Mass Consumer Migration to Smartphones Going On

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According to comScore there’s a mass consumer exodus, but these disciples of commerce aren’t looking for the holy land, instead they are in search of intelligent phones. comScore Inc. has released results from a study of first-time U.S. smartphone owners that found that nearly half of the feature phone subscribers (47.5%) who acquired a device during April 2012 switched to a smartphone.

This was an increase of 9.5% from the previous year. Perhaps even more interesting is the fact that among the new users, 61.5% of consumers acquired devices running the Google Android platform, with 25.2% choosing Apple devices and 7.1% opting for Microsoft smartphones.

SmartphoneMark Donovan, comScore SVP of Mobile explained that there are a number of reasons for the recent trends we are witnessing; he explains: “The growing number of smartphones available to consumers, accompanied by the decrease in price points and surge in mobile media content, have made smartphone ownership possible and desirable for many more Americans.”

Smartphone adaption has grown recently over the last year with nearly 110 million Americans owning a smartphone device in April 2012, increasing 44% from last year. Mark Donovan expects that we can continue to see this trend develop to the point where smartphone owners will quickly become the majority of mobile users; he states:

“Within the year, we expect to see smartphone owners become the mobile majority, a milestone that represents not only the evolution of the mobile landscape but highlights the enormous potential for marketers as these powerful, ubiquitous devices open new opportunities to reach a growing audience of consumers.”




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