Consumers set up a blockbuster holiday season at the Box Office
Touchscreen Device Market Up 159 Percent vs. Year Ago with iPhone Accounting for 33 Percent of the Market
RESTON, VA, November 3, 2009 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released a study of touchscreen mobile phone adoption in the U.S., which showed a significant 159-percent growth rate during the past year to 23.8 million users in August 2009. The growth in touchscreen device adoption substantially outpaced the already strong 63-percent growth in U.S. adoption of smartphones.
Touchscreen Smartphone Adoption3 Months Ending August 2009 vs. August 2008Total U.S. Mobile Subscribers, Age 13+Source: Comscore MobiLens
Device Type
Subscribers (000)
Aug-08
Aug-09
Percent Change
Touchscreen
9,219
23,843
159%
Smartphone
20,735
33,779
63%
“Touchscreen phones have quickly gained adoption as new devices have flooded the mobile marketplace,” said Mark Donovan, Comscore senior vice president of Mobile. “It’s clear that consumers are embracing touchscreen interfaces that allow them to easily navigate the increasingly powerful and complex services afforded by new phones. This is a trend that should continue to pick up as additional touchscreen devices, many of them running the Android operating system, arrive in the market before the holiday shopping season.”
Top 10 Touchscreen Device Families
The Apple iPhone ranked as the top touchscreen device family with 32.9 percent of touchscreen device users age 13 and older, nearly four times larger than the market share of the next largest device family, the LG Dare (8.7 percent). LG Voyager ranked third with 7.8 percent of the market, followed by the Blackberry Storm (7.0 percent) and Palm Treo (6.5 percent).
Top Touchscreen Device Families by Share of Device UsersThree Months Ending August 2009Total U.S. Mobile Subscribers, Age 13+Source: Comscore MobiLens
Device Family
Share (%) of Touchscreen Device Users
Total Touchscreen
100.0%
Apple iPhone
32.9%
LG Dare
8.7%
LG Voyager
7.8%
Blackberry Storm
7.0%
Palm Treo
6.5%
Samsung Instinct
5.0%
T-Mobile G1
3.6%
HTC Touch
3.3%
Samsung Glyde
2.7%
LG Xenon
2.6%
“The iPhone clearly set the trend in the industry for touchscreen devices, so it’s no surprise that it has the largest share of the market,” added Donovan. “But as other players have entered the touchscreen market with compelling devices, competition is clearly heating up.”
Touchscreen Users Younger than Average Mobile Phone User
Smartphones in general and touchscreen devices specifically tend to be more popular among younger users. While 38.8 percent of all mobile subscribers (age 13+) are under the age of 35, 51.4 percent of smartphone users are in this age cohort, as are 57.7 percent of touchscreen device users. In fact, a significant 20.6 percent of touchscreen users are in the narrow age range of 18-24. Meanwhile, less than 5 percent of smartphone and touchscreen device users are age 65 and older, compared to 13 percent of the total U.S. mobile audience.
Demographic Profile of Smartphone and Touchscreen UsersThree Months Ending August 2009Total U.S. Mobile Subscribers, Age 13+Source: Comscore MobiLens
Share (%) of Mobile Subscribers
Total
Total Subscribers
Age 13-17
6.3%
8.5%
Age 18-24
13.1%
16.4%
20.6%
Age 25-34
17.9%
28.7%
28.6%
Age 35-44
17.6%
22.9%
18.8%
Age 45-54
18.2%
13.6%
12.3%
Age 55-64
12.4%
7.5%
7.3%
Age 65+
4.5%
3.9%
About ComscoreComscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.
PressBill DaddiDaddi Brand Communications646-370-1341press@comscore.com