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Tuesday, May 12, 2015

Smartphone Software App Adoption is a Leading KPI

Now the smartphone market has reached saturation in America, with low single-digit growth rates, more market research emphasis will be focused on software applications. Offering guidance, comScore released data about the key trends in the U.S. smartphone industry for March 2015.

Apple ranked as the top smartphone manufacturer with 42.6 percent OEM market share, while Google Android led as the number one smartphone platform with 52.4 percent platform market share.

Once again, Facebook ranked supreme as the top individual smartphone app, by a wide margin. Meanwhile, Google has the most combined number of apps on smartphones in this market.

Smartphone OEM Market Share

187.5 million people in the U.S. owned smartphones (77 percent mobile market penetration) during the three months ending in March -- that's up 3 percent since December.

Apple ranked as the top OEM with 42.6 percent of U.S. smartphone subscribers (up by 1 percentage point from December).

Samsung ranked second with 28.3 percent market share, followed by LG with 8.4 percent (up by 0.4 percentage points), Motorola with 5 percent and HTC with 3.8 percent (up by 0.1 percentage points).

Smartphone Platform Market Share

Android ranked as the top smartphone platform in March with 52.4 percent market share, followed by Apple with 42.6 percent (up by 1 percentage point from December).

Below the two dominate platforms, Microsoft was stable with a market share of just 3.3 percent, BlackBerry with 1.6 percent and Symbian with 0.1 percent.

Top Smartphone Applications

Facebook ranked as the top smartphone app, reaching 69.5 percent of the app audience, followed by YouTube (55.9 percent), Google Play (51.5 percent) and Google Search (50.6 percent).

Software app market penetration is becoming the Key Performance Indicator (KPI) to watch, as the emphasis shifts from hardware (devices) to software (applications).