Mobile Monday – 2012 Mobile Future in Focus report
16 Apr 2012
On February 23, 2012 Comscore released the 2012 Mobile Future in Focus report. This annual report examines the mobile and connected device landscape, covering several mobile markets measured by comScore, through an exploration of key trends driving smartphone adoption growth, mobile media usage, and more.
A few highlights:
In both the US and Europe, equal percentages of smartphone owners use both apps and browsers to access mobile content. Use of mobile apps and mobile websites is nearly identical, indicating that both are important methods of delivering content and engaging constituents of your business.
Health ranked as the fastest-growing mobile media category in the U.S. in 2011, followed by Retail and other commerce-related categories such as Electronic Payments and Auction Sites.
More than half of the U.S. smartphone population used their phone to perform retail research while inside a store in 2011, illustrating the emergence of savvy smartphone shoppers who bring online shopping behaviors in-store – a trend seen in other markets as well. At the end of 2011, nearly 1 in 5 smartphone users scanned product barcodes and nearly 1 in 8 compared prices on their phone while in a store.
Tablets quickly rose in popularity in 2011, taking less than two years to account for nearly 40 million tablets in use among U.S. mobile users and outpacing smartphones which took 7 years to reach the same. By the end of 2011, nearly 15 percent of U.S. mobile users also had tablets – a trend seen across other markets as well.