In total, there was a 31% increase of browser use in the mobile market. However, browser use in the “plain old” feature phone market decreased 6% and browser use with smartphones increased 111%. I would believe this has a lot to do with the market shift towards smartphones in general and away from the feature phones.
In April 2010, 78% of smartphone users accessed the browser on the phone at some point while 80% access applications on their phones. Only 19% of feature phone users used the phone browser and 17% accessed applications on their phone.
Mobile app access in smartphone users grew 112% over the last year, which definitely must come from the prominence of Android and iPhone within the past year. ComScore’s President commented on the statistics:
“With mobile media consumption on the rise, the discussion of how consumers are accessing content — whether it is via application, browser or both — continues to be an important factor for companies looking to invest further in their mobile brands. Although application access is clearly on the rise, with several categories more than doubling their audience via this method, content consumption via browser continues to be the most popular method for Americans to access mobile media.”
Mobile Marketing Watch has begged the question of whether or not apps or browsing are the future of mobile, what do you think?