Death To The Dumb Phone: Soon, Nearly 80% Of Mobile Phones In The US Will Be Smartphones

Smartphone OS share is basically static, Microsoft emphasizing iOS, Android platforms.

Chat with MarTechBot


Nearly 80 percent of Americans will own smartphones shortly. Media measurement firm comScore just released figures showing smartphone device penetration was at 79.3 percent for December 2015. Expect the numbers to cross 80 percent by March or April.

Virtually No Change In Mobile OS

In terms of OS market share, the iPhone lost just under a point to Android since September. Microsoft’s Windows Phone share was flat. The question now is whether Microsoft will maintain that roughly three-percent share or whether it will decline further.

December smartphone figures

Regardless, in prior signals and statements, Microsoft has indicated its shift in emphasis from competing for hardware buyers toward developing apps for Android and iOS. This is evident in, among other moves, the company’s acquisition of iPhone and Android keyboard SwiftKey and the company’s update of the Bing app for iOS and Android earlier today.

Facebook On More Than 75% Of Smartphones

Facebook’s app is the most popular one for smartphones: it’s installed on more than 75 percent of them in the US. Facebook Messenger has risen to number two. Google has six of the top 15, including apps 3 through 7. YouTube is the most widely distributed Google app, according to comScore.

December smartphone figures

It’s important to point out, however, that these rankings don’t reflect actual usage and engagement.

For comparison, the following chart reflects app penetration or distribution in January 2015. Messenger moved up from fifth place, and Twitter has declined to from 11th to 15th position. And, of course, Pinterest is no longer in the top 15, but that happened months ago.

January 2015 apps

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About the author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

Fuel for your marketing strategy.