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BizReport : Mobile Marketing : January 03, 2012

How mobile is reshaping the globe

Smartphones and tablets filled stockings and gift boxes around the globe during the 2011 holiday season, but what does that mean for marketers and brands? Plenty, finds new research from comScore. According to two recent reports mobile devices are pushing more traffic throughout North and South America. Here's how the mobile landscape is shaping up.

by Kristina Knight

"Consumers' digital media consumption is rapidly expanding to multiple devices as a growing number of Latin Americans stay connected though smartphones and tablets," said Alejandro Fosk, comScore senior vice president for Latin America. "Understanding how these multiple platforms influence consumers' media consumption habits should be at the top of marketers', advertisers' and publishers' 2012 planning lists, because the new realities of the multiplatform digital environment will only become more disruptive over time."

In Brazil mobile, specifically tablets, are driving traffic. comScore reports 40% of non-computer traffic is driven by tablets in Brazil and Colombia; Chile, meanwhile, is driving traffic from mobile/smartphones (78% of traffic). How are these mobiles connecting? More than 60% of mobile traffic in Colombia, Puerto Rico, Brazil, Chile and Mexico is coming from Apple's iOS.

Meanwhile, in the US, more than 91 million consumers have converted to smartphones with most (46.9%) using the Google platform. Apple ranks second with a 28.7% marketshare. As for how US mobiles are engaging with the internet, texting continues to be the most-used application with 72% texting at least one message in November. As for the app vs. browser debate, 44% of consumers used apps and navigated the web using a mobile browser for the month.

Tags: comScore, mobile devices, mobile marketing, mobile trends, North American mobile trends, smartphone trends, South American mobile trends, tablet trends

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