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BizReport : Mobile Marketing : February 08, 2011

Use of smartphones up 60%

Reporting on key mobile phone industry trends, ComScore this week released figures showing smartphone use has grown a whopping 60% in the last year in the U.S., with the current market leader's share of subscribers falling.

by Helen Leggatt

During the last quarter of 2010, 63.2 million Americans owned smartphones, found ComScore. That's a significant growth of 60% from the same time last year.

Blackberry maker Research In Motion (RIM) still led the market, but saw its share of U.S. smartphone subscribers plummet from 37.3% in September 2010 to 31.6% by the end of 2010.

Apple and Android experienced the biggest growth during the last three months of 2010. Apple's share of the market grew only slightly (0.7%) to 25%. However, the growth of Android surpassed Apple for the first time rising 7.3% to 27.7% market share.

Meanwhile, shares of the bottom two in the market - Microsoft and Palm - continue to fall with 8.4% and 3.7% of smartphone subscribers respectively.

According to data published this week by IDC, Apple retains its second-place position in global smartphone maker rankings. However, top Android vendors, such as Samsung and HTC, saw impressive growth.

"Android continues to gain by leaps and bounds, helping to drive the smartphone market," said Ramon Llamas, senior research analyst with IDC's Mobile Phone Technology and Trends team.

"It has become the cornerstone of multiple vendors' smartphone strategies, and has quickly become a challenger to market leader Symbian.

Tags: mobile marketing, smartphone

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