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Why Mobile-First Marketing will Accelerate in America

More American marketers will shift their focus to mobile-first marketing channels in 2016. The adoption of responsive web design methodologies means that content looks appealing on all internet user devices -- personal computer, media tablet or smartphone.

Moreover, now that more than three-quarters of the U.S. mobile phone owner population uses a smartphone, it's possible to reach and engage just about every demographic group via multimedia content. Case in point: comScore released data reporting the key trends in the U.S. smartphone industry for November 2015.

Apple ranked as the top smartphone manufacturer with 43.1 percent OEM market share, while Google Android led as the number one smartphone platform with 53.1 percent platform market share.

Facebook ranked as the top individual smartphone software application, and Google continues to rank highly in the overall top apps list. That being said, many people view web content on their mobile devices.

Smartphone OEM Market Share

195.6 million people in the U.S. owned smartphones (78.6 percent mobile market penetration) during the three months ending in November. Apple ranked as the top OEM with 43.1 percent of U.S. smartphone subscribers.

Samsung ranked second with 28 percent market share (that's up by 0.6 percentage points from August), followed by LG with 9.6 percent (that's up 0.5 percentage points), Motorola with 5.3 percent (that's up 0.6 percentage points) and HTC with 3.4 percent.

Smartphone Platform Market Share

Android ranked as the top smartphone platform in November with 53.1 percent market share (that's up by 1.4 percentage points from August), followed by Apple with 43.1 percent, Microsoft with 2.8 percent and BlackBerry with 1 percent.

Top Smartphone Software Apps

Facebook ranked as the top smartphone application, reaching 77.2 percent of the app audience, followed by YouTube (61.2 percent), Facebook Messenger (60.3 percent) and Google Play (52.1 percent).


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