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Report: U.S. Smart Phone Adoption Topped 27% in 2010

14 Feb, 2011 By: Erik Gruenwedel

The number of people in the United States using an Internet-enabled mobile phone, or smart phone, topped 27% in 2010, up 10% from 2009, according to a new comScore report.

The Reston, Va.-based research firm said smart phone adoption in Europe reached 31%, from 21% in 2009.

A smart phone is capable of both downloading and streaming video content, including Netflix, Blockbuster On Demand and Amazon VOD.

The data was part of comScore’s annual year-in-review presented at a mobile media confab in Barcelona, Spain. The report found that network quality and cost of monthly plan were the top purchase considerations factors in the United States, with Samsung ranked the top OEM.

About 36% of Americans browsed the Web from their phone in December, with access through an app reaching 34%. Mobile browsing and app usage is growing in the range of 7% to 9% per year.

By comparison, more than 75% of mobile subscribers in Japan are connected media users (use their browser, access apps or downloaded content), far surpassing the United States. Japan also saw nearly 10% of its mobile audience make an electronic purchase in December.

During the past year, the number of mobile users that accessed a social networking site at least once a month via their mobile device increased by 56% to nearly 58 million users in the United States.

Even stronger growth occurred in Europe, with a 75% increase in the number of users during the last year to 42 million in December.

“Smart phone adoption, 3G penetration and unlimited data plans drove a surge of mobile media consumption across geographies and deepened the integration of mobile devices into everyday life,” said Mark Donovan, SVP of mobile at comScore. “And, the coming year has the potential to be even more exciting. As the mobile ecosystem continues to develop, including progress in mobile advertising and commerce, it’s clear that mobile is destined to become an increasingly important platform for digital marketers across all industries.”

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