comScore, a leader in marketing research, recently released data on the smartphone market. According to comScore, 147.9 million people in the U.S. own smartphones totaling up to about a 62% market penetration. Apple is currently in the lead as the top smartphone manufacturer. They are reported to own 40.6% of the market, possibly higher now with the release of the iPhone 5s and 5c. Samsung is the second highest smartphone manufacturer at 24.9%, followed by HTC, Motorola, and LG.
In terms of smartphone platforms, Android is still in the lead with 51.8%, although Apple is gaining market share. Together Android and Apple dominate the market with over 90% platform adoption.
For mobile media property, Google is the top performer. Most people still use Google to browse on desktops and on smartphones as well. Facebook is the 2nd in the running as well as the top stand-alone app for U.S. smartphone users, while Yahoo is surprisingly 3rd in the running for mobile browsing. It has the reach of 82% of mobile users. At the Dreamforce conference, Marissa Mayer said the company is placing a big emphasis on mobile. They now have roughly 400 mobile engineers on their team and about 400 million mobile users.
For every marketer taking a mobile approach to their marketing strategy, it’s always important to watch the smartphone marketplace. This research provided by comScore is good for figuring out ad spend and various other key facts for important marketing decisions.