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October 4, 2010

US smartphone users access more mobile content than normal users: comScore

60% of subscribers who used a downloaded application are smartphone users

By CBR Staff Writer

The number of smartphone users accessing mobile content through browsers and applications has now surpassed that of non-smartphone users in the US, according to a report by comScore.

The report said that smartphone subscribers made up 60% of those who used a downloaded application and 55% of those who used a browser, in the three month average ending August 2010.

In August, 75.6 million mobile subscribers ages 13 and older used downloaded applications, with Smartphone users representing 60.4%, up from 43.6% in August 2009.

For the same period, 80.8 million mobile subscribers used their browser, with Smartphone subscribers comprising 55.5%, up from 41.4% a year ago.

comScore senior vice president of mobile Mark Donovan said, Smartphone owners now represent the majority of the US mobile audience accessing downloaded applications and browsers represents a watershed moment in the industry.

"Although Smartphones still make up less than a quarter of the US mobile market, they are generating the lion’s share of mobile content consumption," Donovan said.

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" With Smartphones’ share of the pie destined to get greater over time, marketers and content providers should begin to shift their focus towards developing with primarily these devices in mind."

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