Digital business analytics company comScore, has released a report that shows Amazon’s Kindle Fire is the most popular Android tablet on the market. 聽According to the report, the Kindle Fire has captured 54.4% of the Android Market as of February 2012. 聽What makes the Kindle Fire’s domination of the Android tablet market more impressive, is the fact it has only been on the market for a short period of time. 聽The Kindle Fire was released in November of 2011, and hit the ground running, immediately taking the number one spot the following month, with a 29.4% market share. 聽Just a mere two months later, the Kindle Fire captured more than half the Android tablet market. 聽The Samsung Galaxy Tab family has felt the biggest impact from the Kindle Fire’s success. 聽When the Kindle Fire first took over the top spot, the Galaxy Tab family was in a close second place, with 23.8% of the market. 聽Samsung’s Galaxy Tab series now places a distant second, with a market share of 15.4%. 聽Perhaps Samsung can recapture some of that lost market share with it’s new and more affordable Galaxy Tab 2.
RESTON, Va.,聽April 26, 2012聽/PRNewswire/ — comScore, Inc. (NASDAQ:聽SCOR), a leader in measuring the digital world, today announced the next generation of its 聽Device Essentials鈩� service, offering new insight into global digital device usage. Based on comScore’s global Unified Digital Measurement (UDM) data, which utilizes census-level information from tagged web page content, Device Essentials includes reporting of brand and operating system for digital device and Internet traffic patterns (i.e. page views) from computers, smartphones, tablets, music, players, e-readers and gaming devices.
(Logo:聽http://photos.prnewswire.com/prnh/20080115/COMSCORELOGO)
“comScore is excited to introduce our next generation Device Essentials product, which provides 聽new insight into digital device usage and detailed reporting of traffic patterns within local markets,” said聽Serge Matta, comScore president of mobile & operator solutions. “These new insights are invaluable to all stakeholders in the mobile ecosystem as they seek to provide valuable services and optimize the mobile media experience for their customers.”
comScore Device Essentials 聽includes previously available reporting capabilities across all of comScore’s global reporting geographies, plus detailed reporting for local U.S. markets including states and DMAs as well as the addition of unique device measurement. Current reporting capabilities include, but are not limited to, the following:
- Share of smartphone and feature phone usage by OS
- Carrier share of smartphone traffic
- OS share of carrier traffic
- Traffic to site content categories by carrier, OS and device type
- Wifi vs. Non-Wifi traffic
Amazon Kindle Fire Doubles its Share of Android Tablet Market in Two Months
The Kindle Fire, introduced to the market in聽November 2011, has seen rapid adoption among buyers of tablets. Within the Android tablet market, Kindle Fire has almost doubled its share in the past two months from 29.4 percent share in聽December 2011聽to 54.4 percent share in聽February 2012, already establishing itself as the leading Android tablet by a wide margin. Samsung’s Galaxy Tab family followed with a market share of 15.4 percent in February, followed by the Motorola Xoom with 7.0 percent share. The Asus Transformer and Toshiba AT100 rounded out the top five with 6.3 percent and 5.7 percent market share, respectively.
| U.S. Market Share of Android Tablets by Unique DevicesDec-2011, Jan-2012, Feb-2012Total U.S.Source: comScore Device Essentials* |
|
% Share of Android Tablets |
| Dec-11 |
Jan-12 |
Feb-12 |
| Amazon Kindle Fire |
29.4% |
41.8% |
54.4% |
| Samsung Galaxy Tab Family |
23.8% |
19.1% |
15.4% |
| Motorola Xoom |
11.8% |
9.0% |
7.0% |
| Asus Transformer |
6.4% |
6.2% |
6.3% |
| Toshiba AT100 |
7.1% |
7.0% |
5.7% |
| Acer Picasso |
6.0% |
5.2% |
4.3% |
| Acer Iconia |
2.8% |
2.6% |
2.1% |
| Dell Streak |
2.2% |
1.7% |
1.3% |
| Lenovo IdeaPad Tablet K1 |
0.7% |
0.9% |
1.2% |
| Sony Tablet S |
0.9% |
0.8% |
0.7% |
| Other |
8.9% |
5.6% |
1.6% |
*comScore Device Essentials measures unique devices accessing the web during the time period noted, including home, enterprise and secondary devices across all age groups.
Larger Screen Tablets See Higher Level of Content Consumption
Tablet adoption among U.S. consumers continues to climb as more devices appealing to various price and feature preferences are introduced to the market. Screen size is perhaps the most outwardly apparent differentiator between devices, with the market offering consumers a wide variety of options such as the 10鈥� Apple iPad, 9鈥� Sony S1, 7鈥� Amazon Kindle Fire and 5鈥� Dell Streak. Analysis of page view consumption by screen size found a strong positive association between screen size and content consumption. Specifically, 10鈥� tablets have a 39-percent higher consumption rate than 7鈥� tablets and a 58-percent higher rate than 5鈥� tablets.
| Average Browser Page Views per Tablet 聽Feb-2012Total U.S.Source: comScore Device Essentials* |
| Tablet Screen Size |
Browser Page Views聽per Tablet |
| 10 inch |
125 |
| 9 inch |
116 |
| 7 inch |
90 |
| 5 inch |
79 |
*comScore Device Essentials measures unique devices accessing the web during the time period noted, including home, enterprise and secondary devices across all age groups.
Although many factors 鈥� such as demographics, content availability, connection speed and ease of portability 鈥� may influence consumption levels, the results of this analysis highlight important questions for the industry as the tablet space develops. With the emergence of a growing number of smaller-sized tablet devices, advertisers and publishers will need to understand whether these devices limit the opportunity for advertising compared to their larger-screen counterparts, or if they are able to build incremental reach and engagement by presenting different use cases.
Smartphone Carrier Market Share Shows Variation Across Key States
Among the new capabilities introduced in Device Essentials is the ability to segment data into custom geographies to provide more granular insights into local market device usage. comScore analyzed the share of unique smartphone devices among the top four carriers in the most populous U.S. states and found significant variation between markets. Looking exclusively at the top four carriers, AT&T accounted for the largest share of unique smartphones in聽Texas聽(46.2 percent),聽California聽(42.9 percent) and聽Illinois聽(42.1 percent), while Verizon claimed the top spot in聽New York聽(43.6 percent) and聽Florida聽(36.5 percent). The greatest disparity in carrier share between AT&T and Verizon occurred in聽Texas, where AT&T’s smartphone share was more than double that of Verizon’s share.
Sprint PCS ranked as the third largest smartphone carrier in each of the top five markets, with the carrier owning its highest market share in聽Illinois聽at 22.8 percent. T-Mobile聽USA聽captured its highest market share in聽Texas, where the carrier accounted for 11.9 percent of smartphone devices.
| U.S. Market Share of Unique Smartphone Devices Among AT&T, Verizon, Sprint and T-Mobile by Top 5 StatesFebruary 2012Total U.S.Source: comScore Device Essentials* |
|
% Share of Unique Smartphone Devices by Market |
| AT&T |
Verizon |
Sprint PCS |
T-Mobile USA |
| California |
42.9% |
29.2% |
17.4% |
10.5% |
| Florida |
31.7% |
36.5% |
20.7% |
11.2% |
| Illinois |
42.1% |
25.3% |
22.8% |
9.8% |
| New York |
28.4% |
43.6% |
21.2% |
6.8% |
| Texas |
46.2% |
22.3% |
19.5% |
11.9% |
*comScore Device Essentials measures unique devices accessing the web during the time period noted, including home, enterprise and secondary devices across all age groups.
About comScore
comScore, Inc. (NASDAQ:聽SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit聽www.comscore.com/companyinfo.
Cautionary Note Regarding Forward-Looking Statements
This release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934, including, but not limited to, expectations regarding the impact and benefits to comScore of the comScore Device Essentials鈩�, financial or otherwise. These statements involve risks and uncertainties that could cause our actual results to differ materially, including, but not limited to: the features and characteristics of the products, the rate of development of the digital marketing intelligence, Internet advertising and e-Commerce markets; the growth of the Internet as a medium for commerce, content, advertising and communications; and the acceptance of new products and methodologies by the industry, including existing and prospective clients.
For a detailed discussion of these and other risk factors, please refer to comScore’s most recent respective Quarterly Reports on Form 10-Q, Annual Reports on Form 10-K and from time to time other filings with the Securities and Exchange Commission (the “SEC”), which are available on the SEC’s Web site (http://www.sec.gov).
Stockholders of comScore are cautioned not to place undue reliance on forward-looking statements, which speak only as of the date such statements are made. comScore does not undertake any obligation to publicly update any forward-looking statements to reflect events, circumstances or new information after the date of this press release, or to reflect the occurrence of unanticipated events.
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