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1、THESTATEOFTHEMEDIAQ320112Source:NielsenMOBILECONSUMERSaresocial,alwaysconnected,andrelyontheirphonesmorethaneverbefore.AccordingtoNielsen’smonthlysurveyof25,000mobileconsumers(whichtranslatesto300,000eachyear),44percentofU.S.mobilesubscribersnowownasmar
2、tphonedevice,comparedto18percentjusttwoyearsago,andtheseadvanceddevicesarechangingthewayconsumersinteractwiththeirphones.KEYFINDINGS:•Themajorityof25–34and18–24yearoldsnowownsmartphones(64%and53%respectively)andtheyhaveledinsmartphonepenetrationcompared
3、tootheragegroupssince2009.•AppleisthetopsmartphonemanufacturerintheU.S.with28.6percentofthesmartphonemarket,andAndroidisthemostfavoredoperatingsystembymanufacturers,withthelargestshareofthesmartphonemarketat44percent.•Thenumberofsmartphonesubscribersusi
4、ngthemobileInternethas•83percentofallsmartphoneapplicationdownloadersuseAndroidorAppleiOSsmartphonedevicesandtheymostlydiscoverappsbysearchingthetopappstoresandrelyingonrecommendations.grown45percentsince2010•Thisquarter,26.3millionmobileconsumersviewed
5、mobilevideo•ApplicationusagevariesbyageontheAndroidplatform—oldergenerationslikegames,suchasAngryBirds,andrelyontheirmobiledevicesforproductivity(e.g.Googleproperties).Youngerfolkswilluseentertainmentappswithsocialdimensions(e.g.Pandora,YouTube,Wordswit
6、hFriends)morethanoldersegments.•Themajorityofsmartphoneowners(62%)havedownloadedappsontheirdevicesandgamesarethetopapplicationcategoryusedinthepast30days•Currently,87percentofappdownloadershaveuseddeal-of-thedaywebsites,likeGrouponorLivingSocial,and54pe
7、rcentofsmartphoneownersclaimtousetheirmobilehandsetsfrequentlywhileshopping•Youngergroupssendthemostmessages,butoldersegmentspresentthegreatestgrowthopportunities:InQ32011,teens13-17sentandreceivedthemostmessages(anaverageof3417eachmonth),butthenumberof
8、messagessentbythose55+hasmorethandoubledcomparedto2009.Nielsen’s“StateoftheMedia:TheMobileMediaReport”providesasnapshotofthecurrentmobilemedialandscapeandaudiencesintheU.S.,andhighlightsthepotentialpowerofmobilecommerceinthenearf
