Samsung and Apple Continue to Seize Share in OEM Market
RESTON, VA, January 3, 2013– comScore, Inc., a leader in measuring the digital world, today released data from the comScore MobiLens service, 
reporting key trends in the U.S. mobile phone industry during the three month average period ending November 2012. The study surveyed more than 30,000 U.S. mobile subscribers and found Samsung to be the top handset manufacturer overall with 26.9 percent market share. Google Android continued to lead among smartphone platforms, accounting for 53.7 percent of smartphone subscribers, while Apple secured 35 percent.
OEM Market Share
For the three-month average period ending in November, device manufacturer Samsung ranked as the top OEM with 26.9 percent of U.S. mobile subscribers (up 1.2 percentage points). Apple ranked second with 18.5 percent market share (up 1.4 percentage points), followed by LG with 17.5 percent share, Motorola with 10.4 percent and HTC with 5.9 percent.
| Top Mobile OEMs 3 Month Avg. Ending Nov. 2012 vs. 3 Month Ending Aug. 2012 Total U.S. Mobile Subscribers (Smartphone & Non-Smartphone) Ages 13+ Source: comScore MobiLens |
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| Share (%) of Mobile Subscribers | |||
| Aug-12 | Nov-12 | Point Change | |
| Total Mobile Subscribers | 100.0% | 100.0% | N/A |
| Samsung | 25.7% | 26.9% | 1.2 |
| Apple | 17.1% | 18.5% | 1.4 |
| LG | 18.2% | 17.5% | -0.7 |
| Motorola | 11.2% | 10.4% | -0.8 |
| HTC | 6.3% | 5.9% | -0.4 |
Smartphone Platform Market Share
123.3 million people in the U.S. owned smartphones (53 percent mobile market penetration) during the three months ending in November, up 6 percent since August. Google Android ranked as the top smartphone platform with 53.7 percent market share (up 1.1 percentage points), while Apple’s share increased 0.7 percentage points to 35 percent. RIM ranked third with 7.3 percent share, followed by Microsoft (3 percent) and Symbian (0.5 percent).
| Top Smartphone Platforms 3 Month Avg. Ending Nov. 2012 vs. 3 Month Avg. Ending Aug. 2012 Total U.S. Smartphone Subscribers Ages 13+ Source: comScore MobiLens |
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| Share (%) of Smartphone Subscribers | |||
| Aug-12 | Nov-12 | Point Change | |
| Total Smartphone Subscribers | 100.0% | 100.0% | N/A |
| 52.6% | 53.7% | 1.1 | |
| Apple | 34.3% | 35.0% | 0.7 |
| RIM | 8.3% | 7.3% | -1.0 |
| Microsoft | 3.6% | 3.0% | -0.6 |
| Symbian | 0.7% | 0.5% | -0.2 |
Mobile Content Usage
In November, 75.9 percent of U.S. mobile subscribers used text messaging on their mobile device (up 0.3 percentage points). Downloaded applications were used by 54.2 percent of subscribers (up 0.8 percentage points), while browsers were used by 52.1 percent (up 0.1 percentage points). Accessing of social networking sites or blogs increased 0.9 percentage points to 39.2 percent of mobile subscribers. Game-playing was done by 33.7 percent of the mobile audience, while 28.7 percent listened to music on their phones (up 0.4 percentage points).
| Mobile Content Usage 3 Month Avg. Ending Nov. 2012 vs. 3 Month Avg. Ending Aug. 2012 Total U.S. Mobile Subscribers (Smartphone & Non-Smartphone) Ages 13+ Source: comScore MobiLens |
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| Share (%) of Mobile Subscribers | |||
| Aug-12 | Nov-12 | Point Change | |
| Total Mobile Subscribers | 100.0% | 100.0% | N/A |
| Sent text message to another phone | 75.6% | 75.9% | 0.3 |
| Used downloaded apps | 53.4% | 54.2% | 0.8 |
| Used browser | 52.0% | 52.1% | 0.1 |
| Accessed social networking site or blog | 38.3% | 39.2% | 0.9 |
| Played Games | 34.0% | 33.7% | -0.3 |
| Listened to music on mobile phone | 28.3% | 28.7% | 0.4 |
About MobiLens
MobiLens data is derived from an intelligent online survey of a nationally representative sample of mobile subscribers age 13 and older. Data on mobile phone usage refers to a respondent’s primary mobile phone and does not include data related to a respondent’s secondary device.
*Source: comScore