Holiday Marketing: Android Usage Surpasses iPhone

December 8, 2010 § Leave a comment

It’s definitely a Merry Mobile Holiday. As the Android and iPhone smartphones continue to grow in dominance in the mobile phone market, I thought it interesting that a new study from network optimization firm Arieso finds that users of Google’s Android platform are using the most mobile data.    All smartphone usage is growing.  The share of Android users is 23.5% vs. 24.6% for iPhone and 35.8% for RIM (Blackberry).

Smartphones currently comprise a growing one-fourth to one-third of the mobile market, but they account for the majority of mobile browser and app use in the U.S., according to comScore.  Data from a recent Millennial Media report indicated that in 2010 32% of moms own a smartphone versus 20% in 2009. The report reveals that 32% of moms reported using their mobile Internet at least once a week in 2010 versus 20% in 2009. Both instances show an increase of 60% in usage by moms.

This is a powerful moment for mobile because not only is usage high among smartphone Moms, but this holiday season has already shown an amazing uptick in smartphone purchase and usage.  This usage indicates a real shift happening from personal computer internet usage to mobile internet usage.

One trend that continues to stay stable is the amount of time we actually “talk” on the phone.  It is clear that we are using smartphones as our Santa’s little helper, allowing us to comparison shop and keep up with our busy Holiday schedule.

Using iPhone 3G as a baseline, the new research from Arieso found that Android users score higher than iPhone 3G/iPhone 4 users in time connected to networks, call volume and the amount of data uploaded/downloaded.  However, those iPhone users are not far behind.

The note to marketers remains clear.  Make sure your websites are mobile optimized.  Use apps to help Mom in her shopping.  Make offers clear and easily read on mobile sites.  Remember that she may be standing in your store when she uses her smartphone.



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