The Comscore Mobile Year in Review covers the US, the top 5 European markets and Japan, and looks at the changes driven by smartphone adoption, 3G penetration and unlimited plans.
Casting their eye over 2010 the analysts recount a “game-changing year” for mobile, as its very definition expanded under the weight of technological innovation in tablets, e-readers and other connected devices.
It’s the first time the company has looked at mobile trends, and as such is yet another sign of the ever-increasing importance of mobile to internet habits.
The mobile internet in Europe
One of the areas the report looks at is “mobile media users”, which it defines as those who browsed the mobile web, accessed applications, downloaded content or accessed the mobile Internet via SMS.
In the ‘EU5’ (UK, France, Germany, Italy and Spain) mobile media usage reached 37% penetration, up 7% from the previous year.
Behind this was rising 3G adoption, which reached 47.1% in December 2010 – up from 41.7% the previous year, and accelerating smartphone uptake which was up 10% to 31 per cent.
Aiding the growth in media use have been unlimited data plans and the percentage of mobile phone subscribers with these rose to nearly 8% from December 2009 to December 2010.
• Comscore’s 2010 Mobile Year in Review report, including details of its research methodology, is online here.