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Mobile Market Trends: US
Gavin Patterson
chief markets analyst
mobileSQUARED
gavin@mobilesquared.co.uk
Mobile market overview
• 15 mil. new pops by 2015
• 15.7 mil. new users
• 58.7 mil. new subscriptions
• 3.78 new subscript...
Target market?
Legacy
Basic talk and text with WAP functionality
Featurephone
Rich-media device, WAP with open Internet
en...
Mobile device overview
• Smartphone growth of 161% from
79.1mn to 206.3mn – 26% market share
to 57%
• Featurephones down 3...
Mobile internet overview
• Smartphone growth of 197% from 56.9mn to
169.6mn - from 58% of total mobile internet
in 2010 to...
Mobile internet market share
Smartphones
58% of total market in 2010, rising to 86% in 2015.
Android is single largest OS ...
Mobile apps overview
• Only 9.5% of app users are currently
buying apps - rising to 14.6% by 2015
• Average price of $3.30...
Mobile messaging overview
• Almost 170mn active mobile messagers in US now - growing 25% to
212.5mn in 2015
• Equivalent t...
Thank you
Gavin Patterson
chief markets analyst
mobileSQUARED
gavin@mobilesquared.co.uk
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M2 roadshow us gavin patterson, mobilesquared

  1. 1. Mobile Market Trends: US Gavin Patterson chief markets analyst mobileSQUARED gavin@mobilesquared.co.uk
  2. 2. Mobile market overview • 15 mil. new pops by 2015 • 15.7 mil. new users • 58.7 mil. new subscriptions • 3.78 new subscriptions per new user - Total of 1.17 subscriptions per user to 1.32 • 109.5 mil. new 3G devices • Population growth of 4.9% • Subscriber growth of 6.1% • Subscriptions growth of 19.5% • 3G device growth of 76%
  3. 3. Target market? Legacy Basic talk and text with WAP functionality Featurephone Rich-media device, WAP with open Internet enablement Smartphone Advanced capabilities with PC-like functionality (5-10 times higher usage) iPhone Yardstick (20-50 times higher usage) Only 19mn iPhones and 79mn smartphones - 26% of total US subscriptions! Rest of the market using featurephones and legacy M-commerce: mobile-enabled website / apps / coupons & short codes Mobile advertising; banners / search / MMS-based services
  4. 4. Mobile device overview • Smartphone growth of 161% from 79.1mn to 206.3mn – 26% market share to 57% • Featurephones down 36% from 161.4mn to 102.7mn - 54% market share to 29% • Legacy devices down 16% from 60.1mn to 50.3mn – 20% market share to 14% • iPhone growth of 80% from 18.9mn to 34.2mn - 24% market share to 17% • Android growth of 400% from 18.3mn to 91.6mn - 23% market share to 44% • Other (RIM/MS/Symbian/etc) growth of 92% from 41.8mn to 80.5mn - 53% market share to 39%
  5. 5. Mobile internet overview • Smartphone growth of 197% from 56.9mn to 169.6mn - from 58% of total mobile internet in 2010 to 86%. • iPhone +88% from 15.7mn to 29.45mn; Android +418% from 16.2mn to 83.8mn; Others +125% from 25.1mn to 56.3mn. • Featurephones down 36% from 40.3mn to 25.7mn. Legacy devices down 16% from 1.2mn to 1mn • Mobile internet market to grow 99% from 98.5mn in 2010 to 196.3mn in 2015 • Rising from 33% of total users in 2010 to 55% in 2015. • Equivalent to 69% of 3G subs in 2010 and 78% in 2015
  6. 6. Mobile internet market share Smartphones 58% of total market in 2010, rising to 86% in 2015. Android is single largest OS as of 2011 Featurephones falling rapidy Brave/patient few on Legacy
  7. 7. Mobile apps overview • Only 9.5% of app users are currently buying apps - rising to 14.6% by 2015 • Average price of $3.30 per app in 2010 - falling to $2.30 in 2015 • 285.11mn app downloads in 2010 – average of 3.14/user. 1.5bn downloads in 2015 – average of 7.8/user • Mobile apps users to grow 112% from 90.8mn in 2010 to 193.3mn in 2015 • Rising from 30% of total market in 2010 to 54% in 2015. • App users make 92% of total mobile internet in 2010 – 98% in2015 • Remainder only using mobile-enabled websites or WAP
  8. 8. Mobile messaging overview • Almost 170mn active mobile messagers in US now - growing 25% to 212.5mn in 2015 • Equivalent to 66% of total market in 2010 and 78% in 2015 • But can reach every mobile phone in US
  9. 9. Thank you Gavin Patterson chief markets analyst mobileSQUARED gavin@mobilesquared.co.uk

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