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2011 was a pivotal year for the mobile industry, marked by the
dramatic rise of smartphones in the mainstream, the burgeoning of
tablets and other web-enabled connected devices, and a cultural
shift toward cross-platform digital media consumption. With mobile
becoming an increasing part of comprehensive digital marketing
strategies, it becomes more important than ever to understand how
the current trends are shaping the mobile environment, with an eye to
what lies ahead for 2012.
This report examines the mobile and connected device landscape
across the mobile markets measured by comScore – primarily
the United States, United Kingdom, France, Germany, Italy, Spain,
Japan, and Canada – through an exploration of dominant themes
in smartphone adoption growth, mobile media use in areas such as
social networking and retail, platform ecosystem dynamics, and shifts
in multi-device digital media consumption.