US smartphone ownership to rise by 43% in 2015
Nearly 110 million Americans will have a smartphone by the end of that year.
Momentum in the mobile device market has swung in favor of smartphones, led by the allure of Appleâ€™s iPhone and the legion of now-viable competitors it has spawned.
As of the end of 2010, eMarketer estimates 30 percent of smartphone users in the US had a BlackBerry and 28 percent had an iPhone, the top two operating systems. But Androidâ€™s share of the market is rising quickly.
Nielsen tracking surveys found Android pulling ahead among recent smartphone purchasers, and eMarketer predicts that by 2012 Android will be the no.1 mobile OS in the country.
The changing device landscape is encouraging changing usage patterns. eMarketer estimates that time spent with mobile devices is rising faster than for any other medium, up 28.2 percent in 2010. Smartphone owners, more active with every type of mobile content than feature phone owners, are likely on the leading edge of this trend.
Noah Elkin, principal analyst and author of the new report at eMarketer, said: â€œSmartphone owners already command the majority of marketersâ€™ attention. Smart and Getting Smarter: Key Mobile Device Trends for Marketers.
â€œAnd the simple reason is: They do more of everything than their counterparts with feature phones: messaging, gaming, listening to music, watching videos, social networking, shopping, using apps and browsing the web.
â€œMarketers need to pay attention to these trends as they project budgets and develop marketing strategies. Mobile devices will claim more and more media time per day, while TV, print and radio will slowly lose ground to digital media. For marketers, half the battle of staying relevant is showing up in the right place and on the right platform.â€
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