ending in May, up 2.3% points. Sixty-two percent of U.S. mobile subscribers used text messaging on their mobile device — up 1.4% points. Subscribers who used downloaded applications comprised 30% of the mobile subscribers, up 2.1% points from the previous period. The number of social networking sites or blogs accessed through a mobile device rose 2.6% points to 20.8% of all mobile subscribers.

The Research in Motion (RIM) mobile smartphone platform led in the U.S. with 41.7% share of U.S. smartphone subscribers, followed by Apple with 24.4%, and Microsoft with 13.2%. Google grew 4% points to capture 13% of the market. Palm rounded out the top five with 4.8%. Despite platforms losing share to Google Android, most continue to gain subscribers as the overall smartphone market grows.


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