Smartphone Usage across Markets

comScore: Japan, An Early Mover In Mobile, Trails The U.S., Others In Smartphones

Smartphone users are, country by country, starting to gradually outnumber those who are using feature phones, and at the same time, consumers have passed a different kind of penetration: a majority are now using mobile devices to do a lot more than just make phone calls.

A lengthy annual report out from comScore today, surveying mobile usage across Canada, France, Germany, Italy, Japan, Spain, the US and UK, found that mobile media usage has passed the 50 percent mark, meaning that more than half of us are accessing the web, apps and content downloads on our smartphones. But it’s not always the case that more smartphones always equals more media usage. In fact, the highest usage of mobile media comes from the country with the lowest smartphone penetration.

It’s Japan, where comScore says 76.2 percent of the population is using mobile media services, but where, surprisingly, less than 17 percent have smartphones. This is in contrast to the U.K. and U.S., where the correlation is a little more direct: smartphones now respectively account for 51.3 and 41.8 percent of all devices, and 56.6 percent and 55.2 percent of mobile users are accessing mobile media.


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