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ÇöÀçÀ§Ä¡ : HOME > ¸®Æ÷Æ® > À¯/¹«¼±Åë½Å > ÈÞ´ëÆù/´Ü¸»±â
Smart and Getting Smarter: Key Mobile Device Trends for Marketers
¹ßÇà»ç eMarketer

¹ßÇàÀÏ 2011-02
ºÐ·® 23 pages
¼­ºñ½ºÇüÅ Report
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The latest generation of smartphones and tablets is revolutionizing the mobile device landscape, driving fierce competition between platforms and serving up new opportunities for marketers to connect with consumers.

Momentum in the mobile device market has swung in favor of smartphones, led by the allure of Apple¡¯s iPhone and the legion of now-viable competitors it has spawned. eMarketer projects US smartphone users will reach 73.3 million by the end of 2011, representing 31% of the total mobile user population.

Although they still constitute a minority of mobile users, smartphone owners command the majority of marketers¡¯ attention. The explanation boils down to how smartphone owners use their devices. Simply put, they do more of everything than their counterparts with feature phones: messaging, gaming, listening to music, watching videos, social networking, shopping, using apps and browsing the web.

The next generation of smartphones promises to take this disparity to even greater heights, in the process spurring increased competition between Apple¡¯s proprietary iOS platform and the open Android operating system championed by Google. The addition of tablets into the smart-device mix constitutes a vital second front in the larger Apple-Google battle for mobile supremacy.

Ultimately, the winner, if there is one, matters less than marketers¡¯ ability to make the most of the growing number of smart devices to deliver rich, engaging experiences for consumers.

Key questions this report answers:

  • What are the leading smartphone platforms?
  • Where do tablets fit in the mix?
  • How do US and global trends compare?
  • What implications does the shifting smart device landscape have for marketers?

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